LAST UPDATED: JANUARY 2017
ALCOHOL AND HEALTH CAMPAIGN
COMMUNITY TOOLKIT
CONTENTS
03
07
19
24
28
CAMPAIGN BACKGROUND
CAMPAIGN BACKGROUND
ABOUT THE KIT
CAMPAIGN CALENDAR
EXTENDING THE CAMPAIGN
MATERIALS LOCALLY
INFOGRAPHIC
A3 POSTERS
BROCHURE
FACT SHEETS
CONTENT FOR INTERVIEW
AND PUBLIC RELATIONS
OPPORTUNITIES
KEY MEDIA MESSAGES
DID YOU KNOW MESSAGES
ORDERING RESOURCES
RESOURCE ORDER FORMS
EVALUATION AND
ADDITIONAL INFORMATION
EVALUATION OF THIS KIT
USEFUL CONTACTS
WORKING WITH COMMUNITY PROGRAMS
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
WEBSITE IMAGES
EMAIL SIGNATURE
FACEBOOK POSTS
2
ABOUT THIS TOOLKIT
AS A LOCAL STAKEHOLDER
YOU MAY WISH TO USE
ONE OR ALL OF THE
SUPPLIED TEMPLATES
AND STRATEGIES.
YOU ARE IN THE BEST
POSITION TO DETERMINE
WHICH ACTIVITIES
WORK BEST FOR YOU
AND WE ARE HAPPY TO
OFFER ASSISTANCE AND
SUPPORT AS REQUESTED.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
3
CAMPAIGN
BACKGROUND
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
4
CAMPAIGN BACKGROUND
The overarching aim of the Alcohol.Think Again
campaign is to develop a culture within the
community in which low-risk drinking is the
preferred option for drinkers and where there is
awareness and support for the behaviours that
result in a low-risk drinking culture.
The new phase of the Alcohol and Health
campaign launched in December 2016.
This toolkit provides professionals and community
groups with some ideas about addressing alcoholrelated harm locally. This toolkit supports the key
messages of the Alcohol and Health campaign,
Alcohol causes damage to your body. Regularly
drinking more than two standard drinks on any
day increases your risk of alcohol caused disease.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
ABOUT THE MESSAGE
CAMPAIGN OBJECTIVES
TARGET GROUP
The campaign’s key messages are based on the
National Health and Medical Research Council
(NHMRC) Guidelines on low risk drinking levels
and have been developed with the assistance of
multiple medical experts.
1.
People aged 25 to 54 years-of-age, living in
Western Australia.
The campaign focuses on the damaging effects
of alcohol and emphasises how the body is fragile
and reducing alcohol consumption can reduce
a person’s risk of alcohol caused disease such a
stroke, heart attack and cancer. The campaign
encourages people to reduce their risk, having
no more than two standard drinks on any day
in accordance with the NHMRC guideline for
reducing the risk of alcohol-related harm over a
lifetime.
Increase awareness of the NHMRC long-term
harm guideline. The lifetime risk of harm
from drinking alcohol increases with the
amount consumed. The NHMRC stipulate for
healthy men and women, drinking no more
than two standard drinks on any day reduces
the lifetime risk of harm from alcohol-related
disease or injury.
2. Understand that alcohol is damaging and that
regularly drinking above the guideline can
place you at risk of serious alcohol-caused
disease over your lifetime.
3. Feeling personally at risk of developing
alcohol-caused disease if drinking above
the guidelines or without a reduction in how
much they drink.
The campaign is a collaborative initiative of the
Alcohol, Other Drugs and Prevention Services
Directorate of the Mental Health Commission and
the McCusker Centre for Action on Alcohol and
Youth (MCAAY).
