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Clothes Show Live welcomes Know Your Limits stand

12
Dec '08

More than 150,000 young women are expected to visit the new alcohol 'Know Your Limits' stand at the Clothes Show Live exhibition in Birmingham.

The government's £4 million multi-media campaign aims to challenge prevailing attitudes and change behaviour among young adults who binge drink, asking them: 'you wouldn't start a night like this, so why end it that way?'

The new interactive stand has exhibits which are designed to encourage young people, in particular young women aged between 18 and 24, to drink responsibly. This is a key audience for the Know Your Limits (new window) campaign: a quarter of women aged between 16 and 24 admit to binge drinking at least once in the previous week.

Statement from the Home Secretary
Jacqui Smith said, 'Alcohol-fuelled crime and disorder can affect us all. The government's Know Your Limits TV and marketing campaign challenges young people to think twice about the consequences of binge drinking: both for their health and their local community.

'The new interactive stand at Clothes Show Live (new window) will bring these messages direct to young people to bring home the dangers of irresponsible drinking.'

Founded 19 years ago, Clothes Show Live is a key fashion trade exhibition with over 500 independent fashion and beauty brands. Those set to attend the exhibition are to a large extent among the 18-24 year old age group, the target audience for the Know Your Limits campaign.

Statement from Clothes Show Live
Gavin Brown, managing director of Clothes Show Live, said, 'We are happy to welcome the Know Your Limits stand to this year's Clothes Show Live. We believe that the campaign is crucial in ensuring the safety and wellbeing of our core audience and keenly support its objective. We hope that visitors will enjoy the interactive exhibition and take home the important message that Know Your Limits is trying to promote.'

Since its launch, the Know Your Limits campaign has achieved 92% audience awareness.

Know Your Limits

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