Pregnancy Pub Campaignec.europa.eu/.../alcohol/forum/docs/ev_20080220_co10_en.pdf · 2013. 10....

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Liz BurnsPublic Health Development Advisor-Alcohol

NHS Drinking Responsibly ProjectElizabeth.burns@manchester.nhs.uk

Faye Macrory Consultant Midwife

Manchester Specialist Midwifery Service

faye.macrory@cmmc.nhs.uk

Background

NHS Drinking Responsibly Project promoting responsible drinking and responsible retailing

Manchester Specialist Midwifery Service using the window of opportunity to improve the health of women and reduce incidence of alcohol related harm to the baby such as Fetal Alcohol Spectrum Disorder

Local alcohol retailers adopting UK Social Responsibility Standards and/or taking part in local award scheme

Inconclusive research that low or moderate drinking habits ruled out any risk of harm to the developing baby

People with ‘low or moderate’ drinking habits drinking more than they realise

Over half (54%) of mothers said they drank during pregnancy

Source: Royal College Obstetricians & Gynaecologists (March 2006)Source: National Alcohol Strategy (2007)

Manchester, NW England

2005 mid-year population estimate of 442,000

250% increase in licensed premises

Up to 120,000 drinkers on a busy Saturday night

24.6% of adults binge drinking (national average 18.2%)

Source: Manchester City Council (2007) Source: North West Public Health Observatory (2006)

Engaging local pubs and bars

• Display of alcohol content and sensible drinking messages

• Serving intoxicated customers

• Training

Source: UK Social Responsibility Standards for the Production and Sale of Alcoholic Drinks (2005)

Focus on pregnancy

Previous reluctance to take part in point of sale sensible drinking campaign

Manchester Pub & Club Network unanimously supported the campaign – reportedly because of the focus on pregnancy

Campaign aims

1. To offer point of sale access to advice and local specialist midwifery service

2. To deliver clear messages “no alcohol = no risk of harm to your baby” and “one drink isn’t always one unit of alcohol”

3. To support health professionals offer brief advice as part of ante-natal screening

Target audience

Primary audience

Women who are trying to conceive or who are already pregnant - mainly low risk and hazardous / harmful drinkers

Secondary audience

Health professionals with a window of opportunity to offer brief advice

Measures

Number of licensed premises participating in the campaign

Number of calls made to the Manchester Specialist Midwifery Service

Number of information packs requested

Tactics - female washrooms

Access and provision of self-help ‘manuals’ has been found to be effective when delivered in the post to media-recruited hazardous/harmful drinkers (NTA, 2006)

All health promotion and advice in health settings should be supplemented with ‘take home’ printed information on the risks of consuming alcohol during pregnancy (BMA Board of Science, 2007)

Information pack

“Binge Drinking Babies”

ITV1’s Tonight With Trevor McDonald

Monday 2 October 2006

Results

73 on-licensed venues

11 off-licensed venues

4 requests for information packs

1 complaint from a male caller

20,000 wallet cards92 wallet card dispensers

255 posters

Distribution

Unexpected results

Pubs asking for more supplies

Local off-licences also joined campaign

Most recent call was 28/1/08, “picked up card up in a pub”

What we learnt

To improve call-to-action: a text subscription service received 32 text subscribers in the first month

To improve evaluation of follow-up using freepost satisfaction survey

To use point of sale campaigns within a wide programme of free training and award schemes

“Combating the health consequences associated with FASD will require a multi-agency, multi-factoral approach”

“Health promotion… aimed at preventing FASD should only be used as part of a wider alcohol-related harm reduction strategy to support other policies that are effective at altering drinking behaviour”

Summary

Source: BMA Board of Science (2007)

Contact DetailsLiz Burns

Public Health Development Advisor-AlcoholNHS Drinking Responsibly ProjectElizabeth.burns@manchester.nhs.uk

Faye Macrory Consultant Midwife

Manchester Specialist Midwifery Service

faye.macrory@cmmc.nhs.uk

This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.

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