5
2017
CAMPAIGN SCHEDULE + KEY EVENTS
JAN
FEB
MAR
APR
MAY
JUN
STATE WIDE CAMPAIGN IN MARKET
SCULPTURES BY THE SEA (PERTH)
DRUG AWARE PRO (MARGARET RIVER)
STATE WIDE CAMPAIGN IN MARKET
TRUFFLE KERFUFFLE (MANJIMUP)
PERTH FESTIVAL
MANDURAH CRAB FEST
SORRY DAY
CABLE BEACH POLO (BROOME)
AUSTRALIA DAY
ORD RIVER MUSTER (KUNUNARRA)
JUL
AUG
SEP
OCT
NOV
DEC
GOOD FOOD + WINE SHOW (PERTH)
CINEFEST OZ
KINGS PARK FESTIVAL (PERTH)
CAPE TO CAPE MTB (SOUTH WEST)
GOURMET ESCAPE (MARGARET RIVER)
STATE WIDE CAMPAIGN IN MARKET
FESTIVAL OF THE PEARL (BROOME)
CHERRY FESTIVAL (MANJIMUP)
FESTIVE SEASON
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
6
CAMPAIGN
MATERIALS
CLICK ON
TO PLAY OR
TELEVISION
TO VIEW
CARDIOVASCULAR - 30 SECOND
CARDIOVASCULAR - 15 SECOND
CANCER - 30 SECOND
CANCER - 15 SECOND
PRESS
WHOLE OF BODY - 23x3
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
CARDIOVASCULAR -23x3
CANCER -23x3
7
CAMPAIGN
MATERIALS
CLICK ON
TO PLAY OR
TO VIEW
SOCIAL MEDIA VIDEOS
CONSUMPTION LEVELS
DIGESTIVE SYSTEM
CANCER
BENEFITS OF REDUCING USE
STROKE
RISK OF DEATH WOMEN - WEEKLY
RISK OF DEATH MEN - WEEKLY
GP VIDEOS - HAS DIFFERENT CALL TO ACTION THAN TV
CARDIOVASCULAR - 30 SECOND
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
CANCER - 30 SECOND
8
WEBSITE
MATERIALS
CLICK ON
TO BE TAKEN TO RELEVANT
PAGE ON THE ALCOHOL.THINK AGAIN
WEBSITE
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
ONLINE TOOLS
STANDARD DRINK TOOL
RISK TOOL
AUDIT TOOL
CANCER PAGE
CARDIOVASCULAR PAGE
DIGESTIVE SYSTEM
LIVER PAGE
CAMPAIGN PAGE
WEBSITE PAGES
9
EXTENDING
THE CAMPAIGN
MATERIALS
LOCALLY
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
10
A3 POSTER
PURPOSE
A way to distribute the campaign messages
in places that the target group visit.
TIPS
•
•
•
•
Order hard copies from the resource
order form.
Download the PDF and print at the size
that suits you, A5, A4 or A2.
Place in shopping centers, community
centers, sporting complexes.
Display at events.
Alcohol can damage
your fragile body
Alcohol is toxic, and regularly drinking more than
two standard drinks on any day increases damage
to your body.
Over time, alcohol increases your risk of cancer,
heart attack or stroke.
Complete a two-minute assessment to see how
reducing your drinking will reduce your risks at
alcoholthinkagain.com.au
DOWNLOAD PDF
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
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11
INFOGRAPHIC
BRAIN
How alcohol can
damage your body.
Alcohol is classified as a Group 1
carcinogen. It can damage cells in your
body and regularly drinking more than two
standard drinks can increase your risk of
mouth, throat, breast and bowel cancer.
MOUTH
Reducing your drinking will reduce your risk.
THROAT
$
PURPOSE
This infographic is an attention grabbing
way to highlight important statistics and
information about alcohol and health, and
presents the information in a format that is
easily understood.
TIPS
•
•
•
•
In 2013 approx. 13 people died per month from
alcohol-related cancers in WA.
In 2014, Western Australians were hospitalised a
total of 1,002 times for conditions due to alcoholrelated cancers. They occupied a total of 5,292 bed
days in the State’s hospitals.
Over time, alcohol can damage your
cardiovascular system including an
increased risk of:
STROKE
HEART
In 2013 about one person per month
died from alcohol-related stroke in WA.
$
FEMALE BREAST
DID YOU KNOW?
Alcohol consumption causes an
increase in levels of oestrogen,
which has been suggested to
contribute to the development
of breast cancer.
In 2014, Western Australians were
hospitalised a total of 59 times for
conditions due to alcohol-related stroke.
They occupied a total of 534 bed days in
the State’s hospitals.
HEART ATTACK
HIGH BLOOD PRESSURE
DID YOU KNOW?
Alcohol can cause blood pressure to
increase. This can lead to increased risk
of stroke, irregular heartbeat,
and enlarged heart.
LIVER DISEASE
DID YOU KNOW?
Place on local notice boards or in
newsletters.
Place on your organisations Facebook
page or website.
Use statistics in community radio
announcements.
Insert into local newsletters or local
newspapers.
Alcohol metabolism mainly takes
place in the liver. Alcohol consumption
increases the risk of liver disease which
can lead to:
• Fatty liver
• Alcoholic hepatitis
• Alcoholic cirrhosis
$
BOWEL
In 2013 about one person died per
week from alcohol-related liver disease
in WA.
In 2014. Western Australians were
hospitalised a total of 443 times for
conditions due to alcohol-related liver
diseases. They occupied a total of 3,309
bed days in the State’s hospitals.
Number of alcohol-related disease deaths
in Western Australia in 2013.
Costs of alcohol-related harms Western Australia.
$155m
in hospital costs
in 2014
113,549
hospital bed days
used in 2014
1 person every
27mins
was hospitalised for an
alcohol-attributable
condition in 2014
545
total alcohol-related
deaths in 2013
152
Cancer
55
Liver
disease
32
Other
digestive
system
26
Other
17
Stroke
The numbers for alcohol-related deaths and hospitalisations used in this infographic are based on estimates derived by applying aetiological fractions and are not actual counts
DOWNLOAD PDF
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
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12
BROCHURE
PURPOSE
This brochure reflects some information
from the Alcohol.Think Again website. The
brochure can be distributed to your target
group who do not have access to the
internet
TIPS
•
•
•
Order hard copies from the resource
order form.
