Blackpool Safeguarding Children Board is warning parents of the effects that excessive drinking can have on children.

Over the next month, the campaign will feature on bus shelters and the back of buses on main local routes, on banners positioned on railings outside schools, on posters in GP surgeries, pharmacies, children’s centres, Customer First and Horizon, as well as social media posts.

The alcohol campaign aims to encourage parents not to drink alcohol when they are looking after children because excessive drinking can affect concentration and reduce co-ordination potentially leading to devastating consequences.  Alcohol also lowers a person’s inhibitions and can result in a lack of self-control and violence.

The message is that children are most at risk of suffering significant harm when alcohol misuse is associated with violence – they could end up in hospital if parents are too drunk to look after them.

Christmas is the season of indulgence with figures revealing that Britons drink 41% more in December than the annual monthly average.

A&E departments are hit by a wave of admissions of individuals suffering alcohol poisoning at Christmas, New Year and other holiday periods.

David Sanders, Chair of Blackpool Safeguarding Children Board, said: “We are urging residents to stay safe this Christmas and reminding them that they need to stay in control of their actions.

“Parents are a role model to their children so when it comes to drinking, it really is a case of leading by example.

“Christmas is often seen as a season of indulgence but people should always be mindful of the effects of alcohol. This applies to parents at home with young children, people out during the Christmas party season and all those who enjoy a tipple or two over the festive period.

“People are going to want to go out and have a good time, and we hope they enjoy themselves but they need to be sensible and drink sensibly. Otherwise, they can end up ruining it for themselves and others around them.

“The same applies to those drinking at home. It can be difficult to keep track of how much you’re drinking at home but there are ways to stay smart including keeping track of the alcohol units you’re drinking and buying an alcohol measure.”

If you live in Blackpool and have concerns about alcohol or drugs, please contact Horizon, which offers free and confidential support and treatment on 01253 752100 or email: hello@horizonblackpool.uk. If you are under 25, ring the hub on 01253 476010.