This campaign is a security and safety awareness campaign. The theme is to ski safely in relation to the abuse of alcohol, which can lead to accidents during or after skiing.

The safety awareness programme has been initiated by the Foreign Office for areas in which many ski resorts are located. It has been supported by French police and rescue services, tourist offices and airports in the regions of Savoie, Haute Savoie, Isère, Rhône as well as Geneva airport and several major Swiss ski resorts. In Italy, which joined the project later, resorts in the province of Turin will be involved for the forthcoming season.

British tour operators including the number 1 UK ski specialist Crystal Ski, Thomson Ski, First Choice Ski as well as student specialists Off the Piste and Ski Alpine have agreed to collaborate. It is a poster campaign which supports a diverse range of exciting and innovative education projects that aim to reduce alcohol misuse and make a tangible change in ski resorts. Projects range from posters in restaurants, bars, airports and other public spaces, as well as leaflets and display material in British tour operator owned chalets, club hotels and bars.

This campaign was initiated after several accidents in ski resorts which were directly related to alcohol abuse by young people. The aim of this campaign is to avoid accidents and deaths in ski resorts as alcohol can affect you more quickly at high altitudes and seriously limits your awareness of danger and cold.

"We are committed to supporting educational projects which make a positive difference to people lives and ensure that they have good, safe fun on their holidays" said Mathew Prior, MD of TUI Ski.