Entitled ‘Drink: Draw The Line’, the campaign will be rolled out in three phases, with the first targeting 17 to 25-year-olds to warn them of the health and safety risks of excessive drinking.
Later stages will target retailers and younger children and their parents.
Council PRO Gary Jenkins said the first phase has been deliberately designed to be hard-hitting, so much so that one in ten landlords have refused to take part.
Landlords’ objections centre around before and after posters designed for the campaign. One shows a young women going out under the heading, ‘predator’, with the after picture showing her beaten up under the heading, ‘prey’.
Jenkins said: ‘The landlords say that it has gone too far, but we say this is such a serious issue that you can’t be hard-hitting enough.’
The campaign is being led by the council – whose PR team is headed by head of communications Bob Williams – working alongside community safety organisation the Safer Warrington Partnership, whose members include Cheshire Police.
The second phase of the campaign, which targets retailers, including off-licences and large supermarket chains as well as pub landlords is set to launch within weeks. This includes giving cashiers badges saying, ‘I’d rather ask for ID than lose my job.’
The third phase specifically tackles underage drinking and will involve tie-ups with local schools through their personal, social education lessons. This will target secondary school age children and their parents.