Kevin Byrne

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Kevin Byrne 21 June 2007
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Drinkaware

• Independent Charity - partnership across
  industry, Government, health and voluntary
  sectors
• Delivering on commitment in Alcohol Harm
  Reduction Strategy and Choosing Health White
  Paper for industry fund to promote education and
  campaigning
• Founded through Memorandum of Understanding
  signed by UK Ministers and industry
• Former life as part of The Portman Group
• Target of raising up to 12M over three years

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What are we aiming to achieve?

• To promote responsible drinking, reduce alcohol
  misuse and minimise alcohol-related harm by
• Increasing awareness
• Changing attitudes
• Altering behaviour

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What will we deliver?

• Consumer facing education and campaigning
  activities, that are
• Evidence based
• Joined up
• Measurable
• Delivered
• Direct (web, education materials, media)
• Indirect (via professionals, third parties,
  retailers)
• In partnership across all supporters

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Funding companies

• Anheuser-Busch Europe Ltd
• ASDA Stores Ltd
• Bacardi Brown Forman Brands
• Beam Global Distribution (UK) Ltd
• Beverage Brands
• Carlsberg UK Limited
• Coors Brewers Limited
• Diageo (Great Britain)
• Enterprise Inns plc
• Foster's EMEA
• Global Brands Ltd
• Heineken (UK) Ltd

• InBev UK Limited
• Marston's plc
• Mitchells Butlers plc
• Morrison Bowmore Distillers Ltd
• Pernod Ricard UK
• Punch Taverns plc
• SABMiller plc
• Sainsbury's Supermarkets Ltd
• Scottish Newcastle UK
• TESCO plc
• Threshers Group
• Waitrose Ltd

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Drinkaware.co.uk
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Drinkaware.co.uk

• 3.2 million hits per month
• On 150m of advertising and 3 billion labels
• Consistent increase in awareness of unit content
  and sensible drinking guidelines since website
  was developed (via ONS tracking surveys)

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Headline stats under 18s

• Average age of first drink is around 8/9
• Average age of first unsupervised drink is 12.4
• Proportion of those who have never had a drink
  has increased from 40 in 2001 to 46 in 2006
• 11-15 year old drinkers drank an average of 11.4
  units per week in 2006 compared with 5.3 units in
  1990
• 30 of 15-16 year olds have been drunk 20 times
  and 50 have been drunk in the last month

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Interventions under 18s

• Control supply - underage sales enforcement ?
  PASS 21
• Influence demand
• Role of families role models, setting boundaries
  for behaviour, communications
• Peer pressure/peer influence
• Social norms - 46 dont drink!
• Positive activities

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The Drinkaware Challenge

• Exciting partnership with UK youth and BIG
  lottery
• Non-formal education approach
• Key part of increasing awareness and challenging
  attitudes of young people
• Delivered in a way so that we can assess impact
  and outcomes
• Thank you .and good luck !