Mail to the target group.
Ask if you can distribute the brochure at
locations around where the target group
might frequent and be open to health
messages, such as GP practices and
waiting rooms and local pharmacies.
DOWNLOAD PDF
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
DOWNLOAD IMAGE
13
CULTURALLY
SECURE
BROCHURES
W h at i s A
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more
information
help
Ge
t t i n g s o mand
e h help
elp and
For more
information
in fo r m at io n
For more information and help
i n fo r m at i o n
If you is
are
pregnant,
planning
a than the
Risky drinking is when you have more than the
Harmful drinking
when
you have
more
Local Contact
pregnancy
or breastfeeding, not
If you are thinking about reducing your alcohol
recommended
daily amount.
If you are thinking
about reducing
your alcohol
recommended
daily limit.
drinking alcohol is the safest choice.
use maybe you would like some information and
use maybe you would like some information and
Risky
drinking
can
damage
your
health
and
support.
Or if you are worried about somebody
Harmful drinking
can
damage
your
health
and
can
There is no safe amount of alcohol
support. Or if you are worried about somebody
can lead to alcohol poisoning. Risky drinking is
usepoisoning.
in pregnancy.
Alcohol
can is
and how their alcohol use is affecting you and your
result in alcohol
Harmful
drinking
and how their alcohol use is affecting you and your
dangerous
because
you
are
more
likely
to
get
weaken
a
baby’s
inner
spirit,
mind
family perhaps you would like some help.
guidelines do not apply to young people.
dangerous because you are more likely to get
family perhaps you would like some help.
drunk or intoxicated.
and health. Alcohol can cause brain
he age of 18 drinking alcohol is not safe.
drunk or intoxicated.
Alcohol and Drug Information Service (ADIS)
damage and birth defects.
Sometimes people
Sometimes
people
Alcohol and
Drug Information
Service
(ADIS)
When
you
are
drunk
or
intoxicated
you
are
more
don’t get
help
Pr oble m s o f b e in g d r u n k o r
isks of drinking alcohol come from alcoholADIS can provide
information
about culturally
A lc o h o l D rin k in g Gu id e li n e s don’t get helplikely to say things you would not normally say and
because
they services
feel
injuries such as road trauma, violence,
intoxic at e d
secure alcohol
and drug
in your area. They
ADIS can provide
information
because
they feel about culturally
do things that you would not normally do. Too much
If you are taking medications, or have
physical
or
can also provide
information, counselling and
shameother
talking
secure
alcohol
andtalking
drug services in your area.
nd other accidents. To reduce these risks,
shame
alcohol can affect your mind and make you reallyadvice for people concerned about their own or
When you aremental
drunk health
or intoxicated
youthen
are you
moreshould
conditions
check
They can
also
provide
information, counselling
about how alcohol
re a healthy man you should not have more
about
how other
alcohol
down or about
blue. Ittheir
canown
affect
likely to say things
youdoctor
would to
notsee
normally
say
and
and drug
with your
whether
it is
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for you
and
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people concerned
oryour judgement and another’s alcohol
is affecting
themuse. This is a 24 hour,
standard drinks on any single occasion.
is affecting
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make
aggressive.
You are more likely to do state
do things thattoyou
would
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do. Too much
A b owide,
rigina
l Wa
y s families.
o f telephone
R e d u c i n gservice.
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confidential
another’s
alcohol and drug
use.you
This
is a 24 hour,
drink
alcohol.
These guidelines
do
not apply
and
their
and their families.
things likeservice.
pick fights, have unsafe sex, drive drunk
alcohol can affect
yourpeople.
mind and make you reallystate wide, confidential telephone
F r o mAboriginal
A l c o h o lAlcohol
and Other Drugs
to young
ealth risks from drinking alcohol build up
Aboriginal Alcohol
ADIS: (08) 9442 5000
and break Aboriginal and Whiteman’s laws.
down
or
blue.
It
can
affect
your
judgement
and
ur lifetime. This means the more you drink
Reducing
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The safest option for children and young
and Drug
Toll free: 1800
024
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(08) 9442
5000 Workers
make you aggressive.
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todrink
do alcohol.
ater the risk. To reduce your risk of alcoholunder 18 years
of more
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and other health professionals are there to help
Toll free: 1800
024health
When
you are drunk
aretomore
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other
professionals
areyou
there
helplikely to be
things like pick
fights,
have
unsafe alcohol
sex, drive
drunk
Some
risks
of drinking
come
from alcoholdisease or injury over your lifetime you
Parent
Drug
Information
Service
(PDIS)
you.
They
will
not
put
you
down.
