A new campaign launches today urging young people to know their limits when it comes to drinking.
The "know your limits" campaign rolls out with advertising spread across TV, cinema, radio, magazines and online.
"Alcohol makes you feel invincible when you are most vulnerable" is the message of the £4m campaign headed up by The Department of Health and the Home Office.
The campaign, which primarily aims to encourage 18 to 24-year olds to drink responsibly, will illustrate a series of different scenarios where young people, thinking they are "superheroes" while drunk, take risks with their health and safety.
It has been created by advertising agency United.
Public Health Minister Caroline Flint said: "In England it is estimated that 5.9 million people drink to get drunk. Males and females aged between 18 and 24 are our priority in this campaign as they are the most likely to drink irresponsibly."
David Poley, chief executive of The Portman Group said: "Drinks companies have no wish to see their products misused by binge drinking young adults. We therefore warmly welcome this Government campaign which complements the educational work already carried out by the industry.
"The majority of people who drink alcohol enjoy it without causing harm to themselves or others. The Portman Group acts to reduce the misuse of alcohol by the minority through a strategy of working with other organisations locally and nationally."
Latest figures show that 70% of peak time hospital admissions are alcohol related, one in three reported rapes happens when the victim has been drinking and around half of all violent crime is alcohol related.
By Melinda Varley
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