Drinkaware launches £1 million ad campaign

Published: 20 October, 2008

The Drinkaware Trust is ploughing £1 million into an ad campaign designed to raise awareness of home drinking habits.

The Drinkaware Trust is ploughing £1 million into an ad campaign designed to raise awareness of home drinking habits.

The 'Alcohol: How Much is too Much?' campaign, which kicked off today, aims to rise awareness by highlighting how often people fill their recycling bins.

The campaign will run in selected cities around the UK with advertising on display in train stations, on bus sides and in outdoor locations.

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."

Added Dr Michael Wilks, president of Standing Committee of European Doctors: "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."

"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."

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

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