They will listen and
involved
in
family
violence,
accidents
and
sexual
you. They will not put you down. They will listen and
T h e r e a r e a lo t o f and break Aboriginal and Whiteman’s laws.
related injuries such as road trauma, Parent
violence,Drug
falls, Information Service (PDIS)
not drink more than 2 standard drinks on
help you work out what you want to do. They can
assault.
help you work
out what you want to do. They can
t h i n g s you c a n d o w it h
PDIS provide confidential telephone support,
and other accidents. To reduce these risks, if you are
y.
show
you
ways
to
reduce
harm,
cut
down or stop
show you ways
to reduce
harm, cut down or stop
fa mi l y a n d fr ie n d s When you are drunk you are
counselling, information, and referral services for
telephone
support,
a healthy woman you should not havePDIS
moreprovide
than 4 confidentialWhen
youyou
areaccess
drunk you can support,
using. They can help you access medical support,
They can
w i t h ou t a lc o h o l
parents.
counselling,using.
information,
andhelp
referral
servicesmedical
for
more likely tostandard
be involved
in on any single occasion.
ould not drink alcohol when you
drinks
not
look
after
yourself,
your
rehabilitation services, counselling and support.
rehabilitation services, counselling and support.
parents.
family violence, accidents
ne, when planning to drive, operate
family, or your children properly,
Telephone: (08) 9442 5050
and sexual assault.
Other health risks from drinking alcohol build up over
nery, or do things like hunting, fishing,
and you might neglect them or
It may
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Toll free: 1800
653 not
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(Country
callers)your alcohol use
Telephone: (08) 9442 5050
your
lifetime.
This
means
the
more
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the
g, and going bush. Alcohol will affect
Toll free: 1800 653 203 put them at risk.
but your friends, family, and other people in your
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drink alcohol when you are alone,
be there the next day, and harmful drinking can
when planning to drive, operate machinery, or do
make
much harder
to cope.use
It may not be easy itreducing
your alcohol
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to forget
about your
problems and
things
like hunting
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Artist: Barry McGuire (Mullark).
A r t i s t : B aboating,
rry McGuire (Mullark).
but
your
friends,
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but
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Brochure design and illustrations Patrick Bayly Workspace Design
B r o c h ujudgement
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o r k s pother
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The Aboriginal Inner Spirit Model was developed by
community can support you make changes.
the next day, and
and your
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drinking can
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performance,
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may put yourself
J o s e p h ‘ N i p p e r ’ R o e , w h o b e l o n g e d t o t h e K a r a j a r r i a n d Ya w u r u p e o p l e .
much harder and
to cope.
© Drug and Alcohol Office 2010
other people at risk.
1
© Drug and Alcohol Office 2014
HP10387.V4.indd 1
TIPS
•
•
•
Order hard copies from the resource
order form.
Mail to the target group.
Ask if you can distribute the brochure
at locations around where the target
group might frequent, and be open to
health messages, such as GP practices
and waiting rooms in Aborginal medical
services.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
ADIS can provide information about culturally
secure alcohol and drug services in your area. They
can also provide other information, counselling and
advice for people concerned about their own or
another’s
A b o r i g i nalcohol
a l Wa yand
s odrug
f R e use.
d u c iThis
n g Hisa ram24 hour,
state wide,
confidential
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n d O t h e rservice.
Drugs
Strong Spirit Strong Mind
Strong Spirit Strong Mind
A b o r i g i n a l Wa y s o f R e d u c i n g H a r m
From Alcohol and Other Drugs
ADIS: (08) 9442 5000
What
Our
Mencallers)
Need
Toll free: 1800
198 024
(Country
What Our Women Need
to Know About Alcohol
to Know About Alcohol
Parent Drug Information Service (PDIS)
PDIS provide confidential telephone support,
counselling, information, and referral services for
parents.
Telephone: (08) 9442 5050
Toll free: 1800 653 203 (Country callers)
Produced by the Aboriginal Alcohol
and Other Drug Programs
New alcohol
drinking guidelines
HP10389 MARCH 2010
Reprint funded by the Australian Government
Department of Health and Ageing
Alcohol and Drug Information Service (ADIS)
Strong Spirit Strong Mind
PURPOSE
These brochure allows for the campaign
messaging to be distributed in a nondigital fashion to Aboriginal audiences.
The brochure can be distributed to your
target group who do not have access to the
internet.
Local Contact
Artist: Barry McGuire (Mullark).
Brochure design and illustrations Patrick Bayly Workspace Design
The Aboriginal Inner Spirit Model was developed by
J o s e p h ‘ N i p p e r ’ R o e , w h o b e l o n g e d t o t h e K a r a j a r r i a n d Ya w u r u p e o p l e
HP10388 OCTOBER 2014
re taking medications, or have physical or
health conditions then you should check
ur doctor to see whether it is safe for you to
cohol.
© Drug and Alcohol Office 2010
8/4/10 5:11:50 PM
8/4/10 5:21:01 PM
REDUCING RISK
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MEN
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8/4/10 5:02:54 PM
WOMEN
DOWNLOAD PDF
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HP10387 OCTOBER 2014
hol D r in k ing Guidelines
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14
FACT SHEETS
How alcohol can damage
your body.
Alcohol and cancer.
PURPOSE
These fact sheets each have a theme which
allows for information from the Alcohol.
Think Again website to be distributed in a
non-digital fashion. These factsheets can be
distributed to your target group who do not
have access to the internet.
