Charity Drinkaware is collaborating with the UK government in a 100 million pound campaign targeting young binge drinkers.
"Changing the drinking culture in Britain won't happen overnight but, with the right support, information and advice, young adults can change their own drinking patterns," said Chris Sorek, chief executive of Drinkaware.
AdvertisementInstead of asking youth not to drink, the program will help them re-evaluate their priorities and also give tips on how to handle a night at the pub.
"The alcohol industry has a big responsibility to tackle excessive drinking and there are many things we can do, by working together, to promote a healthy attitude to alcohol," said Health Secretary Andy Burnham.
It is estimated that drink related issues cost the NHS £2.7 billion per year.
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