Booze but don’t binge

AN organisation sponsored by Ireland’s drinks industry yesterday launched a hard-hitting campaign aimed at encouraging moderation in drinking.

The Respect Alcohol, Respect Yourself campaign highlights the risks when young people drink excessively and features posters with various wordplays on the dangers of alcohol abuse.

“Occasional excesses are part of a normal learning curve, but research shows that a high percentage of young adults are crash drinking or drinking regularly to get drunk. It is this mindset that the campaign hopes to challenge,” said Fionnuala Sheehan, chief executive of Mature Enjoyment of Alcohol in Society (MEAS)

The campaign is also being supported by the National Off Licences Association (NOffLA) and the Union of Students in Ireland (USI), which is urging its members to be vigilant to the dangers of alcohol as they progress through college.

“We are not trying to be killjoys with this initiative. We want students to be responsible and to be aware of the dangers that are associated with drink,” said USI president Colm Jordan.

“It is up to organisations like ourselves and MEAS to highlight the darker side of alcohol and how it can destroy lives. Our basic message could not be simpler: ‘You can have a great time while respecting alcohol and respecting yourself’.”

Ms Sheehan said the campaign, which will be supported by additional complementary initiatives, was just the start of a long haul effort on the part of the drinks industry to change the image of alcohol and the culture of excess around alcohol in Ireland.

“Getting drunk should be as socially unacceptable as drink-driving,” she said.