Know your limits advises new binge drinking awareness campaign
A new binge drinking awareness campaign has been launched today by the Health Promotion Agency for Northern Ireland (HPA) to encourage the public to think about how much they drink and to know the limits when it comes to alcohol.
The campaign is the next phase of the HPA's drive to raise awareness of binge drinking and uses hard-hitting television advertising to highlight the impact this style of drinking can have on health.
During the launch Dr Brian Gaffney, Chief Executive of the HPA, said: "The amount of alcohol that can have a negative impact on health is much smaller than the majority of the public realise, so encouraging people to think about what they drink is the focus of this campaign. Research carried out by the HPA showed many people in Northern Ireland did not know what amount of alcohol actually causes damage and constitutes a binge. Binge drinking does not mean prolonged bouts of drinking that can last for weeks, but is defined as drinking at least 10 units of alcohol for men (about five drinks) and at least seven units of alcohol for women (about four drinks) in a single session.”
Binge drinking is a particular feature of the drinking culture here and doing it regularly - even once a week - has major health consequences. Research conducted by the HPA showed that of those people surveyed who drank alcohol, almost half the men (48%) and over a third of women (35%) had engaged in at least one binge drinking session in the week prior to the survey.¹
Dr Gaffney continued: “Many people can enjoy a drink without experiencing any major problems but for others it can be a different story. Evidence shows that heavy alcohol consumption is associated with higher blood pressure which is the main risk factor for stroke.² There is a strong association between binge drinking and fatal heart attacks. Research has also shown that more than four glasses of wine can interfere with the normal anti-clotting functions of the blood which would support the claim that there is a higher risk of death from heart attacks among binge drinkers.”³
The short-term damage caused by binge drinking includes accidents and injuries from assaults, anti-social behaviour, alcohol poisoning, unplanned pregnancy and STIs. The long-term health effects of binge drinking include brain, heart, liver and pancreatic damage, cancers such as mouth and throat cancer, and an increased risk of breast and stomach cancer.
The campaign also includes a new website www.knowyourlimits.info which is packed with information including facts about alcohol, units, hangovers, when not to drink and where to get help. A unit calculator wheel to help people work out the units of alcohol they are consuming, an information leaflet and poster are other elements of the campaign.
Dr Gaffney concluded: “The campaign is challenging not only those people who go out and indulge in excessive drinking but also those who relax over a quiet drink at home as they too have the potential to be binge drinkers and are also putting their health at risk. The message is clear, you don’t have to be drunk to be doing real damage.”
The television advertising will be broadcast from today and will run until 16 November. Curley’s, Wineflair and many independent off-sales will be supporting the campaign by providing customers with information about alcohol and health.
END
Notes
to editors:
The campaign launch starts at 10.00am on Monday 16 October at the HPA,
18 Ormeau Avenue, Belfast. There will be a media facility from 10.30 – 11.00am when Dr Brian Gaffney and other guests will be available for interview.
Click here to view the new binge drinking television advertisement.
1 Health Promotion Agency for Northern Ireland. Adult drinking patterns in Northern Ireland. Belfast: HPA, 2002.
2 Trevisan M, Krogh V, Farinaro E, Panico S, Mancini M. Alcohol consumption, drinking pattern and blood pressure: analysis of data from the Italian National Research Council Study. Int J Epidemiol 1983;12:145-150.
3 Kraaijenhagen RJ, Von dem Golde PM, Bouma BN, Hart HC. Acute inhibitory effect of alcohol on fibrinolysis. European Journal of Clinical Investigation 2001;31:164-170.
It is recommended that men drink no more than 3 to 4 units of alcohol a day and no more than 21 units over the course of a week while for women it is recommended they drink no more than 2 to 3 units of alcohol a day and no more than 14 units over the course of a week. Drinking above the daily limits every day puts health at risk.
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 at the HPA on Tel: 028 9031 1611.
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