The Portman Group, which promotes responsible drinking on behalf of the drinks industry, intends to link male binge-drinking to violence in its hardest-hitting campaign to date. It is the first time the organisation has campaigned on the issue of violence among male drinkers.
As part of an integrated PR and ad campaign, ads will be broadcast in cinemas and placed in men's magazines and national press. Posters will be sent to pubs.
'We want to stress that violence is more likely to happen to men when they are drunk - whether they are the victims or the perpetrators of that violence,' said The Portman Group media manager Sam Jobber.
The move follows the group's launch last week of a similar advertising campaign (pictured), designed to warn female drinkers that they are putting their personal safety at risk if they drink to excess.