KIDDERMINSTER licensees have backed a campaign to encourage people who binge drink to cut down the amount they knock back.

Worcestershire's Substance Misuse Action Team (SMAT) is set to distribute thought provoking posters to pubs and clubs in a bid to stamp out excessive drinking and prevent people becoming victims of crime.

The strapline "Is drink turning you into an animal?" will headline posters displayed in pubs and clubs, fast-food outlets, off-licenses, on public transport and GPs' surgeries.

Other venues where young people might congregate will also display the posters from Friday, July 14.

Kidderminster landlords, ahead of the launch, have pledged their support and feel the campaign might help get the message across to revellers.

Richard Burgess, landlord of The Red Man in Blackwell Street, said: "We certainly would be backing the campaign. We always support sensible drinking.

"We would rather see people drinking in here sensibly two or three times a week than once a week for a long period of time.

"Thankfully, there has been an increased awareness of binge drinking in recent years but we're always happy to support campaigns and the staff are aware of the law that requires them to stop serving someone if they appear to have drunk enough."

Susan Keenan, duty manager from The Penny Black in the Bull Ring, said its parent company, Weatherspoons, supported sensible drinking and would also back the forthcoming campaign.

Kate Rowberry, project leader of the campaign said: "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."