A YouGov poll has found that one in five of UK adults are drinking above the Chief Medical Officers’ low risk drinking guidelines and more than two thirds of these say they would find cutting down on their drinking harder to do than one or more other lifestyle changes – improving their diet, exercising more, or reducing their smoking, if they were smokers.
Working together for the first time, Public Health England and alcohol education charity Drinkaware are today (10th) jointly launching a new campaign, Drink Free Days to help people cut down on the amount of alcohol they are regularly drinking.
The campaign will be encouraging middle-aged drinkers to use the tactic of taking more days off from drinking as a way of reducing their health risks from alcohol.
The more alcohol people drink , the greater their risk of developing a number of serious potentially life limiting health conditions, such as high blood pressure and heart disease, as well as seven types of cancer.
Regular drinking also increases the amount of calories consumed and can contribute to weight gain and obesity.
Evidence from behavioural science suggests that simple and easy ways of helping people to change their behaviour are the most effective, which is why Drinkaware and PHE have chosen to focus on Drink Free Days. Pre-campaign research also found that the concept resonated strongly with people and was seen as clear to follow, positive and achievable.
Duncan Selbie, Chief Executive at Public Health England, said:
“Many of us enjoy a drink – but whether it’s a few in the pub after work a couple of times a week, some beers on the sofa watching the football or regular wine with our dinner – it’s all too easy to let our drinking creep up on us.
“While the link with liver disease is well known, many people are not aware that alcohol can cause numerous other serious health problems, such as high blood pressure, heart disease as well as several cancers. It’s also an easy way to pile on the pounds.
“About 10 million people in England are drinking in ways that increases the risks and many are struggling to cut down. Setting yourself a target of having more drink free days every week is an easy way to drink less and reduce the risks to your health.”
Commenting, Drinkaware Chief Executive Elaine Hindal said:
“The more you drink, the greater the risk to your health. It’s really that simple.
“But an increasing number of people, particularly middle aged drinkers, are drinking in ways that are putting them at risk of serious and potentially life limiting conditions such as heart disease, liver disease and some types of cancer.
“That’s where this campaign comes in and we’re delighted to be joining forces with Public Health England for the first time to help give people that knowledge.
“Having a few drink free days each week, will help reduce the risks to your health and improve your wellbeing.”
This new partnership between Public Health England and Drinkaware is a fresh and bold step in our work to reduce alcohol harm. PHE’s One You digital platform has a strong track record on encouraging behaviour change; Drinkaware is an independent educational charity with an extensive reach to the key audiences. Working together to help communicate the message that having drink free days will reduce the risks to your health is the first move in what we hope will be a long term partnership.