T-shirts in double-meaning boob

  
The pink tops carry the logo "Mine's a Double" across the chest and have been produced to persuade females to have at least two alcohol-free days a week.

The alcohol advisory team in Aberdeen claims the wording gives off a mixed-message and is inappropriate and potentially demeaning to women.

The executive said the shirts were issued with guidance as to their use.

They were produced for a specific newspaper campaign to promote safe drinking and also carry a small slogan on their left sleeves which reads: "I'm giving my body two days off alcohol."

However, the Joint Alcohol and Drug Action Team (JADAT) in Aberdeen is unhappy with the design and is sending them back to the executive. 

Team members also plan to take up the issue of the wording with Deputy Health Minister Rhona Brankin later this week.

Alcohol development officer Jennie Biggs said: "When we saw the T-shirts and how prominent the 'Mine's a Double' caption was, compared with the small slogan on the sleeve, we felt this was going to give out very mixed messages.

"The immediate reaction was - we don't want this loose in Aberdeen.

"The people we showed the T-shirt to did not get the intended message and felt it was inappropriate and referring to excess drinking.


'Specific guidance'

"The fact the T-shirt is pink, which tends to be associated with breast cancer campaigns, was also felt to be inappropriate."

An executive spokesman said the clothing had been designed with a very specific audience in mind.
He explained: "These T-shirts were designed for a particular promotion of safe drinking messages with a national daily newspaper. 

The T-shirts are designed to encourage women to lay off alcohol

"The Mine's a Double slogan references the advice that women should take two days off from drinking alcohol to allow their body to recover.

"The T-shirts were sent to local drug and alcohol teams as a gesture and came with very specific guidance on when they could be used - mainly with a younger target group in mind."

Paul Waterson, chief executive of the Scottish Licensed Trade Association, said it was important that messages promoting sensible drinking were clear.

"You have got to be very careful that the messages you send out are understood by everyone, not ambiguous and straight to the point about cutting out binge drinking," he said.