MORE THAN ONE IN THREE YOUNG ADULTS ‘DRINK TO GET DRUNK’
More than one in three young adults (36%) goes out drinking with the specific intention of getting drunk, according to new research released today* (7th September) by alcohol awareness charity Drinkaware.
Despite this intention, three quarters (75%) of 18-24 year olds regret their drunken behaviour, which includes not knowing how they got home (27%), having a one night stand (18%) and ending up in hospital (3%).
These findings are released as part of Drinkaware’s ‘Why Let Good Times Go Bad?’ campaign, run in partnership with more than 40 companies from across the drinks industry and Coca-Cola Great Britain. The five-year, £100 million campaign challenges the attitudes and social acceptability of drunkenness among young UK adults, encouraging them to adopt tips for smarter drinking and to change their behaviour.
For the first time, Drinkaware has teamed up with National Union of Students (NUS) to tackle alcohol misuse in university life.
Tips include eating a meal before drinking, pacing alcoholic drinks with water or soft drinks and looking after your mates – all designed to help young adults curb the ill effects of their drinking. Now in its second year, this unique partnership between Drinkaware, alcohol producers and on and off trade retailers has already delivered £23 million media value. Meanwhile, 70% of young adults and 61% of the target audience have engaged with the campaign and adopted some of the tips.
From early September, more than 16,000 pubs and bars will carry campaign posters, drink mats or mirror stickers and more than 7,000 supermarkets, convenience stores and off licences around the country will present young adults with tips for smarter drinking using in-store signage. The campaign’s ‘Why Let Good Times Go Bad?’ logo and strapline will also feature on approximately 13 million products, including neck labels on bottles, cans and multi-packs. Campaign posters will be featured on 10,000 phone boxes, 17 shopping centres and 18 train station concourses across the UK.
The survey of 2,000 young adults shows some worrying attitudes to drinking, extreme drunken behaviour and subsequent regret of that behaviour. The key findings include:
• One in three (30%)18-24 year olds think it is acceptable to wake up without knowing how they got home after a drinking session. In the last 12 months, 27% of young adults, have done this and a third (33%) of those have felt regret.
• More than a third (35%) of 18-24 year olds think it is appropriate to have a one night stand as a result of drinking. 18% say they have done this in the past year and two fifths (40%) have regretted their behaviour.
• One in 25 (4%) young adults think it is OK to end up in hospital as a result of drinking too much alcohol. According to the survey, 3% have done this in the last 12 months and three fifths (61%) of these regret their behaviour.
Chris Sorek, Chief Executive of Drinkaware, says:
“Binge drinking is a blight on UK society – it affects individuals, families and local communities and tarnishes our reputation on the global stage. There is no doubt we must tackle the issue and partly this means individuals taking responsibility for their own behaviour.
“We know that most young adults are going to drink, but the fact that so many get into situations they later regret means we should nudge, not nanny them to change their behaviour and avoid getting into similar, repeat situations. We know young adults will adopt our tips, a vital breakthrough in preventing a good night getting out of hand.
“Not all young adults think extreme drunken behaviour is acceptable, but we must challenge those that do. Changing Britain’s binge drinking culture will not happen overnight, but we’re making a strong start. That’s why this campaign is no flash in the pan – it’s a five year commitment. Run in parallel with other measures, this will help us make giant leaps towards our goal of fundamentally changing attitudes to alcohol for the better.”
Each year, alcohol misuse for all ages is estimated to cost the NHS £2.7 billion**. The ‘Why Let Good Times Go Bad?’ responsible drinking campaign is designed to give young adults the tools and advice they need to change their own behaviour and reduce the harmful effect of alcohol misuse, both to themselves and wider society.
Home Secretary Theresa May said:
“These worrying statistics are further evidence that the benefits promised by the 24 - hour drinking 'cafe culture' have failed to materialise.
“We want young people to enjoy themselves but we want them to do it responsibly and safely. This campaign will compliment the Government’s plans to introduce tough measures to ban the sale of below cost alcohol, crack down on problem premises and overhaul the Licensing Act in favour of local communities.
“I am pleased that the drinks industry is taking this issue seriously by encouraging young people to think about the consequences of their behaviour that can lead to the drink-fuelled crime and disorder that blights many of our towns and cities.”
