Speaking ahead of the launch, Bill Bailey said:
"Comedy is a great way to get information across and if people are laughing and enjoying it, you can slip messages or something more serious in under the radar and I think it has more of an impact.
"For this campaign, we filmed a scene as if I'm performing in a club. When you watch it you think that you're in one scenario, then it pulls back to reveal something else. I like the way it plays with your perception.
"Parents tend to be hung-up on the other problems that kids can get into like unprotected sex or drugs. Alcohol tends to be put on the back burner a bit but the reality is that these problems are more than likely to be fuelled by alcohol anyway.
"The main message is to get parents to engage with their children more and talk to them on a regular basis about alcohol."
The launch follows research which shows that 40 per cent of the 13 year olds and 58 per cent of the 15 year olds who have drunk alcohol had experienced negative consequences, including having an argument or fight; visiting an A&E department, being admitted to hospital overnight or having an injury. Results from a survey published in December 2009 showed parents often fail to make the link between alcohol and risky behaviours.

The campaign responds to one of the Chief Medical Officer's recommendations from his final guidance on alcohol and young people, published in December 2009. The guidance gives five clear recommendations about alcohol and young people, including that the importance of a parent's influence on their child's alcohol use should be better communicated to parents and carers with coherent advice aimed specifically at parents.

Professor Sir Liam Donaldson, the Chief Medical Officer for England said:

"We know there is a real problem with young people and alcohol in this country. Across England, half a million children between the ages of 11 and 15 will have been drunk in the past four weeks.

"The guidance I produced in December informs and underpins this new campaign, which will help parents and young people to lay the foundations to a healthier attitude towards alcohol.

"This campaign will give parents and carers the information and support to engage with children on this important health issue, helping them grow up to be responsible drinkers."

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