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Drinkaware targets older drinkers with five-year plan
UK alcohol education charity Drinkaware has announced its strategy for the next five years, which includes a marked shift to addressing harmful drinking in older people.
With alcohol sales declining and growing level of abstinence among the young, Drinkaware has identified groups of older at-risk drinkers.
Its three goals underpinning the charity’s five-year strategy will target these older imbibers.
The first goal focuses on the ‘Have a Little Less, Feel a Lot Better’ campaign, which is aimed at men aged from 45-65 who drink frequently, often at home. These drinkers are said to be “disproportionately at risk” of alcohol-related harm.
Among those aged 40-60 in England, 33% of men and 18% of men drink above the low-risk guidelines, Health Survey for England figures show.
Secondly, Drinkaware will expand its ‘You wouldn’t sober, you shouldn’t drunk’ campaign. The initiative, and its accompanying Drinkaware Crews, is now operational in 13 local areas and will expand further over the duration of the plan. It will continue to target those likely to binge drink, and the charity will carry on supporting people who use alcohol to cope with stress and anxiety.
The third part of the strategy focuses on an e-learning course for operators which helps employees identify and support customers at risk from alcohol harm.
During the course of the five-year plan, Drinkaware will extend the reach of the website, app and other resources. The website attracted more than 9.3 million visitors in 2016 and the charity hopes to increase this to 15m.
“Drinking culture and habits in the UK have shifted significantly over the past five years and our new strategy reflects these changing currents,” said Elaine Hindal, Drinkaware chief executive.
“People are seeking information and advice in new ways and are increasingly looking for personalised help, support and advice about alcohol and its relationship to their health and wellbeing.
“Our five year strategy is based on an in-depth understanding of consumer behaviour as well as building on our considerable progress over recent years.
“It provides clarity both for us and for our funders and partners, whose engagement and support will be vital in helping us to meet our goals by 2022.”
Last year Drinkaware teamed up with millennial news and content site Unilad to address the normalisation of sexual harassment among young people on nights out.