Health Secretary Andrew Lansley said:
"We will not succeed in tackling irresponsible drinking unless we address the demand-side as well as the supply-side. So we welcome campaigns designed to help people make healthy choices, ones which reinforce positive social behaviour instead of normalising excess.
"In addition, the Government is committed to taking tough action to tackle problem drinking, including stopping supermarkets from selling alcohol below cost, reviewing alcohol taxation and price, and introducing a tougher licensing regime."
Ends
Notes to editors:
ICM interviewed a random sample of 2,000 UK adults aged 18-24 from its online panel between 5th-11th August 2010. Surveys were conducted across the country and the results have been weighted to the profile of all adults. ICM is a member of the British Polling Council and abides by its rules. Further information at www.icmresearch.co.uk. Population estimates have been weighted and are the percentage of respondents extrapolated using a population figure of 5,683,000 18-24 year olds in the UK and approved by ICM.
• More than one in three young adults (36%) is the equivalent of more than 2 million people
• One in three (30%)18-24 year olds is the equivalent of 1.7 million people
• More than a third (35%) of 18-24 year olds is the equivalent of 1.9 million people
• Nearly one in 20 (4%) young adults is the equivalent of 240,000 young adults
* Health Improvement Analytical Team, Department of Health (2008) The cost of alcohol harm to the NHS in England An update to the Cabinet Office (2003) study
About ‘Why Let Good Times Go Bad?’
‘Why Let Good Times Go Bad?’ is a five year £100 million campaign to challenge the social acceptability of drunkenness among young UK adults. Run by alcohol awareness charity Drinkaware in partnership with the drinks industry and Government, the campaign provides consumers with smarter drinking tips to help avoid a good night taking a turn for the worse. For more information about the campaign please visit www.drinkaware.co.uk/why-let-good-times-go-bad
Participating companies: AB-InBev UK Ltd; Admiral Taverns Ltd; ASDA Stores Ltd; Bacardi Brown-Forman Brands; Bargain Booze Ltd; Beverage Brands (UK) Ltd; Bibendum Wine Limited; Burns Stewart Distillers Ltd; C&C - Tennants / Magners; Carlsberg UK Ltd; Charles Wells Ltd; Constellation Europe Limited; Coca-Cola Great Britain; Co-operative Group; Daniel Thwaites plc; Diageo Great Britain Ltd; Drinkaware; E & J Gallo Winery Europe; Maxxium UK Ltd (The Edrington Group Ltd/Beam Global Spirits and Wine); Enterprise Inns plc; Everards Brewery Ltd; First Drinks Brands Ltd / William Grant & Sons Ltd; Fosters EMEA ltd; Fuller Smith & Turner P.L.C; Heineken UK; Inver House Distillers Ltd; J D Wetherspoon plc; JW Lees & Co (Brewers) Ltd; Majestic Wine Warehouses Ltd; Marston's PLC; Mitchells and Butlers plc; Moet Hennessy UK Ltd; Molson Coors Brewing Company UK; Morrison's Supermarkets plc; National Union of Students; Pernod Ricard UK; Punch Taverns plc; SA Brain & Company Ltd; SABMiller plc; Sainsbury's Supermarkets Ltd; Shepherd Neame Ltd; Spar (UK) Ltd; St Austell Brewery Company Ltd; Tesco plc; Whyte and Mackay ltd; Young and Co's Brewery P.L.C.
About Drinkaware
Drinkaware (www.drinkaware.co.uk) provides consumers with information to make informed decisions about the effects of alcohol on their lives and lifestyles. Our public education programmes, grants, expert information, and resources help create awareness and effect positive change. An independent charity established in 2007, Drinkaware works with the medical profession, the alcohol industry, government and independent members to achieve its goals.
About Coca-Cola
Our business in Great Britain is made up of two separate companies that manufacture, distribute and market our range of drinks: Coca-Cola Great Britain is responsible for marketing and developing new and existing brands. Based in West London it manages over 17 brands (around 100 products) in Great Britain. Coca-Cola Enterprises manufactures and distributes soft drinks for both The Coca-Cola Company and other brand owners. It employs around 4,500 people in Great Britain and has seven manufacturing sites and numerous regional offices and operations depots across the country. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. Coca-Cola supports responsible drinking via continued support for the ‘Why let good times go bad campaign’ and our own Designated Driver campaign that has run in around 8,000 on trade outlets over the past 3 years. For more information please visit www.coca-cola.co.uk