Don't Turn a Night out into a Night mare

Really interesting Aussie campaign:

http://www.drinkingnightmare.gov.au/internet/drinkingnightmare/publishing.nsf/Content/order-form

Background:
Alcohol-related harm is a major cause of mortality and morbidity in Australia, causing around 3,000 deaths and 65,000 hospitalisations every year. After tobacco, alcohol is the second largest contributor to drug-related harm in Australia, causing harmful effects in both the short and longer term.

Target audience:
The campaign’s primary target audiences are teenagers aged 15-17 and young adults aged 18-25 years. Evidence shows that a high proportion of the alcohol consumed by both adolescent and young adult drinkers is at risky and high risk levels. For these reasons, 15-17 year olds and 18-25 year olds represent important target audiences for a campaign targeting the harms associated with binge drinking.

Campaign message:
The National Binge Drinking Campaign and key tagline ‘Don’t turn a night out into a nightmare’ is designed to encourage teenagers and young adults to think about the choices they make about drinking, and particularly the possible negative consequences of excessive alcohol consumption.