Alcohol education charity Drinkaware has unveiled its strategy for the next five years which reflects key changes in UK alcohol consumption.
Declining total alcohol sales and growing levels of abstinence amongst the young are seeing the charity shift its focus from under-age to older drinkers.
Drinkaware has identified two groups of older at risk drinkers who are more likely to be drinking significantly above the Chief Medical Officers’ guidelines on alcohol consumption, whether that’s at home or during a night out.
Reducing the number of drinkers in both these groups, along with increasing the provision of information and advice and engagement with consumers, are the three goals underpinning Drinkaware’s five year strategy.
Campaigns focusing on older drinkers are already underway with the ‘Have a Little Less, Feel a Lot Better’ campaign targeting men aged 45-65 who drink frequently, primarily at home, and who are disproportionately at risk of alcohol-related health harms.
The ‘You wouldn’t sober, You shouldn’t drunk’ campaign and the Drinkaware Crews, now operational in 13 local areas and set to expand between now and 2022, are targeting people who are more likely to be binge drinking and the charity will continue supporting people who are using alcohol to cope with stress and anxiety.
Drinkaware has also launched an e-learning course for operators, to help employees identify and support customers at risk from alcohol harm and is working to extend the reach of its website, app and other resources to help even more people across the UK make better choices about their drinking and its effects.
Drinkaware Chief Executive Elaine Hindal said:
“Drinking culture and habits in the UK have shifted significantly over the past five years and our new strategy reflects these changing currents.
“People are seeking information and advice in new ways and are increasingly looking for personalised help, support and advice about alcohol and its relationship to their health and wellbeing.
“Our five year strategy is based on an in-depth understanding of consumer behaviour as well as building on our considerable progress over recent years.
“It provides clarity both for us and for our funders and partners, whose engagement and support will be vital in helping us to meet our goals by 2022.”
ENDS
Notes to Editors
Drinkaware is an independent UK-wide, alcohol education charity with the objective of positively changing public behaviour and the national drinking culture. We aim to reduce alcohol misuse and minimise harm by helping people make better choices about their drinking. We achieve this by providing impartial, evidence-based information, advice and practical resources; raising awareness of alcohol and its harms and by working collaboratively with partners (including the medical community, public health, third sector organisations, local authorities, police and the drinks industry).
For further information visit www.drinkaware.co.uk
Drinkaware: key achievements
• Created Drinkaware Crew, a programme to train and equip staff in the night-time economy, now operating in 13 local areas
• Drinkaware app downloaded by 300,000 people
• Website attracted 9.3m unique visitors in 2016 and the charity aims to increase this to 15m. More than 1 in 10 UK adults accessed web information and advice and in key cities such as Manchester and Newcastle, this increased to more than 1 in 5.
• 70% of adults aged 18–65 years have heard of Drinkaware, confirming its position as the UK’s leading source of information about alcohol
• Provided NHS and other frontline staff with resources: 1.6 million Drinkaware unit and calorie counters, 800,000+ measuring cups and 300,000 advice booklets for parents and children
• Launched Drinkaware for Education, a free resource for teachers in primary and secondary schools
UK drinking habits
• Alcohol sales have been in significant decline since their peak in 2008
• Abstinence from alcohol is increasing in the UK and is now estimated at between 11-17% of the adult population
• Under-age drinking is declining. The number of 11-15 year olds saying they have drunk alcohol in the last week is 8% – a 10 year low.
• Evidence from the Health Survey for England (2016) suggests that amongst people aged 40-60, 33% of men and 18% of women are drinking above the Low Risk Guidelines; the health impacts of this are compounded by the fact that 28% of adults in this age group are also inactive and 69% are overweight or obese.
Sources for the above are available from the Drinkaware Strategy 2017-2022
