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Welcome to
Alcohol Awareness Week 2010!
Now in its fourth year, Scotland’s Alcohol Awareness Week is going from strength to strength.
Over the past three years we have successfully extended the reach of our message – not only
through the centrally coordinated campaign – but also through the large number of local business
and community initiatives that organisations like you have been instrumental in building. We hope
that we can work together to make Alcohol Awareness Week 2010 even bigger and better.
For Alcohol Awareness Week 2009, the campaign theme was ‘Get more out of...’ and aimed to motivate
people to manage their alcohol consumption in order to make the most out of their day, week and
weekend; either at home, at work or with friends and family. The key strap line for the campaign was
Alcohol Awareness Week: What’s in it for me?
Moving on from last year we wanted to make this year’s campaign about understanding unit intake and
the sense of wellbeing that drinking responsibly brings. The key strap line for this year is ‘How do you
measure up?’
Inside this toolkit, you’ll find helpful information such as:
• Ideas of what you can do to get involved in Alcohol Awareness Week 2010, including
examples of some of the activity that was carried out in 2009 to help fuel your imagination
• Materials that are available to support Alcohol Awareness Week 2010 and how you
can get hold of them
• Hints & tips for responsible drinking
• Sample articles
• A quiz
• Frequently asked questions
• Contact details for all Alcohol Awareness Week partners.
This toolkit is available online at www.alcoholawarenessweek.com
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Contents
• Alcohol Awareness Week: How do you measure up?
P4
• How can I get involved? P6
• How people got involved in Alcohol Awareness Week last year P7
• Top tips for responsible drinking P9
• Understanding units of alcohol P12
• Quiz (without answers)
P15
• Quiz (with answers) P17
• Sample article one – Time to make every day count P20
• Sample article two – Measure up to your ‘me’ time P21
• Some alcohol questions answered P22
• Frequently asked questions about Alcohol Awareness Week P26
• Campaign materials P30
• Partner organisations P34
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Alcohol Awareness Week: How do you measure up?
Aims and key messaging
Aim
• To challenge Scottish drinkers to change their drinking habits by showing that by drinking
more responsibly they can get more out of their day, evening or weekend.
• The campaign theme for 2010 is ‘How do you measure up?
• Using different scenarios, the campaign aims to highlight how drinking responsibly can
enhance experiences – be it a night out with the family or a day at a football match.
Key strap line
• Alcohol Awareness Week: How do you measure up?
Key messages for 2010
• Stick to the sensible drinking guidelines by not regularly drinking more than 3-4 units a day
for men and 2-3 a day for women
• Use the alcohol measuring cup
• Alternate alcoholic drinks with soft drinks or water
• Scottish Government advice is to have at least 2 alcohol-free days every week
• Eat before and while you drink – food helps absorb alcohol
Some examples of how this theme is used throughout the campaign are below:
It’s good to know how many units of alcohol you’re drinking.
By sticking to the sensible drinking guidelines – that’s no more
than 3-4 units a day for men and 2-3 for women – you’ll be
drinking responsibly and keeping yourself healthy too.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10457 10/10
Set a good example to your
Eating something before you start drinking,
family by drinking responsibly.
or snacking while you drink, will help slow down
Pace yourself with soft drinks
the effects of alcohol on your body. And alternating
or water – it’ll also help you
feel fresher the next day.
DPPAS10459 10/10
alcoholic drinks with soft ones means a better
Visit alcoholawarenessweek.com 4th-10th October 2010
night all round and a clearer head in the morning.
DPPAS10461 10/10
Visit alcoholawarenessweek.com 4th-10th October 2010
Watching the game with your pals or having
a kick about is easier when you’re not feeling
the worse for wear. By sticking to the sensible
drinking guidelines – that’s no more than 3-4 units
a day for men and 2-3 for women – you can not
only enjoy a drink but the whole weekend too.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10465 10/10
Sometimes you just want a relaxing night in
with a takeaway. But it’s easy to lose track of
how much you’re drinking. Measuring your drinks
will help you stick to the sensible drinking
guidelines – that’s no more than 3-4 units a
day for men and 2-3 for women.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10469 10/10
This theme will also be amplified through partnership, PR and online activity.
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Alcohol Awareness Week provides people with hints and tips on how to drink responsibly,
giving them ideas for small changes that can help them manage the amount of alcohol they drink.
These are simple, achievable steps that explain the benefits of getting involved in the week,
for example:
1. Have food while drinking
2. Set a good example to young people by drinking responsibly
3. Think carefully before driving the next day
4. Think about the sensible drinking guidelines on a night out/in
5. Try alternating alcohol with soft drinks or water
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How can I get involved?
Supporting Alcohol Awareness Week 2010 is easy and doesn’t have to be time consuming.
Here are some ideas to get you started...
Intranet/staff newsletter – Articles and information from this toolkit can be easily copied
and pasted into your intranet or staff newsletter to promote Alcohol Awareness Week 2010
and any activities you have planned. Some examples of activities are given below.
Notice boards, websites and emails – Lots of materials such as posters and logos for email
signatures and websites are available to help you support Alcohol Awareness Week 2010.
These are available as downloads from the website www.alcoholawarenessweek.com.
Unit challenge – The more we can help people visualise the number of units they are drinking,
the better. You could set up a stall in the staff room/canteen and ask people to guess the number
of units contained in a range of alcoholic beverages e.g. a bottle of whisky, a shot of tequila,
a yard of ale. People could note down their name and the number of total units they think are
on the table, with a prize going to the winner.
Pub quiz with a difference – How about holding a pub quiz as a staff social event incorporating
the Alcohol Awareness Quiz questions? You could add your very own twist to the quiz and host it
at lunchtime with nibbles and soft drinks.
A week in the life – You could encourage staff to complete a drinking diary to keep track of the
amount they drink throughout the week. Drinkaware’s unit calculator can help you work out how
many units of alcohol you drank last night, as well as the total number calories consumed.
