A CAMPAIGN appealing to the emotive side of drinkers has been launched across West Devon to tackle binge drinking and alcohol-related crime.

Under the slogan, 'Don't let drink unleash your demon', the campaign targets young men and women with the aim of highlighting how some people can lose control after binge drinking. 

The idea follows feedback from regretful drinkers who report 'losing it', 'no idea what came over me' and 'drink seems to turn me violent'.

The campaign uses a graphic image of a demon combined with a photo of man and woman. It reminds people that drinking one too many may have far reaching consequences including loss of job, driving licence, dignity, money, reputation and friends. People could even end up with a criminal record.

The campaign has the full support of the borough council and the authority has written to larger pubs, clubs and bars, asking landlords to give it their backing.

Point-of-sale posters will be displayed in licensed premises across West Devon, along with beer mats including the key messages.

'Don't unleash your demon' has been designed to attract attention, be a talking point and aims to change behaviour by providing a vivid reminder of the potential losses from binge drinking.

Devon and Cornwall Police Commander for West Devon, Michele Slevin, said: Alcohol-related violence and anti-social behaviour are two of the most prevalent issues communicated to us from our public. We have listened to those concerns and together with our partners, we have developed this initiative to ensure confidence and satisfaction levels remain high and violence with injury is the lowest in Devon and Cornwall.

'Our aim is to see people having a safe and enjoyable night out and not one that ends with a negative experience that could ruin their lives.'

As part of the campaign, a leaflet has been produced which takes the reader through various stages of a typical night out.

It shows the evening starting with a group of people having fun, but as the night progresses, it culminates in a destructive and negative ending with someone behind bars.