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Middle-aged women targeted in anti-drinks campaign

Published:  23 July, 2008

Professional middle-aged women are to become the prime target in a government-funded anti-alcohol campaign.

The Department of Health is to spend 10million on the advertising campaign that aim to give clear information about how many units are in alcoholic drinks.

It also aims to challenge perceptions that say it is all right to be drunk.

Public Health Minister Dawn Primarolo said women aged 30 to 50 would be a "key focus" of the campaign.

"I'm concerned that a lot of women are drinking much more than they think they are and that it's damaging and hurting them in terms of their health," she said.

Primarolo added that one glass of wine might not equal one alcohol unit as presumed, because of the strength of wine.

A large glass of wine could be anything from one and a half units to up to three and a half.

"We want to ensure that women know the consequences of drinking, and know more about units so they can decide how much they are going to drink," she told The Observer.

The campaign is due to be launched in the spring.