McGimpsey welcomes new responsible drinking campaign

Health Minister, Michael McGimpsey today welcomed a new advertising campaign which encourages women to reduce their alcohol intake to lower their risk of breast cancer.

The campaign has been developed by the Health Promotion Agency on behalf of the Department of Health, Social Services and Public Safety. The key message is that drinking above the recommended daily guidelines increases your risk of breast cancer and the more you drink the greater the risk.

The Minster said: “Given the rate of alcohol misuse among women in Northern Ireland, I feel the focus of this campaign is very appropriate and timely.

“By emphasising the links to breast cancer and highlighting the damage that alcohol can do, I hope this campaign will encourage women to think about how much they are drinking and the impact this can have.

“This is not about “nannying” people or telling them not to enjoy themselves or socialise. The advertisement isn’t telling people not to drink. But I hope it will help people to make more informed, responsible and healthy decisions about their alcohol intake.”

The Minister had a particular message for those who are pregnant or are trying to conceive: “Foetal Alcohol Spectrum Disorder is an issue of growing concern. I want to remind those who are pregnant or those who are trying to conceive that the best advice is to avoid alcohol completely.

“If you do decide to drink, however, then make sure you do not drink more than one or two units, just once or twice a week. If you stick to this, the evidence suggests it is highly unlikely you will harm your baby.”

Notes to Editors:

1. It is recommended that women drink no more than two to three units of alcohol a day and no more than 14 units over the course of the week.
2. Research shows that 70% of women drink alcohol in Northern Ireland and 83% of these women exceed the daily recommended guidelines.
3. The TV advert will run from 4 March to 31 March 2009. The campaign also incorporates radio, outdoor and online advertising as well as a leaflet which will be inserted into popular magazines for the target group. The leaflet will also be available through GP surgeries, pharmacies and local Health and Social Services Boards. Further information on the daily recommended guidelines can be found by visiting http://www.knowyourlimits.info
4. The responsible drinking information campaign is part of the Departments work to address the harm related to alcohol and drug misuse in Northern Ireland. This work is taken forward through the cross-Departmental New Strategic Direction for Alcohol and Drugs, which can be found here
5. Media queries to DHSSPS Press Office on 028 9052 0571, or out of office hours contact the Duty Press Office via pager number 07699 715 440 and your call will be returned.