21/11/2006
Pssst - be alcohol aware
Press Release
New Campaign to make you think when you tinkle!
The Liverpool NHS Primary Care Trust, Liverpool City Council, Merseyside Police and Merseyside Fire and Rescue Service , statutory partners of Citysafe, have pooled their expertise and resources in order to promote a healthy, safe and responsible approach to alcohol use across Liverpool.
The campaign uses a number of shocking facts to raise awareness of alcohol related issues such as health, personal safety and alcohol related violence and get people thinking about alcohol and their own drinking habits.
Facts include:
. Alcohol is responsible for more deaths than all illegal drugs combined
. 80% of disorder crimes are alcohol related
. A bottle of wine contains approximately 40% of a woman's recommended daily calorie intake
. Alcohol is linked to nine different types of cancer, including: mouth, liver, stomach and colon
Visitors caught short at pubs and bars across Liverpool will be given thought provoking messages from this week with the launch of a revolutionary new alcohol awareness campaign.
The Pssst! campaign is using audio panels in more than 40 different venues to play a variety of messages to people as they enter washrooms. Stickers that become visible in urinals are also being used to make people think about the effects of alcohol.
The initiative is backed by Liverpool Primary Care Trust and Citysafe and is being launched at a city centre bar on Tuesday 21st November 2006.
Gideon Ben-Tovim, Chair of Liverpool Primary Care Trust and City Alcohol Champion says:
"The latest research shows that there were 851 deaths in Liverpool attributable to alcohol while in the North West, 35% of all A&E attendances are also a result of people drinking too much. The industry has to be more responsible in terms of marketing its products and people need to be made aware of the damage excessive alcohol can cause. Binge drinking is putting a huge strain on the NHS and the emergency services and we hope the Pssst! campaign will help to inform people and change attitudes."
Dr Paula Grey, Director of Public Health and City Alcohol Champion says:
"It's important that people think about how alcohol can affect them. Drinking too much could result in a night in the cells or in contrast it could mean becoming a victim of crime. Of course the long term health effects may be even more serious. We want people to still enjoy themselves but to be aware of the consequences."
Jane Thomas, Social Marketing Innovator at Liverpool Primary Care Trust says:
"There is no doubt that the misuse of alcohol can have a dramatic effect on people's lives. This campaign is not saying don't drink but to drink responsibly and be alcohol aware. Our research shows that traditional methods of campaigning aren't working so we decided to use a revolutionary new approach. By targeting the places where people drink we are confident that the beer mats, audio panels and urinal stickers will make people think about their actions."
A new interactive website www.pssst.org.uk is also being launched which includes a stories of shame section where real alcohol-related stories will be posted along with alternatives to alcohol and links to agencies who can help people needing support and help.
Ends
For further information please contact Richard Clein at Bell Pottinger North on 0151 225 0280 or 07803729133
NOTES FOR EDITORS
The campaign runs from November 20th 2006 until December 20th 2006 and is backed by Liverpool Primary Care Trust and Citysafe partners Liverpool City Council, Merseyside Police and Merseyside Fire and Rescue Service and Neighbourhood Renewal Fund.
The campaign includes:
. Broadcast and print media advertising campaign
. 200,000 beermats in 100 different locations
. Audio panels and stickers in 85 washrooms in 44 venues
. 30,000 postcards in 30 venues
. Radio City DJ Scott Hughes will also be taking part in an alcohol moderation challenge over the next 3 weeks, keeping to recommended alcohol intake limits.
For more information contact: sandra.roscoe@liverpool.gov.uk
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