Hong Kong Sevens bosses have teamed up with a leading youth charity to tackle teenage binge drinking at the event.
The Hong Kong Rugby Football Union (HKRFU) and the KELY Support Group will highlight the dangers of excessive alcohol consumption at the tournament, which takes place from March 23-25 at the Hong Kong Stadium.
Union chairman Trevor Gregory said the campaign would put the spotlight on an issue that had been a major worry for organisers.
'By partnering with the KELY Support Group we hope to help youths aged from 14 to 24 to enjoy the Hong Kong Sevens in the safest and most responsible manner,' Gregory said.
'This first-of-its-kind partnership with the KELY Support Group will help us engage local youth in the build-up to the Hong Kong Sevens on terms that they are familiar with and in a way that is relevant and engaging for them.'
Chung Tang, executive director of the KELY Support Group, stressed the campaign was not intended to spoil anyone's fun, but to encourage young people to drink responsibly.
They also want to make sure young fans are taken care of properly if they've had too much to drink, or if police have to act.