TIPS
•
•
•
•
Order hard copies from the resource
order form.
Mail to the target group.
Ask if you can distribute the fact
sheets at locations around where the
target group might frequent and be
open to health messages, such as GP
practices and waiting rooms and local
pharmacies.
Insert into newsletters or local
newspapers.
How cancer is formed
Our body is made up of lots of cells – each with its own function and
role inside the body. Healthy cells grow, duplicate and die normally,
without causing any harm to the body. Most cells have genes inside
them which are made up of DNA. When cells multiply, sometimes
there can be a change in the DNA. This change is a called a mutation
and it results in a cell not growing, duplicating or dying as it should.
These mutations can happen by chance, through inherited genetic
faults or from environmental factors such as alcohol consumption.
The body’s immune system usually keeps mutated cells
under control. However abnormal cells can sometimes divide
uncontrollably, which can form lumps or growths. These are called
tumours.
Unlike normal cells, cancer cells do not function properly.
•
Cancer cells do not know when to stop growing and
multiplying. This means that if untreated, cancer cells may
invade and destroy surrounding tissues.
•
Cancer cells can also spread beyond the area where the cancer
first developed, because unlike normal cells, cancer cells do not
stick together as well as normal cells do, and may also produce
substances that stimulate them to move.
•
Cancer cells do not repair themselves or die because they
have the ability to override the signals from molecules that tell
damaged cells to self-destruct.
Types of alcohol-caused cancers
There is strong evidence that alcohol causes cancer at these
sites in the body:
•
Oropharynx
•
Larynx
•
Oesophagus
•
Liver
•
Bowel
•
Stomach
•
Female breast
Studies have found the risk of alcohol-caused cancer increases with
the amount of alcohol consumed.
$
In 2013 approx. 13 people died per month from alcohol-caused
cancers in WA.
In 2014 alcohol-related cancer hospitalisation in WA cost over
$12 million.
How alcohol consumption damages the cells of the body and
increases the risk of alcohol-caused cancer
Alcohol is classified as a Group 1 carcinogen. This is the highest level
of certainty, like for tobacco smoke and asbestos. There are many
mechanisms for how alcohol causes cancer.
•
•
•
•
Alcohol is broken down and forms acetaldehyde.
Acetaldehyde can damage cells because it can bond with DNA
causing cells to be replicated incorrectly.
Alcohol can also cause direct tissue damage, and this increases
the absorption of other carcinogens (cancer causing agents)
that those cells come into contact with.
Alcohol can influence hormone levels, increasing cancer risk.
Alcohol increases the risk of liver cancer by causing liver
cirrhosis.
For cancers of the mouth, pharynx, larynx, oesophagus and
liver there is strong evidence that the DNA damage is due to
acetaldehyde. For breast cancer, the mechanism appears to be
alcohol interfering with the metabolism of oestrogen, and increasing
the circulating levels of sex hormones. These sex hormones
encourage cell division.
Alcohol in combination with other lifestyle factors
Alcohol and smoking
There is evidence that the combined effects of smoking and drinking
alcohol can increase the risk of certain cancers, compared with
someone who only drank or only smoked. The combined effect of
alcohol and smoking has been estimated to be responsible for more
than 75% of cancers of the upper aero digestive tract (including
the lips, mouth, tongue, nose, throat, vocal cords, and part of the
oesophagus and windpipe).
Alcohol and weight gain
Alcohol has no real nutritional benefit. However it is high in calories
(kilojoules), with 29 kilojoules per gram of pure alcohol. This means
one standard drink (10g of alcohol), such as a 100mL glass of wine,
has 315 kilojoules from the alcohol alone. As alcohol is typically
consumed in addition to a person’s normal dietary intake, alcohol
can contribute to weight gain. This can result in alcohol indirectly
contributing to cancers that are associated with high body fat,
including oesophagus, pancreas, bowel, breast (in post-menopausal
women), endometrium and kidney.
DOWNLOAD PDF
Reducing your drinking, will reduce your risks.
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CANCER
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ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
15
How alcohol can damage
your body.
Alcohol and the cardiovascular system.
How alcohol can damage the
cardiovascular system
Drinking alcohol on a single occasion can see temporary increase
system. Blood is pumped around the body by the heart, via
pressure). It is likely there are multiple mechanisms which cause
blood delivers nutrients and other materials to all parts of the
reduction in alcohol intake can lower blood pressure. High blood
stream mainly via the stomach and small intestine.
is a risk factor for heart attack and stroke. The Australian Heart
The cardiovascular system responds to alcohol consumption
drinks on any day, as studies have found the consumption of
pressure and in the long-term regularly drinking more than the
increase in blood pressure, and increases the risk of developing
in blood pressure, and regularly drinking alcohol above the
The heart and blood vessels form part of the cardiovascular
guidelines can cause alcohol-caused hypertension (high blood
these blood vessels through arteries, capillaries and veins. The
alcohol to raise blood pressure, and studies have shown that a
body, including alcohol which is absorbed directly into the blood
pressure can cause hardening and thickening of the arteries, and
Foundation recommends having no more than two standard
during the time of drinking such as increased heart rate and blood
more than two standard drinks a day can see an immediate
guidelines can damage the cardiovascular system. Alcohol has
hypertension.
weakened heart muscle and irregular heartbeat. All of which can
Weakened heart muscle
been shown to lead to increased heart rate, high blood pressure,
increase the risk of alcohol-caused heart attack and stroke.
