Drinks industry group Meas has launched a new campaign designed to highlight how drunken behaviour impacts others.
Meas, which is funded by the drinks industry, is using "social innocents" such as A&E nurses, taxi-drivers, shop workers and neighbours of a noisy house party to illustrate that the days of drunken behaviour being acceptable in Irish society are over.
The 'Had Enough' campaign will show a young woman being harassed on a street; a group of drunks in a busy A&E department; and a shop worker cleaning up the mess outside their premises from the night before.
The nationwide campaign, which includes TV and radio ads, will also be seen in bars, nightclubs and cinemas and online, as part of the drinkaware.ie campaign.
"The primary aim of the campaign is to remove the social permission for public drunkenness and anti-social behaviour that has been tolerated in Ireland for so long," said Fionnuala Sheehan, the chief executive of MEAS.
"Research into how young adults feel about excessive drinking, public drunkenness and the entrenched cultural perceptions in Ireland around the whole issue of alcohol consumption, showed that Irish society is ready for a new strategic approach to addressing the negative consequences of alcohol abuse and misuse."
The drinkaware.ie campaign is being backed by the Irish Nurses Organisation and the Irish Taxi Federation.