Tuesday 10 June 2008

Take life on, take a drink - but not everyday

You have to admire the sheer determination of public health officials. Faced with the swally nation that is Scotland*, they have come up with a new campaign.

It doesn't say don't drink. It doesn't say why don't you give it up for a bit to let your amazing liver recover itself. It says: why not drink for 2 days a week?







I can imagine meetings where it was discussed what they could get away with.

"How about: drink one day a week why don't you?"

"No chance. They'll never put up with that."

"Okay, how about: drink at the weekend, and call it quits"

"Nah. This is Scotland. At best they'll not drink for 2 days."

"Two days! Is that all?"

"Yup. "Gonnae no take a drink, on say Monday cos you're still suffering a 72 hour hangover from the weekend and Tuesday, cos there's no fitba on"

"Okay, I'll get the creatives to come up with an ad."

The scope of the campaign shows a certain resignation to what can be achieved. The Scottish Government Minister who was dragged out to give it plaintive, said:

"It doesn't mean making big sacrifices or cutting out pleasures altogether. Small changes like walking to work, aiming for at least two alcohol-free days per week or cutting down on crisps and biscuits by making switches to fruit or vegetables, all add up."

Take Life On - Bring It On.

*If you don't think it is, then turn up in the pub on a Friday and say you'd like a mineral water please. You have three Acceptable Excuses, but only three. They are:

# Pregnant
# On antibiotics
# Driving

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