james morris aerc alcohol academy ace alcohol culture exchange, taunton 4 th march 2011
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Home drinking: An unacknowledged issue?. James Morris AERC Alcohol Academy ACE alcohol culture exchange, Taunton 4 th march 2011. The Academy. Aims to ‘promote excellence in local alcohol harm reduction’ Workshops, training, best practice sharing Run www.alcoholpolicy.net - PowerPoint PPT PresentationTRANSCRIPT
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James Morris
AERC Alcohol Academy
ACE alcohol culture exchange, Taunton 4th march 2011
Home drinking:An unacknowledged
issue?
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Promoting excellence in local alcohol
harm reduction
The Academy
Aims to ‘promote excellence in local alcohol harm reduction’
Workshops, training, best practice sharing
Run www.alcoholpolicy.net Consultation and policy advocacyDevelopment on key issues…
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Promoting excellence in local alcohol
harm reduction
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Promoting excellence in local alcohol
harm reduction
‘Harmful’ home drinking?The WHO states there are 2 main ways
alcohol consumption leads to health harm:Frequency/amount of episodic (binge)
drinkingLifetime volume consumption
Hypotheses:
The level of lifetime volume consumption is significantly determined by how we drink at home e.g. by regularly drinking above the recommended guidelines
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Promoting excellence in local alcohol
harm reduction
Why look at this?
More alcohol is now consumed in the home than in licensed premises (IAS 2009)
Regular harmful drinking increases risk of dependency and longer term health risks
Alcohol issues tend to get more attention if linked to Anti-Social Behaviour (Hadfield 2009)…
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Promoting excellence in local alcohol
harm reduction
Interest factor?
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Harm: NTE Vs Home?Night Time Economy Home
‘Binge drinking’? Acute injury (c.4,000
deaths/year*)Alcohol-related
crime and disorderRisk taking
behaviours & poly-drug use
Regular consumption? longer term health risks/dependence (c. 17,000 deaths/year*)
Unsupervised environmentHidden impact e.g.
Domestic ViolenceSocial isolationMuch cheaper Larger measures per drink?
*Prime Minister’s Strategy Unit 2004
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Alcohol-related hospital admissions
}ACUTE
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Promoting excellence in local alcohol
harm reduction
Rising home consumption ?
1.8 million more people drinking at home since 2004 Mintel 2009. Why?Decline of the pub / smoking ban?Home entertainment e.g. Wii?Wine consumption 15% rise over the
last 25 years, higher amongst womenIncreased affordability & availability…
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Promoting excellence in local alcohol
harm reduction
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Promoting excellence in local alcohol
harm reduction
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Promoting excellence in local alcohol
harm reduction
Home drinkers:Who are we talking about?
DoH Social Marketing segments:‘De-stress’ drinkers?‘Boredom’/ ‘depressed’ drinkers’? ‘Pre-loaders’ & ‘social drinkers’?Consumption trends are decreasing for
younger groups (16-24) but not for middle/older age groups (JRF 2009)
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Promoting excellence in local alcohol
harm reduction
Plotting the segments
Need for Release
Need for Control
Conformist
DrinkerDe-stress
Drinker
Community
Drinker
Macho
Drinker
More social dimension Depressed
DrinkerM
ore
indi
vidu
al d
imen
sion
Boredom
Drinker
Re-bonding
Drinker
Hedonistic
Drinker
Need to
Stand Out
Need to
Belong
Border-
Dependent
Drinkers
Source: DoH Social Marketing segmentation study
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Promoting excellence in local alcohol
harm reduction
Why do people say they drink at home?
‘Its cheaper’ – 45%‘To wind down after a stressful day’ – 40%‘Its more convenient’ – 37%Dislike pubs/clubs - 13%Smoking ban – 9%
And…42% NEVER kept track of how much they
were drinking (18% always, 20% sometimes)
Source: Alcohol Concern home drinking survey 2009
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Promoting excellence in local alcohol
harm reduction
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Promoting excellence in local alcohol
harm reduction
Consumption = harm?
Those in managerial/professional roles most likely to drink above the recommended guidelines on a regular basis
BUT 2007 DH scoping study found that although
higher social and economic groups (SEGs) consumed more, lower SEGs experienced greater alcohol-related health harm
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Promoting excellence in local alcohol
harm reduction
What can we do?
Local:Develop robust alcohol needs assessment
and strategies to:Target our local harmful populations (not
just visible ‘binge’/ASB/street drinkers!) – social marketing?
Improving community based treatment and early interventions e.g. IBA, community detox, mutual aid etc.
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Promoting excellence in local alcohol
harm reduction
Social Marketing?
Limited evidence as to overall efficacy in achieving behaviour change
However:Some effective projects e.g.:
Self-help leaflet - direct marketing in East MidlandsOver half (51%) reduced the number of units
consumed per week
Effective alcohol harm reduction requires ‘multi-component approaches’ i.e multiple interventions at all levels (Thom/Bailey 2007)
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Promoting excellence in local alcohol
harm reduction
What else can be done?National:Address price and availabilityInvest in treatment and prevention
National and localPromote 2 alcohol free days message?Promote lower strength drinks?Promote healthier lifestyles
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Promoting excellence in local alcohol
harm reduction
And…Should we be supporting safer, socialised
drinking environments?
The Snowdrop, LewesPicture source: Phil Mellows (twitter follow @philmellows)
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Promoting excellence in local alcohol
harm reduction
Thank you!
www.alcoholacademy.net www.alcoholpolicy.net
James Morris, AERC Alcohol Academy
[email protected] 450 2930