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| Version 1 | Version 2 |
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| Binge-drinking adverts launched | Binge-drinking adverts launched |
| (about 10 hours later) | |
| A series of adverts warning 18- to 24-year-olds about the consequences of binge-drinking is being launched by the Home Office. | |
| The TV images shows young people injuring themselves, being violent and smearing vomit in their hair. | |
| The £4m campaign for England and Wales asks: "You wouldn't start a night like this, so why end it that way?" | |
| The adverts will be shown in the evening and late at night to catch viewers before and after nights out. | The adverts will be shown in the evening and late at night to catch viewers before and after nights out. |
| They will run until mid-August in England and then in Wales, the Home Office said. | |
| One shows a young man ripping out his earring, smashing a wardrobe door in his face, urinating on his shoes and pouring a takeaway meal down his shirt while getting ready to go out. | One shows a young man ripping out his earring, smashing a wardrobe door in his face, urinating on his shoes and pouring a takeaway meal down his shirt while getting ready to go out. |
| Binge drinking is not only damaging to health but it makes individuals vulnerable to harm Home Secretary Jacqui Smith | Binge drinking is not only damaging to health but it makes individuals vulnerable to harm Home Secretary Jacqui Smith |
| Another shows a young woman smudging make-up down her face, ripping her clothes and putting vomit in her hair. | Another shows a young woman smudging make-up down her face, ripping her clothes and putting vomit in her hair. |
| Online adverts also depict the aftermath of a binge-drinking session, with one showing a man smashing up a kebab shop and a woman getting into a car with a stranger. | Online adverts also depict the aftermath of a binge-drinking session, with one showing a man smashing up a kebab shop and a woman getting into a car with a stranger. |
| Home Secretary Jacqui Smith said the campaign would "challenge people to think twice about the serious consequences of losing control". | Home Secretary Jacqui Smith said the campaign would "challenge people to think twice about the serious consequences of losing control". |
| "Binge drinking is not only damaging to health but it makes individuals vulnerable to harm," she said. | "Binge drinking is not only damaging to health but it makes individuals vulnerable to harm," she said. |
| "People who are drunk are much more likely to be involved in an accident or assault, be charged with a criminal offence, contract a sexually transmitted disease or have an unplanned pregnancy." | "People who are drunk are much more likely to be involved in an accident or assault, be charged with a criminal offence, contract a sexually transmitted disease or have an unplanned pregnancy." |
| Health damage | Health damage |
| Chris Allison, licensing spokesman for the Association of Chief Police Officers, said the consequences of drinking to excess meant more young people committed crime and became victims of crime. | Chris Allison, licensing spokesman for the Association of Chief Police Officers, said the consequences of drinking to excess meant more young people committed crime and became victims of crime. |
| It also led to more serious injuries and long-term health damage, he said. | It also led to more serious injuries and long-term health damage, he said. |
| The campaign shows how a night binge drinking can end | The campaign shows how a night binge drinking can end |
| "Any new initiative which grabs attention and stimulates action by parents, local agencies and young people themselves is welcome," he added. | "Any new initiative which grabs attention and stimulates action by parents, local agencies and young people themselves is welcome," he added. |
| Chief executive of Alcohol Concern, Don Shenker, said it was vital to "challenge the attitude widespread among young people that socialising must always involve heavy drinking". | Chief executive of Alcohol Concern, Don Shenker, said it was vital to "challenge the attitude widespread among young people that socialising must always involve heavy drinking". |
| "This will take time, but this sizeable campaign is an important contribution to that process," he added. | "This will take time, but this sizeable campaign is an important contribution to that process," he added. |
| Print versions of the adverts will also appear in men's and women's magazines, and mannequins and props will demonstrate the message in a series of shop window displays in London's Covent Garden. | Print versions of the adverts will also appear in men's and women's magazines, and mannequins and props will demonstrate the message in a series of shop window displays in London's Covent Garden. |
| In Scotland on Tuesday, government ministers outlined proposals aimed at tackling alcohol abuse including raising the minimum age for buying alcohol in an off-licence or supermarket to 21. | |
| In Northern Ireland, the health minister with police and the drinks industry are looking at ways to work together to tackle binge drinking. |