Alcoholdries out the complexion - that's the new slogan of a UK education campaign aimed at young women. Risky alcohol consumption among young people has become a national scourge in the UK. Alcohol is the reason for nearly 70% of late-night and early-morning emergency admissions. Since 1998, the number of women aged 16-24 consuming more than 35 standard servings of alcohol per week has tripled. These figures have forced the government to take concrete action, the fruit of which is an educational campaign that is now being launched, aimed exclusively at women. It is based on humorous slogans referring to women's concern for their appearance, e.g. Alcohol dries out the complexion, Alcohol causes wrinkles. Postcards and leaflets distributed in pubs were chosen as communication channels. A dedicated campaign website has also been set up to inform people about all the harm that can result from excessive alcohol consumption.