The UK Department of Health is launching the first stage of a £10m drive to tackle binge drinking with a TV campaign about the units of alcohol in different drinks.

Different TV ads in the campaign, which break tonight, will target male and female drinkers.

The public health minister, Dawn Primarolo, said that the “Know Your Limits” campaign was the biggest awareness drive the DoH has launched to date.

The TV ads, created by ad agency VCCP, will be backed by a radio, billboard and press campaign that will show the number of units in individual drinks.

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