The Department of Health and the Home Office have teamed up to launch a £4m campaign to encourage young people to drink responsibly.

The Know Your Limits campaign began on 16 October with a TV advert. Advertising will also feature on the cinema, radio, magazines and online throughout November.

The advertisements will urge 18- to 24-year-olds to know their limits when they have a drink and be aware of the consequences of excessive drinking by stating “Alcohol makes you feel invincible when you are most vulnerable”.

It will illustrate a series of different scenarios where young people who think they are ‘unconquerable’ while drunk take risks with their health and safety. Examples include falling off high scaffolding, walking home alone, running into a busy road and getting into fights.

Public health minister Caroline Flint said: “We are not trying to demonise alcohol or stop people enjoying themselves. This is about encouraging young people to have a good time but to know their limits and to take responsibility for how much they drink.

“We need to get the responsible drinking message across, as 80 per cent of pedestrian deaths on Friday and Saturday nights and nearly three quarters of peak time A & E admissions are alcohol related.”

The latest figures show that younger people are likely to drink heavily – 48 per cent of males and 39 per cent of females aged 16–24 years drink above the daily recommendations.

The government, drinks industry and health stakeholders set up the Drinkaware Trust in June 2006. This new charitable organisation – funded by the drinks industry – aims to positively change our drinking culture and tackle alcohol-related harm. Details: www.knowyourlimits.gov.uk