You then have option to sign up to a drinks diary and track your drinking over a period of time:
http://www.drinkaware.co.uk/tips-and-tools/drink-diary/.
Material distribution – If your business is public facing then you could carry posters and other
materials in advertising space and other media channels. You can download materials from the
website www.alcoholawarenessweek.com and print locally.
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How people got involved in AAW last year
Alcohol Focus Scotland – A case study
Alcohol Focus Scotland (AFS) played a key role in the national launch event in George Square,
Glasgow, last year by providing the consumer engagement team that distributed bottles of water,
unit measure cups and alcohol information to hundreds of passers by. They also ran an alcohol
information stand in Braehead shopping centre for the week distributing information and campaign
materials to the general public. AFS’s community project in Blackburn, West Lothian was also busy
promoting alcohol awareness during the week, in partnership with NHS Lothian, Access to Employment
Business Gateway, West Lothian Health Improvement Team and West Lothian Locality Planning.
The thought-provoking play “Acceptance”, which tells the story of a young woman’s relationship with
alcohol, was performed in Blackburn Community Centre and was well attended by local residents
The Scotch Whisky Association – A case study
The Scotch Whisky Association (SWA) distributed campaign materials to all of its member companies
who held a range of activities supporting Alcohol Awareness Week at their sites across the country,
including employee communications, responsible drinking workshops and promoting AAW to their
suppliers. The SWA also made a financial contribution to the cost of the Drinkaware Unit Measure
cups, organised the production and printing of the insert that accompanied the Unit Measure Cups
explaining how to use it, and sponsored an editorial in the Scottish Licensed Trade News promoting
AAW. Furthermore, SWA also supported and attended the main launch event in Glasgow, promoted
the week on its internet and intranet sites and promoted the messages of the week to SWA employees.
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Forth Valley – A case study
Forth Valley ADP celebrated AAW 2009 with the help of its local University: the University of Stirling.
Cheerleaders, fencers and American football players all stepped up to support the launch to highlight
how an active lifestyle benefits overall health and wellbeing. Colleges across Stirling, Falkirk and
Clackmannanshire lent their full support to the week-long initiative and hosted a range of activities
during Freshers Week including a Mocktail Party with non-alcoholic cocktails and a ‘mini bar test’
showing students how to calculate and keep track of their alcohol consumption. Posters were also
displayed in colleges across Stirling, Falkirk & Clackmannanshire.
In addition, Tesco in Alloa – in partnership with NHS Forth Valley – offered shoppers the chance to win
adult/child bikes to link in with the theme ‘get more out of your family time’ and various campaign
materials were disseminated throughout local health centres.
Orkney – A case study
Orkney ADP kick-started Alcohol Awareness Week (AAW) activities in their local Tesco. A giant alarm
clock prop was utilised to promote the AAW 5km fun run, which had been organised in conjunction
with local Jog Scotland leaders and the Support Team. A special AAW stand was also set up to hand
out information and unit measure cups. The 5k fun run took in local footpaths and the golf course,
and goodie bags were given to all runners taking part. Orkney Rugby Football Club, which is sponsored
by Orkney Brewery, also undertook promotional activities at a home game during the week – handing
out flyers, unit information, and mini rugby balls. All in all, throughout the region, over 10 businesses,
including libraries and hospitals, across Orkney held alcohol awareness events for their staff mainly
linking this with the Scottish Centre for Healthy Working Lives programme.
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Top tips for responsible drinking
1. Top tips for after-work drinks
• Eat before you drink
Eat a good meal before you start drinking, or enjoy some snacks while you drink. This helps
to slow down the effect of alcohol on your body.
• Know your strength
The strength of a drink varies dramatically, depending on what you’re drinking.
So make sure you know how many units are in your drink. A cocktail can contain
as many as 4 units, while a 750ml bottle of table wine (12% vol) has 9 units.
• Water, water
Keep yourself hydrated. Drink water regularly whilst you’re out drinking and also when you
get home, and try alternating each alcoholic drink with a glass of water. Both are good ways
of cutting down your chances of a hangover.
• Have a break
The Scottish Government also advises that we all have at least 2 alcohol free days per week.
2. Top tips for a night out with friends
• Size isn’t everything
When drinking wine go for a small or medium glass instead of a large. A lot of people
don’t realise that there can be over 3 units in a large glass of wine!
• Change what you do on a night out
Not all nights out with friends need to end up in the pub. Why not try something new
as a group – perhaps set up a football team or learn how to cook.
• Getting Home
Make sure everyone can get home safely with a driver, who hasn’t been drinking,
reliable public transport or a licensed taxi – especially if you think someone’s had
too much and they’re over the drink drive limit.
• Set yourself a drinking budget and stick to it
Think about how much you’re going to drink before you start. One way of making sure
you don’t go over this is to take only enough money to buy the drinks you want
(and a bit more to get you home safely).
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• Keep a diary
Even the most conscientious of us can lose track of how much we’re drinking, as one turns
into two... Try keeping a drinking diary, noting how much you drank and where and you’ll get
a better idea of your alcohol intake. From this you can plan your week with alcohol around
the sensible drinking guidelines. Drinkaware’s unit calculator can help you work out how
many units of alcohol you drank last night, as well as the total number of calories consumed.
You then have the option to sign up to a drinks diary and track your drinking over a period
of time: http://www.drinkaware.co.uk/tips-and-tools/drink-diary/.
3. Top tips to make family time count
• Ever wonder who’s the biggest influence on your kids?
Your own habits will have a big influence on how your child drinks, or doesn’t, in the future,
so set a good example and stick to the sensible drinking guidelines.
• Talk and listen to your kids
Talking builds up trust and trust helps you talk. Try and find out how much your children
really know about alcohol. Make sure any information you give them is accurate, and let
them know both the positives and negatives about drinking.
• Keep an eye on it
When you’re drinking at home or at a party, try measuring your drinks rather than free
pouring, so you can keep an eye on how much you’ve had to drink. By using one of the unit
measuring cups available during Alcohol Awareness Week you can be sure how much you
are drinking.
