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.
  1. Health Promotion Agency for Northern Ireland. Attitudes and behaviour of young adult drinkers in Northern Ireland. Belfast: HPA, 2003.
  2. 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.
  3. 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.