A graphic poster campaign has been launched by South Wales Police to stop alcohol-related violent crime.
From Cardiff to Pontypridd the force will be stepping up their patrols as the Christmas party season gets into full swing.
The poster above, showing a man lying on a blood-stained kerb with a shattered pint glass beside him, will be put up throughout venues in the region.
Professor Jonathan Shepherd, director of Cardiff University Violence Research Group, said he often dealt with patients at University Hospital Wales who had been injured by one blow to the face.
He said: “It’s common for people to end up in intensive care due to a blow to the face and partly due to alcohol. It’s hard for us to know when they come in with blood streaming from their nose and their head whether they are unconscious because of the blow, alcohol, or both.”
Prof Shepherd said the use of graphic images in public communications had made a difference in other areas such as drink driving.
“I think we saw with the public health campaigns around drink driving and speeding, and the graphic adverts for those, just how public perceptions can change.
“However, we know there is a lot more to do with alcohol fuelled violence and needs a bigger culture change to protest people.
“The current drinks offers in Cardiff city centre and at off licences allow some ciders for 21p per unit. The new licensing laws need to address this.”
Police want to highlight the danger of ‘one punch manslaughter’, where a punch thrown can mean a fall or a slip onto a kerb or pavement shattering the victim’s skull.
The campaign is part of Operation Blitzen that plans to stamp down on crime during the festive season.
Chief Inspector Paul Davies said: “Operation Blitzen offers advice on how to avoid becoming a victim of such criminal activity, along with personal safety information relating to nights out and alcohol awareness. The campaign also provides details of what police are doing across the region to combat crime this Christmas.
“Our aim is to keep South Wales safe, and by taking sensible measures with your property and with crime at its lowest level for 25 years, we hope this Christmas will be enjoyable for all.”
The One Punch campaign will run throughout December and into the New-Year and is targeted mainly at males between 17 and 40.