• Don’t punish the kids for your bad behaviour!
Why should they suffer your hangover? Make sure you are able to get out of bed on
a Saturday morning and are fit to drive the car so you can get the kids to swimming
or football practice. You want to enjoy it as much as they do.
• And relax…
There’s lots of ways you can relax which don’t involve drinking alcohol, try taking a bath,
exercising or even reading a good book to unwind.
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4. Top tips for entertaining at home
• Feed me!
Even if you’re not cooking a big meal, providing your guests with some tasty snacks will help
them pace themselves and slow down the effects of alcohol on their bodies.
• Don’t top-up
However generous they are, top-ups can make it easier to lose track of how much you’re
drinking. Leave your guests to finish their drinks first before you refill their glass. To help
you stay in control you need to know how much you’ve had and when you’ve had enough!
• Water on tap
Make sure there is always plenty of water on the dining table so that guests can keep
hydrated and alternate alcoholic drinks with soft ones.
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Understanding units of alcohol:
Keeping track of how much you drink
Most people have heard that alcohol is measured in units, but how much do we really understand,
and how many of us keep a check on the units we drink?
Many people are confused about units. Different glass/can/bottle sizes and alcoholic strengths
affect the number of units in a drink.
It’s important to know how many units you are drinking. By looking out for information on units,
learning what a unit is, learning how to work out units and keeping a drinking diary, you’ll be able
to make sure you’re drinking responsibly and keeping yourself healthy.
So what is a unit of alcohol?
One unit is 8 grams or 10ml of pure alcohol – regardless of what type of alcohol you’re drinking
(beer, wine or spirit!).
Can I find out how many units are in my drink?
Many pre-packaged drinks will show unit information, and some show units per serve size.
At the bottom of this information sheet you’ll see the symbols to look out for.
Information about units will become even more common because of a voluntary labelling scheme
that will provide people with the following information:
• Number of units
• The daily sensible drinking guidelines
• A message about drinking responsibly
• Advice about avoiding drinking during pregnancy
• The Drinkaware website www.drinkaware.co.uk
What’s Drinkaware?
Drinkaware aims to change the UK’s drinking habits for the better. They promote responsible
drinking and find innovative ways to challenge the national drinking culture and tackle
alcohol misuse. Drinkaware (drinkaware.co.uk) provides consumers with information to make
informed decisions about the effects of alcohol on their lives and lifestyles.
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If it’s not on the label… how do I work out how many units are in my drink?
First of all, you need to know the volume of your drink, and its alcoholic strength (or ABV).
To work out the units, multiply the % alcohol content by the volume of the drink, and divide
by 100 if the volume is in centilitres (cl), or by 1000 if the volume is in millilitres (ml).
Sound complicated? It’s not when you know how. Just follow the examples below:
A 440ml can of beer with an alcoholic strength of 4.5%:
4.5% vol x 440ml
1000ml
= 2 units
A 70cl bottle of whisky with an alcoholic strength of 40%:
40% vol x 70cl
100cl
= 28 units
Where do I find this information?
The volume of drinks you buy, normally stated in millilitres (ml) or centilitres (cl), along with the
alcoholic strength of the product, can be found on the label or packaging, such as:
Beer and lager comes in a range of bottle and can sizes: for example 275 ml bottle, 440ml can,
or 33cl bottle. All pre-packaged alcoholic drinks must state their volume on their label, for example
70cl on a bottle of spirits.
In pubs, clubs and restaurants:
• A pint of beer or lager is 568ml
• Wine is usually served in 125ml, 175ml or 250 ml glasses
• Spirits like whisky, gin, vodka and rum are sold in measures of 25ml or 35ml
What about at home?
It’s very useful to know how to calculate your units if you are drinking at home. Home measures
tend to be more generous so you should consider measuring your drinks so you know how many
units you’re having. Drinkaware’s unit measure cup is a handy thing to keep in your drinks cupboard.
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Anything else I should know?
There are several websites where you can find unit calculators to help you work out how many units
you have drunk after a night out or in. Try www.drinkaware.co.uk
All calculations are based on typical container sizes. The labels may state either ‘UNITS’ or ‘UK UNITS’.
To find out more about Scotland’s Alcohol Awareness Week visit www.alcoholawarenessweek.com
700ml Bottle of spirits
(Alc 40% Vol)
750ml Bottle of Fortified
Wine (Alc 17% Vol)
750ml Bottle of Table Wine
(Alc 12.5% Vol)
28
275ml Bottle of Lager/
Beer/Cider/RTD
(Alc 4.5% Vol)
Multi-pack of 24 x 440ml
Cans of Lager/Beer/
Cider/RTD
(Alc 4.5% Vol)
1.2
9.4
330ml Bottle of Lager/
Beer/Cider/RTD
(Alc 4.5% Vol)
175ml Glass of Wine
(Alc 12.5% Vol)
2
1.5
2.2
440ml Can of Lager/Beer/
Cider/RTD
(Alc 4.5% Vol)
2
25ml measure
of gin/rum/vodka/whisky
(Alc 40% Vol)
1
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Alcohol Awareness Week 2010 quiz
1. 1 glass of wine (175ml, 13% ABV) is equivalent in calories to:
a) a bag of crisps
b) an apple
c) a doughnut
d) a jaffa cake
2. On Christopher Columbus’ voyage to the New World what alcoholic
drink did he bring with him?
a) Sherry
b) Brandy
c) Rum
d) Vodka
3. White wine is a good choice if you want a drink with less alcohol.
True or False?
4. Different drinks contain different kinds of alcohol. True or False?
5. The best way to avoid a hangover is:
a) Take a paracetamol before you drink
b) Don’t drink to excess
c) Drink milk while you’re drinking alcohol.
6. In the American state of Ohio it is illegal to give alcohol to a fish.
True or False?
7. Drinking water at the same time as alcohol means that it’s ok to
consume more units of alcohol. True or False?
