The Foreign and Commonwealth Office (FCO) has launched the campaign ‘Don't Catch Your Death' to raise awareness on the dangers of alcohol abuse in ski resorts.
Posters and leaflets will be displayed in airports, bars, restaurants, and British operated hotels and chalets, warning young skiers that "alcohol can affect you more quickly at high altitudes and dangerously limit your awareness of danger and cold."
The campaign is being supported by the French police and rescue services, tourist offices in France, Switzerland, and Italy, and airports throughout the Alps.
Recent research by price comparison site Confused.com revealed that one in four skiers are affected by drunks on the slopes; over 26 percent of 31 to 35-year-olds drink more than two glasses of wine before skiing; 35 percent of men drink and ski; and over 41 percent of over-30s think they are covered for accidents when drinking.
The ‘Don't Catch Your Death' campaign has been initiated following several alcohol-related accidents in the Alps over the last couple of years. One of the most recent tragedies happened in February 2009 when two Brits - Christopher Lockwood and Richard Ryan -died in Les Deux Alpes after falling down an icy ravine and according to a police spokesman "both men had drunk large quantities of beer."