A campaign to raise awareness of the dangers of alcohol over-indulgence was launched this week.
The scheme aims to highlight safer drinking and anti-domestic violence over the festive period.
Chief Superintendent Gary Small said: “Over the festive holiday period we regularly see the unfortunate consequences of alcohol.
“We regrettably deal with numerous examples of inappropriate behaviour caused by excessive drinking.These can include violence, personal injury and drink-driving.
“We encourage everybody to enjoy the festivities but be mindful of the effect their alcohol intake has on themselves and others.”
The campaign will target 18 to 40-year-olds and focus on warning tipplers against drinking “shots”.
It is being co-ordinated by the police, Dumfries and Galloway Alcohol and Drug Support Partnership (ADP) and the region’s licensing board.
Posters will be displayed and staff at selected premises from Moffat to Dumfries will wear t-shirts highlighting the message.
Jim Parker, of DGADP, said: “Drinking large quantities of alcohol over a short period of time, such as shots, can lead to the drinker becoming vulnerable to a number of personal risks in the short-term and a range of health problems in the longer term.
“This campaign is therefore particularly important as we approach the festive season when people may be tempted to drink more than they might normally do.”
Public health medicine consultant Dr Andrew Carnon said: “Drinking to intoxication can lead to a range of immediate problems – injuries or illness needing medical attention, unsafe sex and the risk of a sexually transmitted infection or unwanted pregnancy, becoming involved in violence or a road accident, and social consequences such as the impact on family and friends.
“We urge people to think before drinking and keep safety in mind. Do you really want to spend your festive time sick and hungover, or perhaps in accident and emergency?”