Today now we have introduced one thing totally different. For our new alcohol marketing campaign, we’re partnering with the academic charity Drinkaware to encourage middle-aged common drinkers to take extra drink free days to assist reduce their threat of growing severe health issues.
The marketing campaign, Drink Free Days, branded as half of PHE’s OneYou, will use radio adverts and social media to have interaction drinkers with messages that can resonate with many similar to:
‘Have you ever told a little white lie when your doctor asks how much you drink? It’s straightforward to child ourselves about our consuming.’
This new partnership with Drinkaware is the first step in reframing our relationship with the alcohol business, and with those that work with them, round hurt discount.
Some folks will disagree with PHE working with Drinkaware as they’re partly funded by the alcohol business however factually they’re ruled independently and we can be fiercely vigilant on this.
We have already got a powerful observe report of working with business companions to encourage more healthy existence at a inhabitants stage. For instance, our work on Change4Life, which entails round 200 nationwide companions, is serving to to construct new social norms and helps PHE’s reformulation agenda by creating shopper demand amongst mother and father and youngsters for more healthy meals.
You could have seen the early successes now we have had with the meals business to reduce sugar of their merchandise and this is the method we’re going to take with the alcohol business.
PHE’s campaigns have a powerful observe report in encouraging behaviour change and supporting folks to take motion utilizing digital instruments. Each 12 months there are over 9 million visits to the Drinkaware web site. By working with them we are able to leverage this in depth attain to the key audiences.
We will undertake our personal analysis of the marketing campaign, unbiased of Drinkaware and funded by PHE.
The backside line is we’d like to get actual with the public on hurt discount.
While many individuals drink at decrease threat ranges, 10.8 million adults in England are consuming at ranges that pose some threat to their health (1 in 5 girls and 1 in 3 males).
Most individuals are unaware that they’re consuming over the decrease threat limits and most are unconcerned about their use of alcohol. The odd drink after work, a couple of beers on the couch watching the soccer or half a bottle of wine with dinner a couple of nights in the week, on prime of the extra conventional social consuming over the weekend, creeps up on you.
The overwhelming majority of these folks shouldn’t have a significant issue with alcohol and are usually not dependent, they’re simply consuming 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 consuming above the Chief Medical Officers’ low threat consuming tips and greater than two thirds of these say they might discover chopping down on their consuming tougher to do than a number of different life-style adjustments – enhancing their weight-reduction plan, exercising extra, or lowering 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 is far much less consciousness of the hyperlinks to a spread of cancers, coronary heart illness, hypertension and over 200 different health 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 wider society which incorporates £11 billion on alcohol-related crime and £7 billion in misplaced productiveness by means of unemployment and illness.
The message to reduce your threat by consuming much less by having extra common drink free days each week is half of our One You more healthy behaviours marketing campaign, that we all know is a straightforward to obtain and palatable message to individuals who get pleasure from a drink and works for them with out being condescending.
More extensively, by participating on this means, now we have the alternative to prolong the alternative of no and low alcohol merchandise, reframe how we converse with the public about the dangers of alcohol, and finally reduce alcohol harms.