ICU have conducted research to help raise awareness about the risks of binge drinking among young European people aged 16-25. The overall campaign idea aims to be readily adaptable for use in all 27 states of the EU. The main focus is the importance of making the target audience aware of the risks and possible negative consequences of binge (heaving drinking 4-5 alcoholic drinks at a time) and that drinking less is key. ICU's overall objective is to increase the dangers of binge drinking due to its harmful consequences on an individual's health and social well-being as well as decrease the market's excessive alcohol consumption.
