Mission: To make health a top priority for everyone in Northern Ireland.

Objectives:

• To raise awareness about what constitutes ‘a binge’.
• To raise awareness about the health effects of binge drinking.
• To encourage the target group to think about how much they drink.

Background:
In recent years, there has been growing concern about the issue of alcohol misuse. Following on from that, a greater focus is being placed on the relationship between drinking patterns and harm. Binge drinking can lead to an increased risk of violence, accidents, liver disease, coronary heart disease (for both men and women), high blood pressure for men, and certain cancers.^1,2 Binge drinking can also have a significant negative effect on a person’s mental health.

The Health Promotion Agency for Northern Ireland (HPA) commissioned research in 1999 to find out more about adult drinking patterns in Northern Ireland. In December 2002, the Agency published a report entitled Adult drinking patterns in Northern Ireland, which detailed the findings of this research. This report revealed that in Northern Ireland, 83% of adults aged 30–44 years drank alcohol, and of these, over half the men and a third of the women were binge drinkers. The research also found that the majority of 18–30 year olds engaged in regular binge drinking.

Qualitative research carried out by the HPA revealed that many people did not know what constituted a binge drinking session. A binge is defined as the following:

• For men, the consumption of 10 units of alcohol or more (approximately five drinks).
• For women, the consumption of seven units of alcohol or more (approximately four drinks).

In September 2000, the Department for Health, Social Services and Public Safety (DHSSPS) published A strategy for reducing alcohol related harm. Encouraging responsible drinking is one of the five action areas listed in the strategy, and the following are key actions listed under this area:

• Promote the recommended daily benchmarks.
• Highlight the positive aspects of moderate consumption (for specific groups) and abstinence.
• Provide practical guidelines for responsible drinking and strongly discourage drinking in specific situations, including driving, using machinery, participation in water sports etc.

Following the publication of this strategy and the HPA’s research on drinking patterns, the first phase of a public information campaign was developed and launched in March 2003: Everybody can enjoy a drink – nobody enjoys a drunk. This phase of the campaign was targeted at 18-30 year olds.

The campaign:
While phase one focused on the social unacceptability of drinking to excess/intoxication, phase two moved the focus to raising awareness of binge drinking and the associated health effects.

A number of creative concepts were developed for a television advertising campaign. The concepts were then pre–tested with the target audience through focus groups. These groups assessed reactions to the concepts and explored which, if any, would meet the campaign’s aims and objectives. Following pre–testing, one concept was developed into a television advertisement.

During March 2004, the television advertisement was launched. It is set in the present day, with the main character, Jamesy, around 40 years of age, lying in a hospital bed having suffered a stroke. A number of flashbacks are then shown, which give us an insight into Jamesy’s lifestyle and drinking pattern. The advertisement highlights some of the main health effects of binge drinking and defines what binge drinking is, concluding with the strapline:

You don’t have to be drunk to be doing real damage.

A radio advertisement reflecting the messages of this television advertisement was developed and broadcast on local radio during March 2005.

	Click here to view the 'Jamesy' television advert
	Click here to listen to the ‘Jamesy’ radio advert

In March 2006, print materials encouraging responsible drinking were developed. These materials included a You don’t have to be drunk to be doing real damage leaflet, beer mats and paper wine bottle bags featuring information about alcohol units. The leaflet was pre–tested with the target audience through focus groups. An alcohol unit calculator was also developed, which allows users to work out how many units of alcohol are in their favourite drinks.

Supplies of the leaflet, paper wine bottle bag and alcohol unit calculator were distributed to off sales across Northern Ireland. The alcohol unit calculator was also distributed to the general public as an insert in a popular entertainment magazine and various newspapers. The beer mats were distributed to pubs and clubs throughout Northern Ireland.

In October 2006, a new television advertisement was produced, entitled ‘Sponge’. This advertisement demonstrates the ‘wear and tear’ that regular binge drinking can have on the body, and highlights how many drinks constitute a binge. The advertisement was produced after a number of concepts were tested with the target audience.

Click here to view the 'Sponge' television advert

During November 2006, off sales chains Curley’s and Wineflair, and many independent off sales throughout Northern Ireland, were provided with spirit measuring cups and bottle bags carrying information about alcohol units to give out to their customers. Supplies of the ‘You don’t have to be drunk to be doing real damage’ leaflet were also issued to GP surgeries.

The spirit measuring cups, paper wine bottle bags, ‘You don’t have to be drunk to be doing real damage’ information leaflets, posters and alcohol unit calculator wheels are available from the Central Health Promotion Resource Service at each local Health and Social Services Board.

Media:
Link to press release on this campaign: 2004, 2005, March 2006, October 2006

References:

1. Murray R et al. Alcohol Volume, drinking pattern and cardiovascular disease morbidity and mortality: is there a U-shaped function? American Journal of Epidemiology 2002; 155(3): 242-48.
2. Muscat J E, Wynder E L. Tobacco, alcohol, asbestos, and occupational risk factors for laryngeal cancer. Cancer 1992; 69(9): 2244-51.