<html><body style="word-wrap: break-word; -webkit-nbsp-mode: space; -webkit-line-break: after-white-space; "><p class="MsoNormal"><span lang="EN-US">Hi all, </span></p><p class="MsoNormal"><span lang="EN-US">Thought you'd be interested in this new viral from the Home Office:</span></p><p class="MsoNormal" style="font-size: 8px; "><span style="font-family: 'Lucida Grande'; color: black; font-size: 12px; "><a href="http://uk.youtube.com/watch?v=T8vCUSD6nuc">http://uk.youtube.com/watch?v=T8vCUSD6nuc</a><o:p></o:p></span></p><p class="MsoNormal"><span lang="EN-US"> The film is targeted at 18-24 year olds, and is designed to spark conversations and debate about binge drinking across the internet.</span></p><div class="MsoNormal"><span style="color: black; ">The new campaign highlights the consequences of excessive drinking. It’s not telling everyone to be tee-total, but it is trying to cut back extreme behaviour. The Government’s message is that by drinking safely and sensibly people can still have a good time without putting themselves, and others, at risk.</span></div><p class="MsoNormal"><span lang="EN-US">This campaign comes after the UK topped a poll by the European Union as Europe's heaviest alcohol consumers.<span> </span>Recent Home Office research also found that 40% of 18-24 year olds can be classed as binge drinkers, regularly exceeding the recommended alcohol consumption levels.</span></p><p class="MsoNormal"><span lang="EN-US">The creative for the viral film, developed by VCCP digital and shot by Independent’s director Mathew Jerrett, forms part of a wider ad campaign, including TV, radio, press and online display ads.</span></p><p class="MsoNormal"><span lang="EN-US">For further information about the campaign as a whole, the official Home Office press release is below:</span></p><p class="MsoNormal" style="font-size: 8px; "><span lang="EN-US" style="font-family: ArialMT; color: rgb(0, 50, 230); font-size: 12px; "><u><a href="http://press.homeoffice.gov.uk/press-releases/Binge-Drinking-Campaign">http://press.homeoffice.gov.uk/press-releases/Binge-Drinking-Campaign</a></u></span></p><p class="MsoNormal"><span lang="EN-US">Many thanks,<o:p></o:p></span></p><p class="MsoNormal"><span lang="EN-US">Chris Q</span></p><div> <span class="Apple-style-span" style="border-collapse: separate; color: rgb(0, 0, 0); font-family: Helvetica; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; orphans: 2; text-align: auto; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-border-horizontal-spacing: 0px; -webkit-border-vertical-spacing: 0px; -webkit-text-decorations-in-effect: none; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0; "><div>-------</div><div>Chris Quigley :: Director :: Rubber Republic</div><div>Intelligent viral and advertainment services</div><div>50 Frith Street, Soho, London W1</div><div>t: +44 (0)845 680 1220</div><div>m: + 44 (0)7710 145575</div><div>w: <a href="http://www.RubberRepublic.com">http://www.RubberRepublic.com</a></div><div>w2: <a href="http://www.ViralAdNetwork.net">http://www.ViralAdNetwork.net</a></div><div>w3: <a href="http://www.ViralManager.com">http://www.ViralManager.com</a></div><div><br class="khtml-block-placeholder"></div><div>Company no: 0603241</div><div><br class="khtml-block-placeholder"></div><div>Rubber Republic is part of the Team Rubber Group: <a href="http://www.TeamRubber.com">http://www.TeamRubber.com</a></div></span> </div><br></body></html>