Choice has been developed in conjunction with young people, with Isle of Man College art and media design students designing and producing the campaign posters.

The Department of Health and Social Security's health promotion team held focus groups with Isle of Man College students to identify the types of messages that would hit home most effectively and the best means of getting those messages across.

The first phase of the campaign, which will run over the next 12 months, will feature posters depicting some shocking images of the effects of binge drinking.

The posters will go up in areas visible to young people, including on the back of toilet doors, and will combine with information cards detailing places to go to for help.

Launching the campaign at the Isle of Man College on Monday, senior health promotion officer Dawn Henley said: 'It's a hard-hitting message but it's a message that the students have designed themselves.'

The launch took place before an audience comprising the groups involved in the campaign – the youngsters and their tutors, the Alcohol Advisory Service, DASH, the Department of Health and Social Security, the Department of Transport, the Department of Education, the Department of Local Government and the Environment and the police – plus member for health Anne Craine MHK.

Mrs Craine said the risks involved in binge drinking were 'very serious'.

'There are other issues associated with this and the one that public health has been particularly driving home to me is the involvement of the sexual health strategy,' she said. 'I'm disappointed to say we have not be able to implement the whole of that strategy yet.'

She said one of the most frightening statistics was that four out of 10 people in the Island had chlamydia.

'That has very serious consequences in terms of infertility as to our future population figures and I don't think I'm scare-mongering when I say that.'

She said the safe sex message was vital.

'We are kidding ourselves if we think that saying no is the answer. People, not just young people, go out and have sex and we have to be there to support them in ensuring this is safe sex and if that means making condoms and advice available then that's what we should be doing.'

The next phases of the campaign will connect binge drinking to sexual risk, to obesity and drugs and driving. There will also be a phase of the campaign dedicated to second-hand smoke.

'We have to look at the long-term effects,' said Mrs Henley. 'We'd like a long-term culture change, we'd like to see our young people grow up to become healthy adults.'

For further information about Choice, contact health promotion on 642592.