Monday 24 November 2014

Campaign to curb excessive drinking is paying off

Published 11/02/2013 | 04:00

A NATIONAL campaign aimed at curbing excessive drinking is having an effect, new data shows.

Almost 80pc of adults said they have become more aware of the need to pace their drinking after an industry-funded campaign across the internet, TV and radio. Some 1,300 people were questioned on behalf of the MEAS (Mature Enjoyment of Alcohol in Society) charity about how the 'Pacing' campaign was affecting them.

The campaign, launched in April 2012, aimed to highlight the benefits of moderate drinking and included information on the quantity of alcohol in popular brands and official drinking guidelines.

While alcohol consumption has reduced by 20pc in the past decade, MEAS says that while we drink less often, we tend to binge drink.

But the survey found the campaign messages were hitting home. It shows:

• Some 76pc of people said they were more aware of the benefits of pacing their drinking.

• Another 67pc of respondents said they thought more often about how quickly they drank.

• Six in 10 said they thought about how much they drank more often than they used to.

Drinkaware.ie CEO Fionnuala Sheehan said the campaign sought to challenge the "rounds system", and added: "I am particularly encouraged by the strong levels of responsibility for one's personal drinking coming through in the findings."

Irish Independent

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