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Binge drinking is a serious threat to public health
That’s the message from the Health
Promotion Agency for Northern Ireland (HPA) at the start
of a television and
cinema advertising campaign which highlights the risks associated
with binge drinking.
From this evening people here will see the damage drink
can do both in the short term and long term through the two
advertisements that will be running over the next two months.
Victoria Creasy, Senior Manager for Alcohol,
Drugs and Tobacco at the HPA, said: “Heavy drinking
is seen to be socially acceptable or even encouraged in
our culture, yet it is a
major factor in illness and disease. The short-term effects
from binge drinking include vomiting, fights, accidents and
hangovers. The long-term effects include damage to the liver,
heart, brain and stomach. It can also cause certain cancers,
for instance, of the mouth and throat and too much alcohol
in one go can even cause a heart attack or stroke.
“This campaign features two advertisements. The first
is aimed at 18–30 year olds and focuses on the more
immediate effects of binge drinking which include vomiting,
fights and aggressive behaviour. The second one is aimed
at 30 -45 year olds and focuses on the long - term health
effects of binge drinking. A binge is defined as consuming
at least 10 units of alcohol for men (approximately 5 drinks)
and at least 7 units of alcohol for women (approximately
4 drinks) in a single session, in other words half the recommended
weekly limit.”
Qualitative research from the HPA revealed that many people
here do not know what constitutes a ‘binge’ session.
When asked what binge drinking means, responses included “a
binge is when you drink for 3 or 4 days”; or “if
you take 15 – 20 drinks in one go”.¹
Victoria added: “We know from research that almost
three quarters of men and over half of women aged 18 – 30
who drink alcohol are putting their health at risk by concentrating
their drinking into sessions at the weekend. We also know
that 83% of adults aged 30 – 44 drink alcohol and of
this number over half the men and a third of women are binge
drinkers.
“We are not saying to people ‘Don’t drink’;
instead we are hoping to change the culture of drinking here
so it moves from the current situation of drinking that is
risky to people enjoying themselves by drinking responsibly.”
END
Notes
to the editor
- There will be a media facility on Tuesday 8 February
2005 between 11:00am and 12noon at the Health Promotion
Agency, 18 Ormeau Avenue, Belfast, when Victoria Creasy,
Senior Manager for Alcohol, Drugs and Tobacco, will be
available for interview.
- Health Promotion Agency for Northern
Ireland. Attitudes and behaviour of young adult drinkers
in Northern Ireland.
Belfast: HPA, 2003.
- Binge drinking
is recognised as playing a major role in the social
costs of alcohol misuse,
which is estimated
to be around £700 million per year in Northern
Ireland.
- The advertising campaign is funded by the Northern
Ireland Alcohol and Drugs Strategy to encourage
responsible drinking in Northern Ireland.
For
further information contact
Rosie McGaughey or Jenny Dougan on 028 9031 1611 or 9031 1514.
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