The Department of Health's (DOH) Know Your Limits campaign will be extended into gyms this month across chains including Fitness First, Harpers and LA Fitness.
Overall, the partnership with Fitness Industry Association (FIA) will span nearly 500 registered clubs and will advise gym-goers on the health dangers of alcohol using posters and leaflets.
Fitness instructors and staff at participating clubs will wear 'beer belly' campaign T-shirts and advise members on the impact of alcohol on health. Members can also fill in a drink diary to keep track of their unit intake.
Fashionistas are also set for a similar crash course in healthy living at the Clothes Show Live Exhibition in Birmingham later this week. Know Your Limits, which is a show sponsor, has hired experiential agency TRO to create a campaign aimed at promoting sensible drinking.
The campaign will challenge exhibition visitors to carry out a series of tasks, such as applying makeup, while wearing special KYL goggles, which give a 'beer goggle' impression of being drunk.
The activity will also include a clothes rail of clothes, which close inspection reveals to be damaged with torn sleeves, stains and shoes with snapped heels.
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