Russian men are estimated to drink about 70% more pure alcohol than their American counterparts, and United Nations figures suggest alcohol was the main culprit in 30% of all deaths in Russia in 2012. Government incentives, penalties and price hikes seem to be making little difference. But the ideas keep on coming. In Moscow, a pilot scheme will see the city's health department issue certificates to people who stay clean, and the head of Russia's anti-drugs service has even suggested devoting a television channel to helping people beat their addictions.