Police in the centre of London have joined forces with licensees to tackle the problem of drunkenness.
The Metropolitan Police teamed up with licensees and industry watchdog The Portman Group to promote its If You Do Do Drink, Don't Do Drunk campaign, after admitting they needed help to solve the problem.
The campaign targets 18 to 24-year-old drinkers and highlights the risks they face by binge drinking.
Washroom posters have been printed and distributed to licensees for the first phase of the campaign, which will also use mobile ad-vans to get its message across.
Police officers have been handing out postcards to pedestrians in Leicester Square to spread news of the campaign.
Radio advertising is also planned at a later date, along with "guerrilla" pub theatre performances in West End bars.
Pub theatre has already been tried, to good effect, in pubs in Brighton. It involves groups of actors mocking up scenes of drunken disorder to let drinkers see how much trouble it can cause.
"Drunks are a pain, not only for other members of the public, but also for the police, health service workers and licensees," said Portman Group director Jean Coussins.
"What's more, they can be a danger to themselves.
"This campaign is the start of a long haul to change the image of drunkenness and the culture of excess alcohol consumption, not just in the capital but throughout Britain."
Chief inspector Chris Bradford of the Metropolitan Police clubs and vice unit said: "It is our view that drunkenness is on the increase and that those getting drunk tend to be younger.
"The work my unit does continues to remind licensees of their responsibilities under the law, so this campaign is two-fold. If, as part of this, we can get young people to give some serious thought to the situations they may find themselves in when drunk, then we have gone some way to achieving our objective."
London's licensees have accused Westminster City Council of being heavy-handed in its intention to tackle drunken disorder and cut the number of late licences.
But it is thought they will welcome the efforts by the police and The Portman Group to involve them in this latest campaign.
Pictured l-r: John Yantin of Chorion, chief inspector Chris Bradford of the Metropolitan Police, Graham Goodwin of The Portman Group and Karl Harrison of the Westminster Licensees' Association
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Westminster council hits out at 'heavy-handed' PEL criticism (9 May 2002)
Actors used as latest weapon in fight against binge drinking (10 April 2002)