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Liz BurnsPublic Health Development Advisor-Alcohol
NHS Drinking Responsibly [email protected]
Faye Macrory Consultant Midwife
Manchester Specialist Midwifery Service
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 [email protected]
Faye Macrory Consultant Midwife
Manchester Specialist Midwifery Service
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.