8. Alcohol will warm you up if you’re cold. True or False?
9. Alcohol is a depressant. True or False?
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10. Wine used in wine tastings in Utah must not be swallowed.
True or False?
11.Methyphobia is fear of alcohol. True or False?
12. The word ‘toast’ meaning a wish of good health originates
from where?
a) Paris
b) Athens
c) Rome
d) Milan
13.Richard Nixon’s favourite tipple was
a) Gin and Tonic
b) Rum and Coke
c) Scotch
d) Bourbon
14.In which states are there 83 ‘dry towns’ (sale of alcohol is forbidden)?
a) Alaska
b) Washington
c) Massachusetts
d) Nebraska
15.A large pizza contains the same number of calories as 2 pints of
lager (ABV 5%). True or False?
16.Vikings used the skulls of their enemies as drinking vessels.
True or False?
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Alcohol Awareness Week 2010 quiz (with answers)
1. 1 glass of wine (175ml, 13% ABV) is equivalent in calories to:
a) a bag of crisps
b) an apple
c) a doughnut
d) a jaffa cake
The correct answer is: a) a bag of crisps.
2. On Christopher Columbus’ voyage to the New World what alcoholic
drink did he bring with him?
a) Sherry
b) Brandy
c) Rum
d) Vodka
The correct answer is: a) Sherry.
3. White wine is a good choice if you want a drink with less alcohol.
True or False?
The correct answer is: False.
2 units of wine has as much alcohol as 2 units of spirits or 2 units of beer. Your brain cannot tell
the difference – alcohol is alcohol! Sticking to the sensible drinking guidelines can help you to
drink responsibly.
4. Different drinks contain different kinds of alcohol. True or False?
The correct answer is: False.
All alcoholic drinks contain ETHYL ALCOHOL but in different dilutions.
5. The best way to avoid a hangover is:
a) Take a paracetamol before you drink
b) Don’t drink to excess
c) Drink milk while you’re drinking alcohol.
The correct answer is: b) Don’t drink to excess.
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6. In the American state of Ohio it is illegal to give alcohol to a fish.
True or False?
The correct answer is: True.
7. Drinking water at the same time as alcohol means that it’s ok to
consume more units of alcohol. True or False?
The correct answer is: False.
But it’s a good idea to alternate each alcoholic drink with a glass of water or soft drink.
8. Alcohol will warm you up if you’re cold. True or False?
The correct answer is: False.
Alcohol widens the blood vessels nearest to the skin, which allows more blood to the surface of your
skin. This means that you’ll lose more heat from your body in cold surroundings, although you
might feel warmer you’ll be losing heat and could be in danger from hypothermia.
9. Alcohol is a depressant. True or False?
The correct answer is: True.
Alcohol slows down the brain and the central nervous system’s processes.
10. Wine used in wine tastings in Utah must not be swallowed.
True or False?
The correct answer is: True.
11.Methyphobia is fear of alcohol. True or False?
The correct answer is: True.
Methyphobia is an intense, irrational fear of alcohol.
12. The word ‘toast’ meaning a wish of good health originates
from where?
a) Paris
b) Athens
c) Rome
d) Milan
The correct answer is: c) Rome.
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13.Richard Nixon’s favourite tipple was
a) Gin and Tonic
b) Rum and Coke
c) Scotch
d) Bourbon
The correct answer is: b) Rum and Coke.
14.In which states are there 83 ‘dry towns’ (sale of alcohol is forbidden)?
a) Alaska
b) Washington
c) Massachusetts
d) Nebraska
The correct answer is: a) Alaska allows individual communities to regulate or prohibit the
importation, sale and consumption of alcohol.
15.A large pizza contains the same number of calories as 2 pints of
lager (ABV 5%). True or False?
The correct answer is: False.
In fact 2 pints of lager (ABV 5%) and 2 slices of pizza both have around 400 calories.
16.Vikings used the skulls of their enemies as drinking vessels.
True or False?
The correct answer is: True.
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Sample article one – Time to make every day count
Word count: 439
We all know how fast time flies – especially when we’re working all week. That’s why it’s important to
make every day count. Sometimes it can be easy to drink more than we’d planned without realising.
That’s why it’s important to learn about alcohol units and the small steps we can take to manage our
alcohol intake. That way, we can make the most of our free time and feel fresher the next day.
Alcohol Awareness Week 2010 (4th-10th October) aims to raise awareness amongst Scots that by
making small, positive steps, changing their drinking habits and drinking more responsibly, they can
get more out of their day, week and weekend.
This year the week-long initiative is therefore asking Scots ‘How do you measure up?’ to get them
thinking about how many units of alcohol they are drinking and to encourage them to stick to the
sensible drinking guidelines of not regularly drinking more than 3-4 units per day for men and 2-3
units per day for women. So they can lead an overall healthier lifestyle and make every day count.
It can be easy to lose track of what you drink – especially as one drink doesn’t necessarily equal one
unit. But by getting to grips with your measures, you can take small, simple steps to manage your
alcohol intake and get more out of your day.
You don’t have to stop drinking alcohol altogether! Just by making a few adjustments to the way you
drink and by thinking about your units, you will feel better in body, mind and pocket.
Making simple changes such as sticking to the sensible drinking guidelines, pacing yourself and
alternating alcoholic drinks with soft drinks or water will make a big difference. Not only can you still
enjoy drinking alcohol, but you will also wake up feeling refreshed and ready to make the most of it,
whether that’s going for a run, catching up with friends or even a family day out.
Here are some more tips to help you make every day count:
• Have at least 2 alcohol free days per week
•Get a handle on how much you’re drinking by learning what makes up a unit of alcohol –
measure your usual drinks or use the unit calculator on www.alcoholawarenessweek.com
•Eat a good meal before you start drinking, or enjoy some snacks while you drink. This helps
to slow down the effect of alcohol on your body
• Try a smaller glass
• Try a low alcohol beer or wine
For more information on Alcohol Awareness Week, please visit www.alcoholawarenessweek.com
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Sample article two – Measure up to your ‘me’ time
Word count: 469
Enjoying alcohol plays an important part in Scottish culture. From family get togethers and celebrations,
to socialising and networking, a drink is usually on offer. What’s more, for many of us, the troubles of
the day can sometimes seem to disappear with a glass of wine or a nice cold beer.
