At the moment we now have introduced one thing totally different. For our new alcohol marketing campaign, we’re partnering with the tutorial charity Drinkaware to encourage middle-aged common drinkers to take extra drink free days to assist cut back their threat of growing severe well being issues.
The marketing campaign, Drink Free Days, branded as a part of PHE’s OneYou, will use radio advertisements and social media to interact drinkers with messages that can resonate with many reminiscent of:
‘Have you ever ever instructed somewhat white lie when your physician asks how a lot you drink? It’s simple to child ourselves about our ingesting.’
This new partnership with Drinkaware is step one in reframing our relationship with the alcohol trade, and with those that work with them, round hurt discount.
Some individuals will disagree with PHE working with Drinkaware as they’re partly funded by the alcohol trade however factually they’re ruled independently and we shall be fiercely vigilant on this.
We have already got a robust observe file of working with trade companions to encourage more healthy life at a inhabitants degree. For instance, our work on Change4Life, which includes round 200 nationwide companions, helps to construct new social norms and helps PHE’s reformulation agenda by creating client demand amongst mother and father and kids for more healthy meals.
You’ll have seen the early successes we now have had with the meals trade to cut back sugar of their merchandise and that is the strategy we’re going to take with the alcohol trade.
PHE’s campaigns have a robust observe file in encouraging behaviour change and supporting individuals to take motion utilizing digital instruments. Every year there are over 9 million visits to the Drinkaware web site. By working with them we will leverage this in depth attain to the important thing audiences.
We’ll undertake our personal analysis of the marketing campaign, impartial of Drinkaware and funded by PHE.
The underside line is we have to get actual with the general public on hurt discount.
Whereas many individuals drink at decrease threat ranges, 10.eight million adults in England are ingesting at ranges that pose some threat to their well being (1 in 5 girls and 1 in Three males).
Most individuals are unaware that they’re ingesting over the decrease threat limits and most are unconcerned about their use of alcohol. The odd drink after work, just a few beers on the couch watching the soccer or half a bottle of wine with dinner just a few nights within the week, on high of the extra conventional social ingesting over the weekend, creeps up on you.
The overwhelming majority of those individuals do not need a major problem with alcohol and usually are not dependent, they’re simply ingesting a bit an excessive amount of and too typically.
The marketing campaign launches as a brand new YouGov ballot of 9,000 UK adults finds that one in 5 of UK adults are ingesting above the Chief Medical Officers’ low threat ingesting pointers and greater than two thirds of those say they’d discover slicing down on their ingesting tougher to do than a number of different way of life adjustments – enhancing their food regimen, exercising extra, or decreasing their smoking, in the event that they have been people who smoke.
And whereas many are conscious of the hyperlink between alcohol and liver illness, there may be far much less consciousness of the hyperlinks to a spread of cancers, coronary heart illness, hypertension and over 200 different well being issues the place alcohol is a causal or contributory issue.
Alcohol misuse accounts for £3.5 billion in prices to the NHS however this determine is dwarfed by the prices to the broader society which incorporates £11 billion on alcohol-related crime and £7 billion in misplaced productiveness by unemployment and illness.
The message to cut back your threat by ingesting much less by having extra common drink free days each week is a part of our One You more healthy behaviours marketing campaign, that we all know is a simple to realize and palatable message to individuals who take pleasure in a drink and works for them with out being condescending.
Extra extensively, by partaking on this method, we now have the chance to increase the selection of no and low alcohol merchandise, reframe how we converse with the general public in regards to the dangers of alcohol, and finally cut back alcohol harms.