As broadcasters, the IBI are in the unique position of having an opportunity to positively influence the lives of our listeners and, in particular, influence how young people view alcohol as they grow up. As part of the Independent Broadcasters of Ireland’s commitment to raising alcohol awareness in Ireland all IBI members ran a seven week information campaign across all stations in 2006-2007. Two advertisements were produced to inform young people in particular about the anti-social nature and dangers of binge drinking.