$
In 2013 about one person per month died from alcohol-related
stroke in WA.
In 2014 alcohol-related stroke hospitalisations in WA was estimated
to cost $1.3 million.
The heart pumps blood to the lungs and to the remaining
tissues of the body. The heart is critical in getting oxygen and
nutrients around the body and achieves this by generating the
pressure for blood to circulate around the body, ensuring blood
only flows in one direction. The frequency and force of the
hearts contractions adjust depending on the needs of the body.
Increased heart rate
The anatomy of the heart is complex, but the heart’s ability to
Alcohol can cause variability in the way the heart beats – the
muscle is called myocardium, and damaged heart muscle is
drinking can cause episodes of tachycardia (increased heart
cardiomyopathy.
How alcohol can damage
your body.
Alcohol and the digestive system.
How alcohol can damage the digestive
system
Alcohol can damage the organs it comes in contact with in the
digestive system, including the mouth, throat, oesophagus and
stomach. Once alcohol has entered the blood stream it can
damage the liver and large intestines.
Alcohol is not treated like other nutrients in food. In fact, the
digestive system works extra hard to eliminate it from the body,
prioritising the elimination of alcohol ahead of other nutrients
including lipids (fats), carbohydrates and proteins.
Alcohol is absorbed throughout the digestive tract. Unlike other
nutrients, alcohol is absorbed directly into the blood stream
through the stomach lining and it is also rapidly absorbed in the
small intestine. Alcohol metabolism mostly occurs in the liver, but
other cells in the body can also metabolise alcohol.
Alcohol is converted into a toxic chemical called acetaldehyde.
Alcohol can cause cancer because acetaldehyde can damage
DNA and stop the cells from repairing this damage.
How does alcohol damage the mouth and throat?
The mouth and throat are exposed to alcohol as soon as it
ingested. Alcohol passes quickly into the mouths saliva, and for
approximately 30 minutes after drinking, saliva contains more
alcohol than the bloodstream. From saliva, acetaldehyde and
alcohol easily reach and damage the tissues in the mouth.
Heart rate is the number of times the heart beats per minute.
contract is due to the muscle layer within the heart wall. Heart
time between heart beats. Studies have found that regular heavy
called cardiomyopathy. Heavy alcohol consumption can lead to
A large Cancer Research UK study looking at lifestyle factors that
cause cancer found that around a third of cancers of the mouth
and throat (30%) were caused by drinking alcohol.
heartbeat). Complications of regular episodes of tachycardia, do
Dilated cardiomyopathy results in weakened heart muscle that
Drinking alcohol increases the risk of oropharyngeal cancer and
may increase mouth cancer risk when combined with smoking.
cause blood clots that can lead to a heart attack or stroke.
contractions (this makes it harder for the blood to circulate
How does alcohol damage the oesophagus?
rate due to problems in the electrical signals that produce a
vary depending on the frequency, length and severity but it can
Increased blood pressure
causes the four heart chambers to enlarge resulting in weaker
around the body).
Blood pressure is a measure of the force blood places against
Cardiomyopathy can eventually lead to congestive heart failure,
pumping with more force than normal through the arteries.
the body.
blood vessel walls. High blood pressure is when the blood is
Reducing your drinking, will reduce your risks.
CARDIOVASCULAR SYSTEM
which is when the heart doesn’t pump enough for the needs of
Alcohol comes into contact with the oesophagus once it has
been swallowed. The oesophagus is the long tube running from
the mouth to the stomach that propels food and drink down
to the stomach. High alcohol consumption is a risk factor for
squamous cell carcinoma (cancer of the oesophagus). Alcohol
can directly damage the cells lining the oesophagus (squamous
cells). It can also cause acid reflux (the stomach contents to come
back up into the oesophagus), which can damage cells and
increase cancer risk.
How does alcohol affect the stomach?
The stomach is the first organ to have long contact with alcohol.
The stomach’s primary job is to store and mix food and drink that
has been consumed. One-off and regular drinking can interfere
with the functions of the stomach in a number of ways.
•
Alcohol can affect the stomach’s gastric acid production.
This can reduce the stomach’s ability to destroy bacteria
that enter the stomach, which can allow potentially harmful
bacteria to enter the upper small intestine.
•
A single heavy episode of drinking can damage the mucous
cells in the stomach, and induce inflammation and lesions.
•
High alcohol content beverages (more than 15% alcohol
volume) can delay stomach emptying, which can result in
bacterial degradation of the food, and cause abdominal
discomfort.
How does alcohol damage the liver?
