Awareness campaign launch

31 October, 2008

The Drinkaware Trust has launched its biggest campaign yet in a bid to raise consumers' awareness about how much they drink.

A £1 million poster campaign called Alcohol: how much is too much? will run on bus sides, in train stations and outdoor sites in UK cities, and focuses on how many drink bottles consumers recycle .

Drinkaware chairman Derek Lewis said: "Drinking in the home can lull us into a false sense of security because we fail to take note of the amount we consume. The reality is many people are at risk from long-term health problems associated with drinking too much ."

The charity carried out research that found one in six Brits worry about the amount they drink based on how many bottles they recycle.

Drinkaware has also revamped its website, drinkaware.co.uk, to offer health fact sheets, lifestyle features, a new and improved drinks diary and units calculator, and is running a social networking campaign on Facebook.

It also staged "boxercise" gym sessions at London's Kings Cross train station to highlight the time it would take to burn off calories consumed when drinking .

The Wine & Spirit Trade Association has called for alcohol education to be made compulsory in schools, after the government announced that personal, social and health education would become a mandatory subject for children aged five to 16. Chief executive Jeremy Beadles said: "Attitudes to alcohol need to change and consistent education about it to all children is vital if we are to achieve that."

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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