A STAFFORD-based media group has been drafted in to help combat alcohol abuse among the borough's youngsters.
Tentacle Media has produced a series of short animated video films warning young people of the dangers of alcohol.
The films use social media to deliver their message, and have also been played at under-16 nights in Stafford nightclub, Couture.
The scheme was devised by Staffordshire County Council as part of the authority's response to problem drinking among teenagers.
The council teamed up with Couture to bring the "Alcohol Fails" message direct to the county's young people.
The campaign uses social media to deliver a message in the form of mini-animations which describe how, by misusing alcohol, young people are more likely to take risks that can have a massive effect on their lives now and in the future.
The animations mirror the popular internet phenomenon of "fail" videos, which are short and often funny videos that are easily shared by teenagers online.
Tentacle Media designed the films with the help of local young people, who gave ideas about the characters and scenarios that would most resonate with 11-14 year olds.
Club manager Rick Helsby said: "As a club which runs nights for under 16s we have a responsibility to educate young people on the issue of drinking. The videos are funny, engaging, but also send out a very clear message that drinking can have a marked affect on their lives.