• Zee News, Monday, October 16, 2006 12 PM

The British government is launching a campaign to fight heavy drinking by young people with ads showing the price they may have to pay. Lasting through November, the ads will begin appearing this week in movie theaters, television, radio, magazines and online. Titled "Know Your Limits," the effort aims to encourage 18- to-24-year-olds to drink responsibly and be aware of the risks when drinking excessively. One TV spot shows a young man who turns into the character Batman and scales a building to retrieve balloons lost by a group of pretty women. It ends with him crashing to the ground. "Alcohol makes you feel invincible when you are most vulnerable," the commercial says. Other scenarios feature running into a busy road and getting into fights. According to the Department of Health, some 70 percent of peak-time accident and emergency admissions are alcohol-related.

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