Derry boxer Connor Coyle and local band Lavengro are at the centre of a new video campaign to address peer pressure related to alcohol.
Backed by the addiction charity HURT (Have Your Tomorrows), the new campaign launches on Monday to mark Alcohol Awareness Week.
The video delivers a powerful message to promote inclusive socialising and address peer pressure to eliminate stigma associated with non-drinking.
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Also backed by online satirical outlet Pure Derry and the Bentley Group bar and restaurant chain, the video shows a group of friends in a bar discussing one of the group's decision not to drink alcohol - with the non-drinker played by professional boxer Connor 'the kid' Coyle.
It also features local band Lavengro, Laura Kelly, and Chantelle O’Hagan with a central message - 'Quit the Beer Pressure'.
It will be released on Monday the 3rd of July, to kick off alcohol awareness week.
The video message is part of addiction charity HURT and the Bentley Group's ‘Dry N Out' campaign.
Leanne Doherty, from HURT, said: "When I thought of the idea - I thought it would be risky an addiction charity partnering with a Bar and Restaurant chain but the guys at the Bentley Group loved the concept and came on board straight away.”
A spokesperson for the bar and restaurant chain said: "We are proud to support a number of various charities throughout the city and it’s been an absolute privilege to work alongside HURT and Pure Derry during this ‘Dry N Out’ Campaign. We pride ourselves in encouraging an inclusive environment for drinkers and non-drinkers throughout all our premises and this campaign ties hand in hand with that. We can’t wait for everyone to see the video.”
A spokesperson for HURT said: "At HURT we understand the impact, a lack of socialising has on your mental health and if anything, the past years has demonstrated this. Therefore, we think this campaign very much aligns with our mission to support and help to reduce alcohol misuse whilst also enabling our community to be able to social in their local bars. We advocate a harm reduction approach to assist service users to reduce harm from excessive misuse of drugs and alcohol.
"We love that our valuable hospitality sector could play a part in championing the message around safer alcohol consummation."
The video will be available to view on MyDerry social media channels following the launch on Monday.
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