The British Health Department issued a nationwide advertising campaign to end binge drinking amongst young people. The ad campaign features a series of commercials designed to shock binge drinkers. The campaign is designed to educate young drinkers on the consequences of their drinking habits.

The campaign is titled “Know Your Limits” and will run through November. The whole campaign will revolve around television commercials, radio ads, magazine prints, and internet banners. The target audience for the campaign highlights the 18 to 24 year old demographic. Suprisingly, the imagery behind the campaign features a superhero theme. In one commercial, a young man turns into Batman and scales a building trying to catch balloons and then falls to the ground. The ad ends with an inspiration quote: “Alcohol makes you feel invincible when you are most vulnerable.”