With people topping up your glass however, or having ‘just one more’, it can be easy to lose track of
what you have had to drink. Before you know it you’re feeling zapped of energy the next day and have
probably wasted some of your precious time instead of making the most of it.
So, to ensure you make every day count, why not make a few small, simple changes to your drinking
habits? You’ll soon find that you can make a big difference to many aspects of your life!
Sally, a single, office worker from Aberdeen, started cutting-back when she realised she was exceeding
the recommended units of alcohol.
“I work hard and my colleagues are a very sociable crowd, so there was always someone looking to go
to the pub for a drink after work. I was probably spending 3-4 nights there most weeks, until I woke
up to the fact that I was regularly drinking too much without even realising it.”
“I decided that I wanted to get more out of my day and began to make some small changes. I enjoy a
glass of wine after all, so I didn’t want to give up completely! I therefore made a conscious effort not
to go over the sensible drinking guidelines and to have at least two alcohol free days per week.”
“I also challenged my work colleagues to join me and we all agreed to make small changes to our
social routine. Things like ensuring we have a proper meal before we go out, opting for a smaller glass
of wine instead of our usual large, and alternating alcoholic drinks with soft drinks or water has made
a big difference.”
“We have also decided to make more of our after-work time together! So, we now do other things too
like going to the cinema and having bowling competitions. Some of us have even signed up for a 10k
run, so have started training together also”.
This year the theme of Alcohol Awareness Week 2010 is ‘How do you measure up? Make every day
count’, which aims to get Scots thinking about how many units of alcohol they are drinking and to
stick to the sensible drinking guidelines of not regularly drinking more than 3-4 units per day for men
and 2-3 units per day for women.
For more information on Alcohol Awareness Week 2010, please visit www.alcoholawarenessweek.com
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Some alcohol questions answered
Can drinking alcohol be part of a healthy lifestyle?
Yes. For many people in Scotland, drinking alcohol is a pleasurable and social activity and people
drink without causing harm to themselves or others. But when alcohol is consumed excessively
or inappropriately, it can take its toll on our health, our communities and Scotland as a nation.
We need to take the time to understand the sensible drinking guidelines and know that, by following
a few rules of thumb, we can enjoy alcohol as part of our healthy lives.
What are the guidelines?
The sensible drinking guidelines are that men should drink no more than 3-4 units of alcohol per day,
and women no more than 2-3 units per day. Regularly drinking above these levels can cause
health problems.
In fact, Scottish Government advice is that we should all aim to have at least two days a week
without an alcoholic drink to give your body a chance to recover. Doctors agree that regulary drinking
more than the sensible drinking guidelines can cause health problems.
It’s also a good idea to eat beforehand and drink plenty of water. That way your night will last longer
and you’ll reduce your chances of a hangover.
Why are the sensible drinking guidelines lower for women?
Alcohol has a greater effect on women than men, even when differences in body weight are taken
into account. This is because women’s bodies have proportionately less water than men’s bodies.
Because alcohol mixes with body water, alcohol becomes more highly concentrated in a woman’s
body than in a man’s. Lastly, women’s livers produce less of the substance the body uses to break
alcohol down (an enzyme called alcohol dehydrogenase). This means women are not only at risk
of getting drunk quicker but the effects last longer.
Why should I have at least two alcohol free days a week?
Alcohol can cause changes to the cells in our livers. Excessive drinking over time can cause changes
to build up into liver disease and even liver cancer. By not drinking every day, your liver gets a chance
to repair itself so that there’s less chance of lasting damage.
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Why should I stick to the sensible drinking guidelines?
Too much drink damages the body and makes a healthy lifestyle harder to maintain.
Regularly exceeding the sensible drinking guidelines can lead to a range of health problems such
as liver disease, mental health problems and some cancers. Alcohol related health problems are
on the increase in Scotland and we now have one of the fastest growing liver disease and cirrhosis
rates in the world.
But doesn’t alcohol have positive effects on health too?
Some studies have shown that, in men over 40 and women post-menopause, drinking 1-2 units
of alcohol a day or every other day, may reduce the risk of heart disease. However, you should always
drink in moderation and remember the negative impacts to health of excessive consumption.
Why should I have plenty of water when I’m drinking?
Use soft drinks or water as ‘spacers’, alternating between alcoholic and soft drinks or water.
That way you make your night last longer. It will stop you getting dehydrated and lessen the effects
of a hangover too.
Alcohol dehydrates the body. This is primarily what causes ‘hangover’ symptoms. If you’ve been
drinking alcohol, drink plenty of water before going to bed.
But still remember the sensible drinking guidelines: men shouldn’t regularly drink more the 3-4 units
of alcohol per day, and women 2-3.
Why should I eat before I drink?
Eating food before you drink helps to slow down the effects of alcohol on your body. Alcohol can also
irritate your stomach lining but eating food can help prevent this from happening. And don’t forget
the sensible drinking guidelines.
What is ‘binge drinking’?
Binge drinking means different things to different people. Most people would describe binge drinking
as being seriously ‘drunk’ and out of control. Stereotypes of binge drinking involve people behaving
badly in public, being rowdy, throwing up or fighting. The accepted definition of binge drinking
is generally considered to be drinking more than 8 units if you’re a man, or 6 units if you’re a woman,
in one session – twice the recommended sensible daily guidelines. Regular drinking at this level puts
your health and wellbeing at serious risk.
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Do fizzy alcoholic drinks make you feel the effects of alcohol quicker?
