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• New research shows one in six people worry about the amount they drink based on the number of  drinks bottles they recycle*
• Britons now drink more frequently in the home than in pubs / bars / restaurants  – nearly two days per week at  home versus 1.5 days outside (on average)*
• One in four British adults regularly drink at levels that put their health at risk
• 81% of population are still unaware of recommended unit guidelines**

London, 20 October 2008: The Drinkaware Trust (Drinkaware) – an independent UK charity which aims to reduce alcohol harm - today launches a new public education campaign to raise consumers’ awareness of their drinking habits by highlighting how often they fill their recycling bins or visit bottle banks.

Derek Lewis, Chairman of Drinkaware, said: “Drinking in the home can lull us into a false sense of security because we simply fail to take note of the amount we consume. But the reality is that many people are unwittingly at risk from the long-term health problems associated with drinking too much alcohol.

“With this campaign, we’re encouraging everyone to use the evidence of the cans and bottles in their recycling bins to gauge whether or not they’re overdoing it. We hope this new approach to an old problem will alert many people to the risks involved with their current alcohol consumption.”

The £1 million pound campaign – entitled ‘Alcohol: how much is too much?’ – invites audiences to reflect on their own alcohol intake in relation to the government’s recommended unit guidelines. It will run in selected cities around the UK with provocative advertising on display in train stations, on bus sides and in outdoor locations.

Dr Michael Wilks, President of Standing Committee of European Doctors and who for the last 15 years has been advising on the risk of alcohol on society and the individual, says that this campaign is an important step in changing our approach towards drinking.

“There is a tipping point – if you’re regularly drinking 35-50 units a week – then you’re at risk of irreversible damage to your health and chronic disease,” said Dr Wilks.

“Our advice is simple: Stick to the Government’s recommended unit guidelines of 2-3 units a day for women and 3-4 units a day for men and you can still enjoy drinking without putting your health at risk.”

Professor Ian Gilmore, alcohol specialist and President of the Royal College of Physicians, said he supported Drinkaware’s innovative approach to tackling the issue of alcohol misuse, especially in the home. He added: “All too often, a person’s drinking gradually escalates to the point of causing long-term damage without them even being aware of it.”

To coincide with the launch of the campaign, Drinkaware has extensively re-vamped its website, drinkaware.co.uk, which now offers clinician-reviewed health fact sheets, lifestyle features, and a new and improved drinks diary and units calculator.

ENDS

Note to editors:

1. High resolution images of the campaign visuals / advertising and supporting photography are available upon request. Case studies and real people vox pops are also available upon request.

2. Spokespeople available to talk about the campaign and the importance of drinking safely, are listed below:

a. Dr Michael Wilks - President of Standing Committee of European Doctors and who for the last 15 years has been advising on the risk of alcohol on society and the individual

b. Derek Lewis – Chairman of The Drinkaware Trust

3. * Urban Life survey commissioned by Drinkaware, September 2008 (sample size: 4,400)

** YouGov survey commissioned by Drinkaware, June 2008 (sample size: 2000)
The question gave respondents a number of options to choose from asking them to nominate which amount most closely matched the UK’s government safe guideline of drinking for a healthy female / male adult.
Results:
Female                                                     Male
Correct (2-3 units): 18%                         Correct: (3-4 units): 20%
Incorrect (all other options): 82%           Incorrect (all other options): 80%
Additional stats (with regional breakdowns) available upon request.
 

About The Drinkaware Trust

• The Drinkaware Trust is an independent UK charity that aims to reduce alcohol misuse and minimise alcohol-related harm by providing people with practical advice and information. It fulfils a challenge set by Government in the Alcohol Harm Reduction Strategy for an industry-supported fund to provide education, information and campaigning activity for consumers.
• The Drinkaware Trust was established following a Memorandum of Understanding signed by UK ministers and the Portman Group. This enabled the Portman Group’s former campaigning arm – called The Drinkaware Trust – to be transformed into the new independent charity. The Drinkaware Trust is consumer-facing, while the Portman Group now focuses on industry regulation.
• The Drinkaware Trust is supported by voluntary donations from across the alcohol drinks industry, including producers, pub companies and retailers. The aim is to secure an annual budget of at least £5 million from as broad a base of support as possible.
• Drinkaware.co.uk is the UK’s leading online alcohol information portal. It features an interactive unit calculator that can accurately assess unit intake per session, a drinks diary, a self assessment test, and numerous useful hints and tips. No matter your age, situation or stage of life, drinkaware.co.uk can provide you with all the information you need to enjoy alcohol safely and responsibly.
• Truthaboutbooze.com is the UK’s first ever drink awareness site dedicated to teens. It contains information and advice specifically aimed at teenagers, including the effects of alcohol and personal stories, and is regularly updated.

Page last updated by

Root User, 19 Apr 2010.