Binge drinking campaign launched

"Alcohol makes you feel invincible when you are most vulnerable" warns the campaign

Hundreds of students at a Derby college have taken part in a debate on binge drinking at the regional launch of a TV campaign to cut excessive drinking.

The £4m advertising campaign shows how people feel they are invincible when drunk and take excessive risks.

Official figures show that 2,000 deaths a year in the East Midlands are alcohol related and one person under 40 dies each month from alcohol poisoning.

An A&E doctor involved in the debate said he hoped it would cut drinking.

Students at the Da Vinci College in Breadsall heard from a range of speakers to start a debate among young people in the region, taking place in conjunction with the advertising campaign.

'Getting worse'

A&E consultant Ramzi Freij said: "We are seeing a lot more people that are binge drinking so if this campaign does work it will be great.

"A lot of our work at the weekend is alcohol related particularly after the pubs close, it's very, very busy and chaotic trying to control these people who have absolutely no control as they're drunk."

Reformed alcoholic Joe Sloan, who talked to students, said: "Binge drinking is getting worse, you've got all the advertisements, 'Buy one get one free'.

"It can be a badge of honour getting drunk on a Saturday night, but the aftermath of it all is the consequence."