Chelmsford revellers are being urged to "suck it and shut it" as part of an innovative new scheme aimed at reducing late night noise during the busy Easter weekend.
Sweet point - Israel Pons and Vicki Bird lick up the lollipop scheme
Club and pub goers will be given lollipops upon leaving the town's bars and clubs on Thursday, Friday and Saturday night, with the idea that sucking the sweets will prevent them from shouting and screaming through the streets.
The scheme has been introduced by town centre manager Cathy MacBride, who was inspired by a similar operation in Southend, and is being run in partnership with Pub Link.
She said: "The campaign aims to change the psychology of people leaving licensed premises by quietening them down and making them almost child-like."
It is sponsored by Chelmsford public relations company Rathbone Media, and their client, sweet manufacturer Topps, who have provided 30,000 lollipops.
The scheme is being supported by Essex Police, who will be monitoring it.
"We are happy to support this scheme and help licensees," said Rathbone commercial director Vicki Bird.
If the lollipop initiative proves successful, it could be used again.
Published Friday April 9, 2004
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