A POWERFUL campaign has been launched to encourage Worcestershire people to think about the effects of alcohol.

The county council's Substance Misuse Action Team (SMAT) is asking: "Is drink turning you into an animal?"

It aims to encourage binge drinkers to take control.

A series of slogans behind the posters is that if people drink too much alcohol, they are more at risk of becoming a victim of violence, sexual attack and road accidents. They are likely to encounter problems with the law as well as social embarrassment. From Friday, pubs and clubs in all of the towns and cities across the area will be displaying the message.

Kate Rowberry, project leader of the campaign, said: "Although the slogans could be considered impolite, these are the kind of expressions that are used by people when they see individuals who have had too much alcohol.

"Our aim is to grab people's attention and make them think about their behaviour - these are the kind of images that people won't ignore and, hopefully, won't forget. Ultimately, we are hoping that these posters will make people change their inappropriate behaviour."

The posters will also be displayed on the back of toilet doors, in fast-food restaurants, off-licenses, buses and trains, GPs' surgeries, accident and emergency departments, police custody suites and places where young people meet and socialise.

The second part of the campaign is a competition. It will be placed in pubs and bars taking part in the campaign and entrants can win an iPod Nano if they complete a short quiz about alcohol.

People can either complete in the quiz and post the form at the bar or apply online. A website will have facts about safer drinking, tips on where to go for advice about alcohol or if you have a problem with alcohol, and will list local alcohol-related projects.