Underage drinking is being tackled through a new alcohol campaign in the heart of a Glasgow community.

Off-licences and people who buy drink for youngsters will be targeted in an effort to beat teen boozing.

The North West Community Alcohol Campaign, which launched yesterday, aims to increase awareness and use of alcohol among young people in the Dumbarton Road corridor.

NHS Greater Glasgow and Clyde, Police Scotland, Glasgow Life and Glasgow Council Alcohol Resilience Team met in The Heart of Scotstoun Community Centre to discuss how they will each be involved in implementing the campaign.

If the campaign is successful, it will be rolled out throughout the rest of the city.

Community involvement and participation was highlighted by all involved as one of the most important ways to combat anti-social alcohol related behaviour.

Jacqui Smith, from Glasgow Council on Alcohol said: “It’s about setting an ambition for Glasgow, changing Glasgow’s relationship with alcohol and improving the health and wealth being of its young people.

“One of the key features is reducing accessibility and acceptability of alcohol in the communities.”

The campaign will support local off sales to comply with the law and refuse inappropriate sales.

Police Scotland have pledged to work with the sellers to train them in spotting possible agents buying for underagers and will introduce a bottle marking scheme to allow them to see where alcohol has been bought from.

Ms Smith added: “It’s not about layering something on top, it’s about investing in what’s already there on the ground and that takes a bit of discussion with the community”.

Deterrents from underage drinking will receive significant funding as part of the campaign, and have been heavily supported by Glasgow Life.

Stephen McDermott, from Glasgow Life, said: “£10,000 was made available for local organisations in order to provide youth education activities, aligned with diversionary activity, particularly activities at weekends and the evenings so young people are taken away from negative behaviours in the community."

Two partners in the campaign, A&M Scotland and DRC Youth Project, have tailor made activities after receiving feedback from young people on what they would like to see on offer.

Robert McHarg, chief executive officer at A&M Scotland, explained that the two organisations are “diverting young people from negative lifestyle choices into positive activity and positive lifestyle”.

To do so they will be opening Youth Cafe in Yoker Community Campus, specifically targeted at females aged 15 and over, and Saturday evening football event. Transport to and from the events will be provided and supervised by youth workers and staff.

Previous activities organised by the groups in other areas of the city were linked to reductions in disturbance calls, vandalism, street drinking and youth disorder, according to figures from Police Scotland.