Alcohol metabolism mainly takes place in the liver. The liver
filters the blood from the digestive tract and its principal role is
to remove toxins from the body. The liver breaks down alcohol in
three different ways, and all three ways lead to the conversion of
alcohol into acetaldehyde which is a toxic chemical and causes
inflammatory changes in the liver. These processes can contribute
to the following damaging effects in the liver.
•
Increased fat production in the liver that can lead to fatty
liver.
•
The toxic by-products produced when alcohol is metabolised
can lead to cell and tissue damage, including DNA damage.
How does alcohol damage the large intestine (bowel)?
Undigested food passes from the small intestine to the large
intestine where water and salts are absorbed into the body. This
process can take up to 24 hours. The remains are then passed
from the body through the anus. Alcohol can come into contact
with the large intestine via the bloodstream. This increases the risk
of bowel cancer.
Evidence suggests that, compared to non-drinkers or occasional
alcohol drinkers, people who drink moderately (up to 4 standard
drinks a day) and heavily (more than 4 standard drinks a day), are
at an increased risk of colorectal cancer. Moderate drinkers had a
21% increased risk, and heavy drinkers had a 52% increased risk,
Reducing your drinking, will reduce your risks.
DIGESTIVE SYSTEM
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ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
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16
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IMAGES FOR
WEBSITES
PURPOSE
These images have been developed in
standard banner sizes so that they can easily
be added to websites.
TIPS
•
•
Post on your organisations website.
Use as an email signature (see page 19
for instructions).
LEADERBOARD - 728 X 90 PIXELS
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17
LEADERBOARD - 728 X 90 PIXELS
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
18
EMAIL
SIGNATURE
The images on pages 17 and 18 can be used within email signatures. These images can be changed periodically
to deliver varying key messages.
HOW TO INSERT IMAGE INTO A MICROSOFT OUTLOOK EMAIL SIGNATURE If you do not use Microsoft Outlook as your
email provider, please contact your IT department/staff for assistance.
1.
Open a new message.
Select
under the ‘Message’ tab (in the ‘Include’ area on the toolbar).
HEALTH EXPERTS RECOMMEND NO MORE THAN TWO STANDARD2.DRINKS
ON ‘Signatures’
ANY DAY
PURPOSE
3. From the drop down menu select ‘Signatures’.
4. Click on the image then ‘COPY’ and ‘PASTE’ it into the desired section of your signature.
5. Click ‘OK’.
Adding an image to the bottom of an email
signature is an easy way to continually
remind people and organisations of the
campaign messages.
TIPS
•
•
Change the images so that messages
are varied.
If you have quite a long email signature,
use the leaderboard sized image to
avoid adding any more length.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
19
MESSAGE: DAMAGE
FACEBOOK 01
POSTS
PURPOSE
02
03
Regularly drinking more than two standard
drinks can increase the risk of heart attack.
Over time alcohol causes high blood
pressure, irregular heartbeat and damages
your heart muscle. Reducing your drinking
reduces your risks.
Regularly drinking more than two standard
drinks increases your risk of cancer. This is
because when alcohol is digested it creates a
toxic substance that damages the cells in the
mouth, throat, oesophagus, bowel and liver
and over time increases your risk of these
cancers.
Regularly drinking more than two standard
drinks can increase the risk of stroke. This
is because alcohol can increase your blood
pressure. Reducing your drinking reduces
your risks.
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Alcohol-and-Your-LongTerm-Health/Alcohol-and-Cardiovascular-Disease
CLICK THROUGH URL:http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Alcohol-and-Your-LongTerm-Health/Alcohol-and-Cancer
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Alcohol-and-Your-LongTerm-Health/Alcohol-and-Cardiovascular-Disease
05
06
A free method to easily distribute the
campaign messaging online, and allow
people to quickly find more information
on the Alcohol.Think Again website.
TIPS
•
•
•
If your organisation does not have its
own facebook page, it is really easy to
set one up,
The best time to post is between 12 and
3pm on Monday, Wednesday, Thursday
and Friday.
Rotate between the damage, tool and
infographic posts to keep your followers
interested.
DOWNLOAD PDF
DOWNLOAD IMAGE
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
04
Regularly drinking more than two standard
drinks can increases the risk of damage to
your liver, including fatty liver and cancer.
Reducing your drinking will reduce your
risks.
Regularly drinking more than two standard
drinks causes damage to your body. Reduce
your risk by reducing how much you drink..
Alcohol is damaging to your body, over
time alcohol can increase blood pressure
and increases the risk of stroke. Alcohol is a
carcinogen that damages cells and increases
your risk of cancer. Reducing your drinking
reduces your risks.
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Alcohol-and-Your-LongTerm-Health/Alcohol-and-Liver-Disease
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Alcohol-and-Your-LongTerm-Health
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Alcohol-and-Your-LongTerm-Health
20
MESSAGE: ONLINE TOOLS
01
02
03
Do you know what a standard drink looks
like? Learn how many standard drinks are in
your drink. Our standard drinks tool allows
you to pour beer, wine and spirits into a
range of glasses.
