The binge-drinking culture among young adults in Britain will be the focus of a new five-year initiative at the cost of £100m.
The "Why Let The Good Times Go Bad?" scheme will target the drinking habits of 18- to 24-year-olds and try to alter the social acceptability of drunkenness. Organisers claim it is the largest -ever campaign to tackle binge-drinking culture.
A YouGov survey of more than 2,000 young people found that a third of young adults aged between 18 and 24 claim they do not need any advice about alcohol.
This is despite the same survey finding that a quarter have not known how they got home in the past 12 months, while nearly a third have blacked out and almost one in four have been ashamed of their appearance while drink.
The chief executive of alcohol charity Drinkaware said: "Simple tips like eating before going out drinking, pacing yourself with water or soft drinks, looking after your mates and planning your journey home can help them stay safe and prevent their good times going bad."
In 2007/08, 49,000 people aged between 18 and 24-years-old were admitted to hospital in England and Wales due to alcohol-related caused.