Studies have shown that alcohol in fizzy drinks, such as champagne, is absorbed more quickly
into your bloodstream, making you feel the effects more quickly. Fizzy, soft mixers also cause
alcohol to be absorbed more quickly into your bloodstream because they are carbonated and
often contain caffeine.
Does coffee sober you up?
There really is no magic way to sober up – black coffee and cold showers are just myths.
Your liver is the only organ that gets rid of the alcohol in your bloodstream. It can only deal with
a limited amount (one unit) of alcohol per hour. There is no known way to speed this up.
What can happen when we regularly drink more than the sensible guidelines?
Weight gain
Alcoholic drinks contain more calories than you may think. If you’re concerned about
weight gain you should consider cutting down your alcohol intake.
Early ageing
Dehydration and lack of proper sleep wreck skin and hair. It expands blood vessels,
causing thread veins and other physical symptoms.
Sleep problems
It can help us nod off but even small amounts prevent the deep sleep that we need to feel
alert and refreshed.
Cancer
Drinking is the second biggest risk factor of the mouth and throat after smoking.
Drinking too much could increase your risk of developing breast cancer.
Liver disease
Alcohol turns some liver cells into fat and damages others. Because the liver has no ‘feeling’
in it, people often don’t realise it’s suffering until it’s too late. Repeated heavy drinking scars
the liver and causes permanent damage, which, in extreme cases, can even cause death.
Mental health problems
Alcohol is a significant risk factor for poor mental health and illness. Alcohol can cause and
increase anxiety and depression. This is partly because it uses up our stores of the natural
brain chemicals that calm us and lift our mood.
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Strokes
Those drinking more than the recommended weekly guidelines are twice as likely to die
of a stroke compared to non-drinkers.
Fertility and pregnancy
Alcohol lowers sperm count in men and fertility in women. If you’re pregnant or trying
for a baby avoid alcohol completely.
Blood pressure
Drinking to excess is linked with a rise in blood pressure. Raised blood pressure increases
the risk of heart disease and strokes.
What if I need help?
If you are worried about your drinking or that of someone you know, you can also call DRINKLINE
free, at any time, on 0800 7 314 314 for help, and to ask about services in your area. To find out
more about Scotland’s Alcohol Awareness Week visit www.alcoholawarenessweek.com
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Frequently asked questions
about Alcohol Awareness Week
What and when is Alcohol Awareness Week?
Alcohol Awareness Week is a joint initiative from the Scottish Government’s partnership agreement
with the alcohol industry. It brings government, the alcohol industry, health professionals and the
voluntary sector together to promote a message about responsible drinking. Alcohol Awareness Week
provides people with informative and practical suggestions that can help them manage the amount
of alcohol they drink.
This year’s Alcohol Awareness Week will take place from 4th-10th October 2010.
What is the aim of Alcohol Awareness Week?
Alcohol Awareness Week aims to promote responsible drinking by encouraging people to make
sensible, positive choices about their alcohol consumption.
Everybody has a role to play in disseminating information about responsible drinking and working
together to coordinate activities.
What can you do?
Since it began, Alcohol Awareness Week has developed as a platform to generate information about
sensible drinking. Let’s make this year even bigger and better than the last.
You can help promote Alcohol Awareness Week by projecting a positive message that will help all
of us take positive steps towards supporting responsible drinking.
We have created some simple ideas that will help bring to life the ‘How do you measure up?’
theme that will feature in posters and other promotional material. Make sure you log onto
www.alcoholawarenessweek.com to find out some more about Scotland’s Alcohol Awareness Week
activities and how you can get involved.
What will happen during the week?
Partners and other organisations across Scotland will be supporting Alcohol Awareness Week by
taking part in a range of activities. For inspiration and to gain ideas about how you can get involved,
visit www.alcoholawarenessweek.com
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Who’s involved?
The partners involved include the signatories to the Government Alcohol Industry Partnership
who are;
• Scottish Government
• The Scotch Whisky Association
• Tennents
• Diageo
• Heineken UK
• Bacardi
• Pernod Ricard (Chivas Brothers)
• Scottish Retail Consortium
• Scottish Licensed Trade Association
• BII Scotland
• Scottish Beer & Pub Association
• Scottish Grocers’ Federation
• Wine & Spirit Trade Association
• Gin & Vodka Association
• National Association of Cider Makers
• Whyte & Mackay
Partners also include the Scottish Association of Alcohol and Drug Action Teams, Alcohol Focus Scotland,
NHS Health Scotland, Scottish Health Action on Alcohol Problems and Drinkaware.
Other organisations across Scotland are signing up to take part in Alcohol Awareness Week 2010,
promoting responsible drinking to staff and customers alike.
Who is funding the activity?
Every partner organisation, large or small, is making a contribution to Alcohol Awareness Week –
both internally (raising awareness amongst staff) and externally (displaying publicity materials,
carrying messages and logo on websites, holding public events and targeting press).
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What marketing activity is planned during the week?
A wide range of materials has been produced to support Alcohol Awareness Week 2010, including
posters and drip mats, as well as digital advertising across Scotland. All materials will direct people
to the website that supports the campaign: www.alcoholawarenessweek.com
What were the key successes of previous year’s activity and is it really making an impact
on the issues around alcohol consumption in Scotland?
The success of AAW in previous years has been down to the combined action of all stakeholders
enabling the joined up message to reach a really wide audience.
As in previous years a broad range of organisations supported AAW to contribute raise awareness of
the week, including breweries, distilleries, trade associations, large financial companies, public and
voluntary sectors, NHS Scotland, Alcohol and Drug Partnerships (ADPs), student organisations, local
authorities, community partnerships, police, licensed premised, charities, pharmacies, supermarkets
and grocers, and transport groups.
In 2009, 506,477 beer mats, along with posters, flyers and tent cards, were distributed in around
3,000 pubs and clubs throughout Scotland, reaching an estimated 1.5 million customers and around
30,000 staff. 100,000 Alcohol Awareness Week unit calculators were also given away.
