The aim is to raise awareness among young people of the harms associated with drinking alcohol. 

The drive is in response to an alarming rise in the numbers of adults choosing to drink at home as a result the Covid-19 pandemic and the impact that this can have on children.

The local campaign supports Balance North East's ‘What's the Harm' a drive to help increase awareness among parents of the Chief Medical Officer's guidance that an alcohol-free childhood is the healthiest and best option.

Research shows that from a young age children learn about acceptable behaviour by observing and copying their parents and elder siblings, so when it comes to drinking, it really is a case of leading by example.

In the coming months, Middlesbrough Council and partners will be encouraging young people to talk about their experiences with alcohol and to engage in local initiatives.

The focus will be on the needs of young people and providing them with the knowledge and support to help them make more informed choices around alcohol in adulthood.

Judith Hedgley, Middlesbrough Council's Head of Public Protection, said: "For children, drinking alcohol can lead to physical and mental health problems and  impair their development and performance at school and college.

"They are also more likely to be involved in accidents and risky behaviours. 

"It is important that we recognise the harm that excessive drinking at home can cause and to educate our children around safe and responsible drinking to prevent any future risks to their health and wellbeing.   

"It is also important that we, as a local authority, along with other partners from across the South Tees continue to recognise the impact that alcohol has across our communities and continue to do what we can to lower the risks of alcohol related harm."

Mark Adams, Joint Director of Public Health for South Tees, said: "Alcohol is harmful for adults but the risks are even greater for children as their minds and bodies are still developing.

"Whilst it is socially acceptable to enjoy a tipple with family and friends, it is important that we, as adults, act responsibly and educate our children around safe and responsible alcohol consumption to prevent alcohol related harm happening in the future.

"What young people see at home helps informs how they'll drink alcohol as an adult.

"So, just as children learn to walk and talk like their parents, they learn how to drink like them too.

"There are lots of hidden harms associated with alcohol consumption that can impact negatively on the physical and mental health and wellbeing of individuals especially our young ones."

• For more information on the Drinking At Home - At What Cost?Campaign - with links to useful self-help tools and support organisations -visit https://www.middlesbrough.gov.uk/drinkingathome

https://whatstheharm.co.uk/wp-content/uploads/2018/11/A-guide-for-parents.pdf)

• For the latest local updates and information, visit middlesbrough.gov.uk/covid19

For information on local help and support, visit www.middlesbrough.gov.uk/helpboro

For advice for Clinically Extremely Vulnerable residents call Middlesbrough Council's support line on 01642 729777

The latest advice from Government and Public Health England can be found at https://www.gov.uk/coronavirus