The images were meticulously researched by both the relevant government department and the advertising agency and the visuals used have to match up to the reality. Hugh Turvey’s X-ray style photographs attempt to illustrate the hidden dangers of drinking by showing “damage you can’t see”, and the ads carried text explaining hidden effects on the body, from mouth cancer to high blood pressure.

The campaign, run in association with the NHS and three major health charities, was thoroughly road-tested before it was released to ensure the public got the message. VCCP had previously tested a concept based on rotting fruit, but found people just didn’t understand it clearly.