Minister for Public Health Shona Robison MSP launched AAW 2009 on Monday 5th October along
with industry spokesperson Gavin Hewitt, Scottish Whisky Association (SWA) and health spokesperson
Barbara O’Donnell. Other attendees included Douglas Meikle, SWA; Gillian Bell, Alcohol Focus
Scotland; Mark Baird, Diageo; Theresa Martinus, SAADAT; John Hollingsworth, Health Scotland;
David Paterson, ASDA; Glasgow Rocks basketball stars Scott Russell and Mike McGregor.
New partnerships were developed for the 2009 campaign, which added credibility through brand
association as well as extending reach of the campaign. SPL saw that beer mats, posters and unit
measure cups were used in hospitality areas of almost all football clubs in the Scottish Premier League.
FirstScotrail displayed posters in all trains on main routes around Scotland, and Highland Spring
produced 260 specially branded bottles of water for the launch event in Glasgow. And, notably, a
very key partnership was developed with Tesco which led to extensive activity taking place in 15 key
Tesco stores across Scotland. This partnership was developed from a strong working relationship
between the Forth Valley ADP and a local branch, which then grew into a national partnership.
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How is Alcohol Awareness Week addressing issues around alcohol misuse?
With alcohol related health problems on the increase, Alcohol Awareness Week is seeking to make
people think about their drinking habits, and ultimately encourage them to take simple steps
to help them drink more responsibly.
Why should Alcohol Awareness Week matter to people in Scotland?
Many people in Scotland drink alcohol responsibly but alcohol related harm is on the increase.
Alcohol Awareness Week recognises that drinking alcohol is a pleasurable and social part
of many people’s lives, and aims to promote and encourage responsible drinking by empowering
people to make positive choices about their drinking.
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Campaign materials
Posters
It’s good to know how many units of alcohol you’re drinking.
By sticking to the sensible drinking guidelines – that’s no more
than 3-4 units a day for men and 2-3 for women – you’ll be
drinking responsibly and keeping yourself healthy too.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10457 10/10
Set a good example to your
Eating something before you start drinking,
family by drinking responsibly.
or snacking while you drink, will help slow down
Pace yourself with soft drinks
the effects of alcohol on your body. And alternating
or water – it’ll also help you
feel fresher the next day.
alcoholic drinks with soft ones means a better
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10459 10/10
Watching the game with your pals or having
a kick about is easier when you’re not feeling
the worse for wear. By sticking to the sensible
drinking guidelines – that’s no more than 3-4 units
a day for men and 2-3 for women – you can not
only enjoy a drink but the whole weekend too.
DPPAS10465 10/10
night all round and a clearer head in the morning.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10461 10/10
Visit alcoholawarenessweek.com 4th-10th October 2010
Watching the game with your pals or having
a kick about is easier when you’re not feeling
the worse for wear. By sticking to the sensible
drinking guidelines – that’s no more than 3-4 units
a day for men and 2-3 for women – you can not
only enjoy a drink but the whole weekend too.
DPPAS10463 10/10
Watching the game with your pals or having
a kick about is easier when you’re not feeling
the worse for wear. By sticking to the sensible
drinking guidelines – that’s no more than 3-4 units
a day for men and 2-3 for women – you can not
only enjoy a drink but the whole weekend too.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10467 10/10
Visit alcoholawarenessweek.com 4th-10th October 2010
Sometimes you just want a relaxing night in
with a takeaway. But it’s easy to lose track of
how much you’re drinking. Measuring your drinks
will help you stick to the sensible drinking
guidelines – that’s no more than 3-4 units a
day for men and 2-3 for women.
Visit alcoholawarenessweek.com 4th-10th October 2010
DPPAS10469 10/10
alcoholawarenessweek.com
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Shelf Wobbler
Drip mat
OCTOBER
4th-10th
2010
alcoholawarenessweek.com
How much do you really know about alcohol?
For instance, which of these are true and which false?
> A large pizza contains the same number
of calories as 2 pints of lager
> Alcohol will warm you up
> Different kinds of drinks contain
different kinds of alcohol
For the correct answers, plus hints and tips
about responsible drinking and the chance
to win prizes in our competition, visit:
alcoholawarenessweek.com
DPPAS10473 10/10
alcoholawarenessweek.com
31
Find out more at alcoholawarenessweek.com
Keep the sensible drinking
guidelines in mind – men shouldn’t
regularly drink more than 3-4 units
of alcohol a day, and women 2-3.
OCTOBER
Try a lower alcohol beer.
4th-10th
Try a smaller glass for a change.
2010
Eat a decent meal before you drink,
or snack while you’re drinking.
alcoholawarenessweek.com
Alternate alcoholic drinks with
soft drinks or water.
alcoholawarenessweek.com
2010
4th-10th
OCTOBER
Here are some positive steps you can take –
why not give them a try?
Making small changes to the way you drink
can make a big difference to the way you feel
the next day, and to your long-term health.
Tent cards
DPPAS10471 10/10
OCTOBER
Find out more at alcoholawarenessweek.com
4th-10th
Keep the sensible drinking
guidelines in mind – men shouldn’t
regularly drink more than 3-4 units
of alcohol a day, and women 2-3.
2010
alcoholawarenessweek.com
Making small changes to the way you drink
can make a big difference to the way you feel
the next day, and to your long-term health.
Here are some positive steps you can take –
why not give them a try?
Alternate alcoholic drinks with
soft drinks or water.
Eat a decent meal before you drink,
or snack while you’re drinking.
Try a smaller glass for a change.
Try a lower alcohol beer.
Keep the sensible drinking
guidelines in mind – men shouldn’t
regularly drink more than 3-4 units
of alcohol a day, and women 2-3.
Try a lower alcohol beer.
Try a smaller glass for a change.
Eat a decent meal before you drink,
or snack while you’re drinking.
Alternate alcoholic drinks with
soft drinks or water.
Here are some positive steps you can take –
why not give them a try?
Making small changes to the way you drink
can make a big difference to the way you feel
the next day, and to your long-term health.
