Skip to content

Blue light services team up to tackle alcohol-related incidents this party season

A new alcohol awareness campaign run by London’s three emergency services and backed by the Mayor of London and City of London Corporation launches today (Monday, 30 November).

‘Eat, Drink and Be Safe’ is a partnership approach which sees London Ambulance Service, London Fire Brigade and Metropolitan Police Service join forces to encourage Londoners to keep themselves safe, while also having fun this festive season.

As part of the campaign, posters advising the public to eat before going out, drink sensibly and plan ahead for a safe journey home, will appear across the London Underground network.

A social media campaign will also run throughout December, providing tips and alerts for people as they enjoy their night out, so that they can look after themselves and their friends.

Alcohol-related calls are the most common need for an ambulance among 21-30 year olds across London. Some startling statistics from the emergency services show:

  • London Ambulance Service responded to over 5,000 alcohol-related incidents last December *
  • There have been 335 accidental alcohol related fires so far in 2015, according to London Fire Brigade
  • More than half of the people who died in accidental fires last year had alcohol in their bloodstream.

Dr Fionna Moore, Chief Executive of London Ambulance Service said “We want Londoners to have a good time during the party season, but we also want them to be safe. The wellbeing of the people of London is at the heart of everything the emergency services do. We’re pleased to be working together to make a real impact in tackling the number of alcohol-related incidents we see at this time of year.”

London Fire Brigade Director of Operations Dave Brown, said: “We’re not out to put a dampener on the Christmas party season, but want Londoners to take a few simple actions to ensure the emergency services don’t interrupt their night out. We are delighted to be adopting a joint approach with the other services to keep Londoners safe this Christmas.”

Commander Simon Letchford, from the Metropolitan Police Service, said: “We want people to enjoy London’s vibrant night-time activities in the run up to Christmas. However, the misuse of alcohol can result in disorder and anti-social behaviour that causes a strain on emergency services and diverts them from priority calls.

“Individuals can also make themselves vulnerable, putting themselves – and others – at greater risk of injury, as well as increasing their chance of falling victim to crimes. That is why we are very pleased to have this opportunity to join with our 999 partners in this targeted initiative to help tackle this important issue.”

Deputy Mayor of London Roger Evans, said “London is a fantastic place to be at Christmas time, whether you are living here or visiting. The capital’s festive spirit is unbeatable, with Christmas markets dotted around the city, wonderful ice rinks, carol concerts and unrivalled shopping, topped off by our world-class New Year’s Eve fireworks display. By working together, this campaign is about making sure everyone can enjoy our great city to the full, while remembering to stay safe.”

For more information please visit or follow the campaign on social media #EatDrinkBeSafe


  • *5,059 alcohol-related incidents attended by London Ambulance Service in December 2014.
  • Advertising will appear throughout the London Underground network promoting the campaign during the first two weeks in December (Monday, 30 November- Monday, 14 December).
  • The campaign has received funding from the following partners: Greater London Authority, London Ambulance Service, London Fire Brigade, the City of London Corporation, London Drug and Alcohol Policy Forum and the Safe Sociable London Partnership. Other partners, such as TfL and the Metropolitan Police Service are also providing support.
  • Data for local boroughs and spokespeople for interview are available upon request.
  • London Ambulance Service NHS Trust is the busiest emergency ambulance service in the UK that provides healthcare that is free to patients at the time they receive it.
  • We have over 4,500 staff, who work across a wide range of roles based in 70 ambulance stations. We serve more than eight million people who live and work in the London area.

Follow us on Twitter at or visit us on Facebook at