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Last Updated: Tuesday, 30 November, 2004, 23:57 GMT
Warning to women binge drinkers
Renee Zellweger in Bridget Jones: Edge of Reason
Bridget Jones drowned her sorrows with chardonnay
"Jekyll and Hyde" woman binge drinkers are being targeted by a cinema advertising campaign.

The advert warns women of the dangers of drinking too much alcohol - especially in the run-up to Christmas.

It has been produced by The Portman Group, the body funded by the drinks industry to promote sensible drinking.

The number of women aged 16 to 24 drinking more than 35 units of alcohol per week has more than tripled in the past 15 years.

The advert starts with a young woman sitting at her desk, dressed in a smart suit.

It then switches to her on an evening out, where she gets drunk, is sick in the toilets of a nightclub and ends up in the gutter holding on to one of her friends.

You might go out as the sensible Ms Jeykll but quickly turn into the infamous Ms Hyde
Jean Coussins, Portman Group

Jean Coussins, chief executive of The Portman Group, said: "The facts speak for themselves: among young women aged 16 to 24, the proportion drinking more than 35 units per week has more than tripled over the past 15 years, rising from 3% to 10%.

"Alcohol affects your judgment. You might go out as the sensible Ms Jeykll but quickly turn into the infamous Ms Hyde after a heavy drinking session.

"Like the young woman in our advert, you could end up in the gutter making a show of yourself and putting yourself, and others, at risk."


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Watch the advert's effect on its audience



SEE ALSO:
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30 Jul 04 |  Business


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