Find out more at alcoholawarenessweek.com
DPPAS10472 10/10
Making small changes to the way you drink
can make a big difference to the way you feel
the next day, and to your long-term health.
Here are some positive steps you can take –
why not give them a try?
Alternate alcoholic drinks with
soft drinks or water.
Eat a decent meal before you drink,
or snack while you’re drinking.
Try a smaller glass for a change.
Try a lower alcohol beer.
Keep the sensible drinking
guidelines in mind – men shouldn’t
regularly drink more than 3-4 units
of alcohol a day, and women 2-3.
Find out more at alcoholawarenessweek.com
DPPAS10471 10/10
alcoholawarenessweek.com
32
OCTOBER
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2010
alcoholawarenessweek.com
Banners (to be uploaded to websites or emails)
ButtonsEmail signature
Wallpaper
.
alcoholawarenessweek.com
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OCTOBER
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alcoholawarenessweek.com
Partner organisations
Alcohol Drugs Partnerships Association Scotland (ADPAS)
Ian Smilie – National Substance Use Liaison Officer
2nd Floor, 166 Buchanan Street
Glasgow
G1 2LW
Tel: 07889251913
E-mail: [email protected]
Alcohol Focus Scotland (AFS)
Barbara O’Donnell – Director of Services
2nd Floor 166 Buchanan Street
Glasgow
Lanarkshire
G1 2LW
Scotland
Tel: 0141 572 6700
E-mail: Barbara.O’[email protected]
Website: www.alcohol-focus-scotland.org.uk
Bacardi Brown-Forman
Bruce Ray – Director of UK External Affairs
Bacardi Brown-Forman House
Kings Worthy
Winchester
Hampshire
SO23 7TW
Tel: 01962 762100
E-mail: [email protected]
Website: www.bacardi-martini.co.uk
BII Scotland
Neil Robertson
29 Drumsheugh Gardens
Edinburgh
EH3 7RN
Tel: 0131 226 9880
Fax: 0131 226 9888
E-mail: [email protected]
Website: www.bii.org
Diageo plc
Lorraine Martin – CSR Manager Diageo GB
Edinburgh Park
5 Lochside Way
Edinburgh
EH12 9DT
Tel: 0131 519 2000
Website: www.diageo.com
Drinkaware
Eleanor McDonald
Samuel House
6 St Albans Street
London
SW1Y 4SQ
Tel: 020 77 66 99 00
Website: www.drinkaware.co.uk
The Gin & Vodka Association (GVA)
Edwin Atkinson – Director General
Crosskeys House
Queen Street
Salisbury
Wiltshire
SP1 1EY
Tel: 01722 415895
Heineken UK
Charlotte Elmer – Public Affairs Manager
2-4 Broadway Park
South Gyle
Edinburgh
EH12 9JZ
Tel: 0131 203 2000 / 0131 528 1000
Website: www.scottish-newcastle.com
Miller Brands (UK) Ltd
Jonathan Bennett – Corporate Affairs Manager
Molson Coors Brewing Company (UK) Ltd
Scott Wilson – Director of Communications & Public Affairs
The National Association of Cider Makers (NACM)
Bob Price – Policy Adviser
Tel: 07799 492000
E-mail: [email protected]
NHS Health Scotland
John Hollingsworth – Communications Manager
Woodburn House
Canaan Lane
Edinburgh
EH10 4SG
Tel: 0131 536 5568
Fax: 0131 536 5501
E-mail: [email protected]
Website: www.healthscotland.com
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Pernod Ricard (Chivas Brothers)
Jack Gemmell – Communications and Public Affairs Manager
111-113 Renfrew Road
Paisley
PA3 4DY
Tel 0141 531 2470
E-mail: [email protected]
Website: www.chivas.com
Scottish Health Action on Alcohol Problems (SHAAP)
12 Queen Street
Edinburgh
EH2 1JQ
Tel: 0131 247 3667
Fax: 0131 247 3664
E-mail: [email protected]
Website: www.shaap.org.uk
The Scotch Whisky Association (SWA)
Douglas Meikle – Alcohol Policy Manager
20 Atholl Crescent Edinburgh
EH3 8HF
Tel: 0131 222 9200
Fax: 0131 222 9237
E-mail: [email protected]
Website: www.scotch-whisky.org.uk
The Scottish Retail Consortium (SRC)
Fiona Moriarty – Director
PO Box 13737
Gullane
EH31 2WX
Tel: 07875 067233
E-mail: [email protected]
Website: www.scottishretail.org.uk
Scottish Beer & Pub Association
Patrick Browne
6 St Colme Street
Edinburgh
EH3 6AD
Tel: 0131 225 4681
E-mail: [email protected]
The Scottish Wholesale Association
Kate Salmon
Executive Director
Tel: 0131 556 8753
Scottish Government
Evie McLaren – Alcohol Policy Team
St Andrews House
Regent Road
Edinburgh
EH1 3DG
Tel: 0131 244 2107
E-mail:[email protected]
Websites:www.scotland.gov.uk
www.infoscotland.com/alcohol
Scottish Grocers’ Federation (SGF)
John Drummond – Chief Executive
222/224 Queensferry Road
Edinburgh
EH4 2B
Tel: 0131 343 3300
Fax: 0131 343 6147
E-mail: [email protected]
Website: www.scottishshop.org.uk
Tennent Caledonian Breweries
George Kyle
Wellpark Brewery
161 Duke Street
Glasgow
G31 1JD
Whyte & MacKay
Rob Bruce, Head of PR
Dalmore House
310 St Vincent Street
Glasgow
G2 5RG
Tel: 0141-248-5771
Wine and Spirit Trade Association (WSTA)
Aileen Keyes – Policy and Campaign Manager
International Wine & Spirit Centre
39-45 Bermondsey Street
London
SE1 3XF
Tel: 020 7089 3882
Fax: 020 7089 3870
Website: www.wsta.co.uk
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