08:00 Wednesday 18 December 2013

VIDEO - 'Alcohol fail' campaign rolls into town centre

Written byROB SMYTH

YOUNG people in Burton will be shown how not to become the next ‘alcohol fail’ as part of a hard-hitting bid to drive down underage drinking.

The campaign, launched by Staffordshire County Council and designed by young people, will be rolling into town to give advice on the consequences of drinking at a young age on Saturday.

It uses specially animated ‘fail’ videos to deliver a clear message that by misusing alcohol, young people are more likely to take risks that can have a massive effect on their lives now and in the future.

Robbie Marshall, cabinet member for health and wellbeing said: “Although the campaign primarily uses the internet and social media, we want to back this up with meeting young people face-to-face and giving them information.

“We know town centres will be busy in the run up to Christmas, so this is the perfect opportunity to engage with young people, show them the videos and give them information and advice on how drinking alcohol at a young age can affect their future.”

Officers will be in Burton town centre from 10am to speak directly with young people, show them the animations and encourage them to share the important messages with their friends and family.

New research suggests that actual alcohol consumption and attitudes to alcohol in Staffordshire are often out of proportion with the reality of young people’s drinking habits.

However, there is also evidence that young people do not think of the impact on their future when they drink.

The animations used in the campaign mirror the popular internet phenomenon of ‘fail’ videos, which are short and often funny videos that are shared by teenagers online.

The videos are so called as they highlight instances where people have ‘failed’ such as have had something unexpected happen to them or caused themselves an injury often in an amusing scenario.

The short animations have been designed with the help of young people in the area, who gave ideas about the characters and scenarios that would most resonate with 11 to 14 year olds.

Each video ends with an important message about alcohol and how it can affect their lives both now and in the future.

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