Drink video breaks records

6:11am Thursday 15th May 2008

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A HARD-HITTING short film made for a Lancaster body is breaking records for internet viewing.

Steamed-Up', produced for the Lancaster District Alcohol Harm Reduction Partner-ship, is one of the top 100 most viewed videos on UK YouTube.

It can also be viewed at http://www.thelancasterandmorecambecitizen.co.uk/news/lancs_video/index.var.30201.0.0.php

It has already been viewed more than three million times.

Starting with what appears to be steamy love scene involving a young couple in a car, the 100 second film ends up with a fatal car crash with the woman moaning in pain as she gasps her final breaths.

The nature of the film, followed by the twist, ensures that friends pass it on to friends.

In addition to the YouTube and Kon-traband viewings, it has been included on youth blogs and websites around the world, encouraging more than 200 spontaneous com-ments.

Jacqui Thompson, of the Alcohol Harm Reduction Partnership, says: "Driving under the influence of alcohol continues to be a problem in the UK. It is still resulting in too many serious injuries and deaths among the young.

"We needed a medium for our message that young drivers wanted to engage with, would distribute among friends and subsequently help change attitudes. The huge number of viewing figures and feedback clearly demonstrate that this has been designed, produced and distributed in the right way."