A new campaign to promote moderate alcohol consumption was launched today by the Union of Students of Ireland (USI) and the drinks industry.
The campaign aims to reach a quarter of a million students in 50 colleges throughout Ireland and will also be promoted in off-licences and bars popular with 18-24 year olds.
Entitled "Respect Alcohol, Respect Yourself", the campaign will highlight the risks run by young people when they drink too much.
Blunt wording to be used in the campaign, warns of accidental injury, short and long term health problems, violence, anti-social behaviour, or becoming a victim of crime.
Ms Fionnuala Sheehan, Chief Executive of MEAS [Mature Enjoyment of Alcohol in Society Limited], expressed concern about the drinking habits of young people.
"Occasional excesses are part of a normal learning curve, but research shows that a high percentage of young adults are crash drinking or drinking regularly to get drunk. It is this mindset that the campaign hopes to challenge."
MEAS comprises drinks-industry organisations aiming to promote sensible drinking habits.
USI president, Mr Colm Jordan said: "We are not trying to be killjoys with this initiative. We want students to be responsible and to be aware of the dangers that are associated with drink."