EXPERTS of Chelmsford's night-time economy are backing the Essex Chronicle's Every Action Has A Consequence campaign.
Following the unprovoked attacks on Urim Rama and Kiran Vadnagra, the authorities agree that more needs to be done to prevent drunken violence in the city.
Our campaign is run in conjunction with Chelmsford City Council's Safer Chelmsford Partnership, a forum that works to reduce violent crime.
The campaign, which launched in November, when Jamie Waters was jailed for the fatal one-punch attack on Urim Rama in Duke Street, started to gather pace this week with a poster launch in the city's biggest bars and clubs.
But Joe Ferrari, chairman of Publink, believes more needs to be done about bar owners offering cheap drinks.
Mr Ferrari said: "Alcohol and the overarching misuse of it is the problem here.
"Very few sadistic people want to go around punching people for no reason.
"What would help the situation is if alcohol was not sold so cheaply, and by pubs and by supermarkets.
"In this sense, maybe we deserve it because we are the architects of our misfortune because nobody wants to solve the problem.
"We need harsher enforcement against the people who break the licensing regulations."
Senior investigating officer on the Vadnagra case, Detective Inspector Anne Cameron, also believes the campaign can only help to promote better behaviour in nightclubs and bars.
DI Cameron, who specifically deals with high-profile cases, said she has witnessed many horrifying incidents and Mr Vadnagra's assault was one from which the police did not expect him to recover.
"Essex Police has seen a number of cases where somebody has died as a result of one punch," she said.
"While there is a perception that the offender has consumed alcohol, this is not always the case.
"There are people who just like to show off their boxing skills when somebody stands up to them. In this case, no one stood up to Bowers.
"Kiran has suffered significant injuries resulting in hospital care being required for the rest of his life.
"This also impacts on the family, who will be reminded of his attack every time they visit him.
"The campaign will remind people that their action can have a serious consequence to their lives, the lives of the person they attack and their families.
"When thinking one punch can kill, it is worthwhile to remember, keep your fists in your pockets."
Joint partner of the campaign, the Safer Chelmsford Partnership's community safety manager, Spencer Clarke, works tirelessly to promote the safe consumption of alcohol.
But he also admits educating people on the one-punch issue is a difficult one to tackle, as most of the offenders come from outside the county.
He said: "It is such a tragic situation, this one punch.
"You have to think about what sort of upbringing someone has had to do it.
"Maybe they have also been on drugs.
"It is tough because not only does it impact on the victim and the victim's family, but also the prosecuted's family and it must be horrific.
"The consequences have an impact on everything and it causes fear.
"We want people to come to Chelmsford, it has a great nightlife, we have a good CCTV team and a good relationship with the police – it is just not trendy to be drunk any more.
"My message to Kiran Vadnagra's family is that it was a tragic accident and whatever we can do to promote awareness around this issue we will.
"We have now begun using social media via Bluetooth on your mobile phone to send awareness messages about getting home safely or limiting your drink."
