Tuesday, June 17, 2008

Taking the glamour out of drinking

In a bid to target teenage binge drinking, the Home Office is spending 4 million pounds (US$7.7 million, S$10.5 million) on a adverts blitz across London.

Instead of employing scare tactics that Singaporeans are familiar with in our anti-smoking campaign (remember the throat cancer picture?), the British has decided to take the glamour out of drinking.

One of the TV commercials shows a young man preparing for a night out who rips out his ear-ring, smashes a wardrobe door into his face, urinates on his shoes and pours a takeaway meal down his shirt. Another shows a young woman arranging vomit in her hair, smudging make-up down her face and tearing her clothes. They carry the slogan: "You wouldn't start a night like this, so why end it that way?" ~ Evening Standard

If not for the fact that drinking is practically the national pastime, there might just be a chance that the creative campaign may have some effect. The consensus is clear: It's ok to drink (regularly) as long as you don't get (too) drunk and become a nuisance.

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10 comments:

My Bug Life said...

The extent to which the govt has to go to discourage smoking shows how deep-seated this problem ("bondage") in society is. There's already a warning sign on the ciggie pack itself.

C K said...

@my bug life,
But I'm not too sure whether S'pore's effort is having its intended effect. My smoker friends told me that they don't give a hoot.

kyh said...

Even though we all know of its dangers and consequences, people still love to do it huh? Everything should be carried out in moderation...

My Penang part 3 is up! :)

My Bug Life said...

CK, I agree with you. Over here it's the same repeated warnings and all kinds of adverts to get ppl off smoking and reckless driving but the stats are still evident that not much has changed.

SheR. said...

Binge drinking is indeed a huge problem in UK. I've witnessed how girls were stumbling from pub to pub on weekends. Not a nice sight. Heaven knows who they end up with that night?

Little Entrepreneur said...

IF only they could put in the smell of the vomit and not just a picture- that would really make an impact.

And I agree, no one who currently smokes no longer does because of the picture. BUT maybe, just maybe it will turn off the kids- and I think it does.

C K said...

@kyh,
Never doubt that for a single second, my friend. Luckily, I'm mildly allergic to alcohol...

C K said...

@sher.
Saw an instance when a drunk gal was dragged along the road by another burly guy. Not sure whether he's a friend of hers...

C K said...

@Little Entrepreneur,
I'm not too sure whether that will quell the rebellious streak in teenagers. Well, I thought that I was invincible then... but that was many years ago... lol

Jasmine Shanea said...

Sigh. this is a problem even in Singapore. My colleagues and I were talking about it during lunch and how they just sit at the sidewalks and puke. Geez. Money wasted.. should spend it on giving me a mac pro. Hahaha... kidding!