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

That’s the straight talking message from the Health Promotion Agency for Northern Ireland (HPA) as it launched a new campaign to raise awareness of the links between binge drinking and serious damage to health.

The hard-hitting television advertising campaign, which features the strapline 'You don’t have to be drunk to be doing real damage’, will both shock and confront viewers as they see the advertising for the first time tonight.

Speaking at the launch Dr Brian Gaffney, Chief Executive of the HPA, said: “A recent survey carried out by the HPA revealed that in Northern Ireland 83% of adults aged 30–44 years drink alcohol and of this number over half the men and a third of the women were binge drinkers. This campaign targets that age group and wants to encourage them to think about how much they drink and what exactly binge drinking is and to highlight that this type of drinking – even if it is once a week – can have a really serious impact on their health.”

Qualitative research carried out by the HPA revealed that many people who were surveyed did not know what a binge drinking session equated to. A binge is defined as consuming at least 10 units of alcohol for men (approximately five drinks) and at least seven units of alcohol for women (approximately four drinks) in a single session, in other words half the recommended weekly limit. Responses to what binge drinking means included “a binge is when you drink for three or four days”; “if you take 15–20 drinks in one go”; or “drinking to the point when you don’t remember anything”.¹

Professor Ian Young, Professor of Medicine at Queen’s University Belfast, also speaking at the launch said: “Most people will realise binge drinking can lead to an increased risk of violence or accidents. However, there are also a number of long term negative health effects highlighted in this campaign which people will find quite shocking. Some people are aware of the link between alcohol and liver disease but many are unaware of other serious health risks which this type of drinking can bring.

“We know from research that binge drinking increases the risk of coronary heart disease for both men and women. Binge drinking can also increase the risk of high blood pressure for men and can increase the risk of developing certain cancers.², ³ This type of drinking can have a significant negative effect on a person’s mental health.”

The television advertisement 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. We are then shown a number of flashbacks giving us an insight into Jamesy’s lifestyle.

Dr Gaffney concluded: “The television advertisement focuses on an individual whose lifestyle will seem frighteningly familiar to many. It highlights that while most people drink and can enjoy it without getting drunk many need to understand that binge drinking is seriously damaging their health.”

The television advertising will be supported by an information leaflet Alcohol in focus, which is already available from local Health and Social Services Boards, GP surgeries and pharmacies. The advertising begins today and will run until 31 March 2004.

END

Notes to the editor
The launch takes place at 11.00am at the HPA, 18 Ormeau Avenue, Belfast BT2 8HS. A media facility will be available from 11.30am when the advertising will be unveiled and Dr Brian Gaffney, Chief Executive, HPA; Professor Ian Young, Professor of Medicine, QUB and Rob Phipps, Northern Ireland Regional Drugs & Alcohol Strategy Coordinator, DHSSPS, will be available for interview.

Binge drinking is recognised as having a major role to play in the social costs of alcohol misuse, which is estimated to be around £700 million per year in Northern Ireland.

This is Phase II of the campaign funded by the Northern Ireland Drugs and Alcohol Strategy to encourage responsible drinking in Northern Ireland.

1. Health Promotion Agency for Northern Ireland. Attitudes and behaviour of young adult drinkers in Northern Ireland. Belfast: HPA, 2003.
2. 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.
3. Muscat J E, Wynder E L. Tobacco, alcohol, asbestos, and occupational risk factors for laryngeal cancer. Cancer 1992; 69(9): 2244-51.