Alcohol is Toxic

Balance’s new campaign “Alcohol is Toxic” launched in 2023 is unlike any campaign ever seen before for alcohol in the UK.

Alcohol is Toxic has now appeared over two phases on catch-up ITV, cinema, radio, outdoor and Facebook running across Northumberland, Tyne and Wear, and County Durham.

Alongside the campaign we have provided partners with a suite of digital and printed materials to support the campaign and local awareness work about the benefits of cutting down.

As well as highlighting the risks, we are giving people advice and tips to cut down by visiting our website, ReducemyRisk.tv This has details of local alcohol support services and links to the Drink Free Days app.

Results

  • 38% of NE adults recalled the “Alcohol is Toxic” campaign
  • 69% who saw or  heard it rated it as ‘excellent’ or ‘good
  • 82% said it was important to have campaigns like these
  • 86% found it easy to understand, 80% found it believable and 72% said it was memorable
  • 74% who said it made them more aware of the harms related to alcohol – with 52% more concerned as a result
  • 44% said it made them feel they should take time off drinking
  • 60% who reported doing something as a result – 30% cut down how often they drink, 22% cut down on how much they drink and 17% talked to family or friends
  • High demand for information – there has been over 101,000 new website users to the Reduce my Risk support platform over three phases –
    over 600,000 visits now since the website first launched – showing a huge demand for more information about alcohol
  • Strong engagement with videos across social media
  • Strong interest from news media across TV, radio, online and print news with input from clinicians
  • Royal Television Society award North East and North Cumbria.

6/10 drinkers in the NE are now trying to take steps to cut down and 15% now don’t drink – more than in 2022.

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