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London agency may handle underage drinking campaign

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Teenage drinkers and their parents are to be targeted by a new government-backed advertising campaign.

The department has announced that London-based agency Wieden and Kennedy has successfully reached the final stage of the Young People and Alcohol pitch.

Due to launch early next year, the campaign aims to influence the behaviour of young people and their parents, developing a safe and responsible attitude towards alcohol.

The adverts will form part of the DCSF's Youth Alcohol Action Plan and will run alongside existing Department of Health and Home Office alcohol campaigns.

Earlier research by the government had identified that while alcohol education in schools has aimed to influence young people's attitudes, there has been no specific campaign aimed at younger teenagers and no advice about "low risk" drinking.

Written by Charlotte Michaels

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