Alcohol: how much is too much?, devised by agency Public Life, uses images of bottle recycling to highlight wine consumption in the home among the nation's 35 to 45-year-olds. One in four adults drinks more than the recommended guidelines, the trust says. The campaign includes traditional and digital outdoor street posters, video ads on screens at railway stations and posters on the sides of buses. An online element allows visitors to the trust's site to fill a 'virtual' bin with bottles corresponding to how much they have drunk that week - this is automatically translated into relative health risks. The campaign runs until 2 November.
Middle-aged wine drinkers in London and Manchester are being targeted by a campaign from anti-alcohol abuse body the Drinkaware Trust.