The latest phase of the campaign specifically targets the 18 to 29 year old binge drinker. Binge drinking does not mean the drinker is an alcoholic but it can cost the country more because the person who occasionally overdoes it is at greater risk to him or herself and to others. A national advertising campaign on television and radio highlights the concept of excess. At local and regional level the campaign will focus on awareness initiatives in third level colleges, communities and the workplace. Supporting promotional materials have been developed to help spread the key messages of the campaign. These include calendars, mouse mats, posters, pens, notepads for use in the workplace or at college.