Advert aims to cut Northamptonshire binge drinking

NHS Northamptonshire is airing a "shocking" television advertisement to try to reduce binge drinking among young people.

"Another Night Wasted", which is aimed at 18 to 24-year-olds, will be broadcast after 2100 BST. It shows a man unconscious by a public toilet.

NHS Northamptonshire said it had thought "long and hard" about making the "extremely shocking TV advert".

It will be shown to viewers in the ITV Anglia region.

Health chiefs said alcohol-related hospital admissions had risen steeply in the past year.

They added the figures were even higher among young people.

Pressure on health

Heidi King, head of social marketing for NHS Northamptonshire, said: "Our research shows that people aged 18 to 24 are 44% more likely that any other age group to binge drink.

"Factor in the World Cup, music festivals and the long summer evenings and there is an increase in alcohol consumption and the pressure on the health system is considerable."

She said the point of the TV advert was not to tell people to stop drinking but to consider drinking less for fear of missing some of the most important moments of the summer.

Northamptonshire was also given a red flag for alcohol in last year's Comprehensive Area Assessment which highlighted alcohol as the cause for a high number of health problems and accidents.

It was also a significant reason for violent crime, particularly domestic abuse.

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