HARD-HITTING posters displaying the dangerous effects of drinking too much alcohol will appear across Oxfordshire this week.

As the countdown to the Christmas party season begins, NHS South Central, Thames Valley Police and Hampshire Constabulary are intensifying their campaign to raise awareness of the dangers of excessive drinking.

Inspector John Fox, of Thames Valley Police, said: "Too many people are drinking to excess and putting themselves at risk of becoming a victim or an offender, but that's not a message that's easy to convey to young people.

"What we do know is that they don't want to look foolish in front of their mates and the idea of these adverts is to hopefully curb their drinking by showing them just how unattractive they can look after one too many."

The new advertising campaign will run until the New Year. The adverts will appear on billboards, bus shelters and other outdoor sites across the South Central region. At the same time, Reading Bus Company, Arriva and Stagecoach will be displaying the adverts in their vehicles to show their support.

Dr James Mapstone, acting director of public health for the South Central region, said: "The consequences of binge drinking can be devastating, and as alcohol can make you feel invincible when you are most vulnerable, no one ever thinks anything serious will happen to them. After a night of excessive drinking you are more likely to be involved in an accident, violence or become a victim of crime, including serious sexual assault.

"Binge drinking is physically harmful to the individual; it damages people's lives and those around them. It is a sad fact that many people will be spending their Christmas in an A&E department through excessive drinking. As we approach the festive season I would appeal to our communities to enjoy themselves in moderation and not to excess."

Since May this year, NHS South Central, Thames Valley Police and Hampshire Constabulary have been working on the Know your Limits' campaign, which combines education initiatives with police enforcement. The campaign runs across the South Central region and activity targets under age drinking, anti-social behaviour, binge drinking, violent crime, the health effects of drinking and the impact on the NHS. For further information about the effects of excessive drinking visit www.knowyourlimits.gov.uk