8/10 adults believe it is important to have health campaigns on alcohol
8/10 adults (82%) in the North East believe it is important to have health campaigns on alcohol. And 62% of people who drink alcohol are now taking steps to manage consumption.
The new research among people in the North East comes as Balance launches the next phase of its award-winning “Alcohol is Toxic” campaign [Monday, June 10] to highlight the fact alcohol is a group one carcinogen causing at least seven types of cancer – including bowel, breast, mouth and throat cancer.
The campaign from Balance is unlike any seen for alcohol in the UK, developed with doctors and Cancer Research UK to follow the journey of alcohol through the body, demonstrating how alcohol mutates cells and leads to the formation of a tumour.
This next phase also coincides with the Euro 24 football tournament and the inevitable saturation of alcohol promotion throughout the summer. It follows news of a record high for alcohol deaths in England, with a shocking increase of 33% since 2019 and with the worst rates in the North East.
Independent research by Balance among adults in the North East highlights a strong appetite for more information about the risks of alcohol, as well as some positive signs people are trying to cut down:
- 8/10 adults (82%) say it is important to have health campaigns on alcohol like Alcohol is Toxic – and 44% of those who remembered it said it made them feel they should take time off drinking.
- 3/4 of adults (74%) who saw the campaign said it made them more aware of the harms related to alcohol.
- 6/10 (60%) took an action after seeing the campaign, including 30% cutting down how often they drink and 22% cutting down on how much they drink.
- 6/10 (62%) of adults who drink alcohol are now taking steps to try to manage consumption – more than in 2022 when 47% were trying. Alcohol free days are by far the most popular way to cut down for nearly half of those.
- 15% of adults in the North East do not drink alcohol – more than in 2022 when 12% did not drink.
Over 3,200 men and women are diagnosed with an alcohol-related cancer every two years in the North East (1) including common cancers such as bowel, breast, throat and mouth cancers. Evidence is also clear now that any level of regular drinking increases the risk.
Alcohol is now known to cause nearly 1 in 10 (8%) of breast cancers while rates of bowel cancer are increasing among younger people, and some medics are pointing to alcohol as one of the risk factors alongside diet and obesity.
Despite some signs for optimism the figures around alcohol’s impact on health and society are still stark:
- The UK saw a record high for Alcohol deaths in 2022 with 10,048 deaths nationally and the highest rate in the North East; the highest number on record and a 33% increase since 2019. Although alcohol deaths are still higher for men, they are rising faster among women. (2)
- Nearly 500 people (483) died from cancer as a result of alcohol in 2019 in the North East. Over 3,200 men and women are diagnosed with an alcohol-related cancer every two years in the North East. (3)
- Alcohol is estimated to have caused around 740,000 new cases of cancer a year globally and 17,000 in the UK in 2020. (4)
- Alcohol is costing England nearly £27.4bn a year and the North East £1.49 billion a year in costs to the NHS and healthcare, crime and disorder, the economy and local authority social services. (5)
Balance is also promoting a quiz on its website at ReduceMyRisk.tv for people to see how their drinks may be adding up, find local support and ways to cut down – including the free Drink Free Days app.
Susan Taylor, Head of Alcohol Policy for Fresh and Balance, said: “It is encouraging to see such a strong appetite for vital health information around alcohol so people can make informed decisions about their drinking – including understanding the risks. Only around 1 in 3 people are aware alcohol causes cancer – and the vast amount of advertising by alcohol companies and supermarkets includes little, if any, health information.
“Many of us are acutely aware of cancer prevention, and yet unlike tobacco, alcohol very rarely enters the conversation. During the summer months, we see an avalanche of alcohol promotion and advertising encouraging people to drink more and making us feel like alcohol should be an integral part of our social events.
“Campaigns like this are a vital part of enabling people to make more informed decisions. But they need to be part of much wider effective action to reduce alcohol harm, with the ultimate aim of fewer people drinking at levels which are likely to cause themselves and society harm.”
Dr James Crosbie is Clinical Lead for Alcohol in North East and North Cumbria and works as a GP and Consultant Gastroenterologist. He said: “Alcohol is a group one carcinogen, which puts it in the same group as tobacco, asbestos, and radiation. The fact is that even one drink a day increases your risk.
“Bowel cancer is already one of the most common cancers and worryingly we are seeing rates rising among younger people. People do of course develop bowel cancer even if they don’t drink – however alcohol is one of the risk factors and bowel cancer risk increases the more you drink.
“There is no demonstrated safe level of alcohol when it comes to cancer – however even if you still do drink, then cutting down will reduce your risk.”
Matty Arnell, 32, Sports development officer at Spennymoor Town Football Club, started drinking in his teens and used to drink four or five times a week, going out on a Saturday which often rolled into Sunday. After losing his job in a gym, he realised that something needed to change.
Matty said: “Alcohol was like a comfort blanket to me, to escape reality – but when I lost my job, that was the turning point. I went sober for five months and now have a much better relationship with alcohol. Where I am now compared to where I was then – it’s like chalk and cheese. I’ve got an amazing job and support.
“I think campaigns like Balance’s Alcohol is Toxic campaign have got to be shown to people. Seeing adverts about what it can do gives you a reason to think about cutting back. When alcohol becomes such a big part of your life, you’re not thinking about the long term health risks. But alcohol does cause cancer and no one wants to be diagnosed with such an awful disease. Working in football and enjoying sport, I think about my health a lot and looking back, I realise the hugely negative impact alcohol was having on me.”
The best way to reduce your risk is to cut down how much and how often you drink. If you do drink, the Chief Medical Officers advise:
- Drinking no more than 14 units a week to stay “low risk” (about six glasses of wine, six double spirits or six pints of lager a week)
- Taking at least three drink free days a week to give your body a break.
The campaign will be running from 10 June across TV catch up), radio, high profile outdoor sites and Facebook across Northumberland, Tyne and Wear, and County Durham as an antidote to an increase in alcohol advertising, particularly during the European Football Championships.
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 from OHID.
The campaign won Best Advert in the Royal Television Society Awards 2024 North East and Borders.
Watch our TV ad https://www.youtube.com/watch?v=tlOKZbEV5KA
References:
2: Alcohol-specific deaths figures from ONS https://www.fresh-balance.co.uk/news/new-figures-reveal-a-record-high-for-alcohol-deaths-in-the-north-east/