The images were meticulously researched by both the relevant government
department and the advertising agency and the visuals used have to
match up to the reality. Hugh Turvey’s X-ray style photographs attempt
to illustrate the hidden dangers of drinking by showing “damage you
can’t see”, and the ads carried text explaining hidden effects on the
body, from mouth cancer to high blood pressure.
run in association with the NHS and three major health charities, was
thoroughly road-tested before it was released to ensure the public got
the message. VCCP had previously tested a concept based on rotting
fruit, but found people just didn’t understand it clearly.