North Tyneside is one of the areas facing a growing challenge with people hurting themselves while under the influence of drink.

Now, partnerships in the borough are being asked to select an alcohol champion if they do not already have one, which will link into an alcohol strategy group aimed at trying to slow down the problem.

The new measures were outlined at a meeting of the North Tyneside Strategic Partnership.

Chris Reed, of NHS North of Tyne, said the problems around alcohol was repeatedly rising up the national agenda in terms of public health.

"A lot of national health marketing now has moved away from tobacco towards alcohol harm and problems," he said.

Delegates from the Department of Health Alcohol Harm Reduction (AHR) National Support Team (NST) had visited the borough in January to offer support in achieving the government's key deliverables for alcohol reduction.

Although the visit focused on the delivery of strategies, it also looked at how and to what extent complementary programmes and initiatives contribute to the delivery.

Mr Reed said: "The visits are really pressing all local partnerships to go up a step from work we have been doing to a new level of activity and focus.

"There is a view from the NST that everyone of each partnership needs to identity an alcohol champion and needs to see clear action plans as to how they are going to go a step forward in terms of their programme to tackle alcohol harm.

"The NHS key target is to reduce alcohol related hospital admissions. It is one of the key measures giving an indication of how we are doing."

A report from the visit said: "As well as there being a number of people who are strong advocates for the alcohol agenda, alcohol harm reduction is firmly embedded in strategies, needs assessments, plans, targets and partnerships."

Mr Reed added: "The key message is alcohol reduction is coming up on the agenda, it's not going to go away."