NEW year revellers are being urged to drink responsibly as they see in 2007 - to avoid starting the year in a police cell or hospital bed.

West Mercia police's festive campaign, Operation Christ-mas Presence, is to continue over New Year's Eve in a bid to persuade people to have a safe and trouble-free night.

The high-profile campaign, aimed at 17-35-year-olds, has seen lollipops, drinks mats and posters distributed to pubs and clubs in Hereford-shire, Worcestershire and Shropshire.

As people see in the new year, police will be carrying out high-visibility foot and mobile patrols in towns and city centres, and working with licensees and door staff to clamp down on drink-driving, drink spiking and drink-fuelled violence.

They have released five messages to festive revellers - do not drink too much, look after your friends, protect your drink, don't drink-drive, and walk away from trouble.

Chief Insp Paul Moxley, who is co-ordinating the operation, said: "Over the new year we will continue to target the irresponsible few who drink too much and then cause problems for themselves and others by resorting to violence, getting behind the wheel of a car and, in some cases, by spiking drinks.

"We want everyone to be able to enjoy themselves with their families and friends this new year and feel safe when they go out for the evening."

The aim was to ensure this happened and to reduce alcohol-related incidents.

Chief Insp Moxley added: "We don't want people to start 2007 in a police cell or in a hospital bed, so we're urging people to have a good time but to drink responsibly and look after themselves and the people they are with."