Is there a message in your empties?
Drinkaware’s new campaign on excessive drinking in the home highlights the embarrassing evidence to be found in many recycling bins
* 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**
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.”