Is the amount you’re drinking posing a
health risk? Learn if you are drinking at
harmful levels to your health by using our
new tool.
Take our 5 minute audit tool to learn if the
frequency and amount of alcohol you're
drinking is impacting on you?
Use our tool to see if you
are really drinking
one standard drink.
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/What-is-a-Standard-Drink/
Standard-Drink-Tool
Could your drinking be putting
your health at risk?
Our five-minute
drinking audit tool is
easy to use.
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Drinking-levels-and-yourrisk
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Drinking-levels-and-yourrisk
Click to use our new
two minute
risk assessment tool!
04
05
06
caused death.
Learn how much your drinking could be
putting you at risk of alcohol-related harm
with our quick and easy tool.
We have a are
newreally
three step
drinking tool pouring
learn howone
to pour
one
standard
standard drink.drink and
find out if your drinking could be putting
your health at risk.
Use our tool to see if you
Use our new
see drinking
if your drinking could
aretool
really
be putting
you
at
increased
risk of alcoholone standard drink.
Could your drinking be putting
your health at risk?
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Drinking-levels-and-yourrisk
Learn if you
are really pouring
one standard drink.
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/What-is-a-Standard-Drink/
Standard-Drink-Tool
Check out our new
Learn if you
Check out our new
easy to use tools!
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Alcohol-Your-Health/Drinking-levels-and-yourrisk
easy to use tools!
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
21
MESSAGE: INFOGRAPHIC
01
02
03
How often do you choose to drink
alcohol? Did you know 1 in 14 Western
Australians drink daily. Do you think that
this is too much?
Did you know that 1 in 5 Western
Australian’s drink at levels to put them
1 in 14 Western Australians drink daily.
at risk of long-term alcohol-related
harm.
Did you know1 person
that in every
2014, there
were
27mins
was hospitalised
113,549 bed days
usedfor aninalcohol-attributable
Westerncondition
Australia for alcohol-related harm.
In 2014 an estimated
An estimated
1 in 14 Western Australians drink daily.
1 in 5 Western Australians drink at levels to put
them at risk of long term alcohol-related harm.
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Portals/0/documents/health_alcohol_infographic_
jan2017.pdf
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Portals/0/documents/health_alcohol_infographic_
jan2017.pdf
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Portals/0/documents/health_alcohol_infographic_
jan2017.pdf
04
05
06
In 2014, an estimated 1 person was
hospitalised for an alcohol-attributable
condition every 27 minutes in Western
Australia.
In 2014, it was estimated that alcoholrelated hospitalisations in Western
Australia cost $155 million!
Did you know in 2013, an estimated 545
people died in Western Australia from
alcohol-attributable deaths.
1 in 5 Western Australians drink at levels to put
them at risk of long term alcohol-related harm.
In 2014 an estimated
1 person every 27mins
was hospitalised for an alcohol-attributable condition
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Portals/0/documents/health_alcohol_infographic_
An estimated
jan2017.pdf
113,549 bed days
were used in Western Australia in 2014
for alcohol-related harm
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
113,549 bed days
were used in Western Australia in 2014
for alcohol-related harm
In 2014, alcohol-related hospitalisations cost
In 2014, alcohol-related hospitalisations cost
$155 million
CLICK InTHROUGH
URL: http://alcoholthinkagain.com.
2013 the total number of alcohol-related deaths was estimated at
au/Portals/0/documents/health_alcohol_infographic_
jan2017.pdf
545
$155 million
In 2013 the total number of alcohol-related deaths was estimated at
545
CLICK THROUGH URL: http://alcoholthinkagain.com.
au/Portals/0/documents/health_alcohol_infographic_
jan2017.pdf
22
CONTENT FOR
INTERVIEW AND
PUBLIC RELATIONS
OPPORTUNITIES
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
23
KEY MEDIA MESSAGES
01
02
03
04
The National Health and Medical Research
Council (NHMRC) Australian Alcohol Guidelines
recommend for healthy men and women,
drinking no more than two standard drinks on
any day reduces the lifetime risk of harm from
alcohol-related disease or injury.
Alcohol causes damage to your body, regularly
drinking more than two standard drinks
increases your risk of alcohol caused disease
including stroke, cardiovascular disease and
cancer. Reducing your drinking will reduce your
risks. Health experts recommend no more than
two standard drinks on any day.
Alcohol-related cancer can develop in many
different parts of the body. Alcohol damages or
destroys cells, and the replacement cells may
include cancerous cells. It is well known that
light drinking (up to 1 drink/day) increases the
risk of cancer of the oral cavity and pharynx,
oesophagus and female breast.
Alcohol consumption increases an individual’s
risk of cardiovascular disease. Drinking more
than two standards drinks any day increases
damage to your body and over time, alcohol can
cause high blood pressure, irregular hearbeat
and can weaken your heart muscles.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
24
DID YOU KNOW MESSAGING
CAN ALCOHOL CAUSE CANCER?
01
02
03
04
There is strong evidence that alcohol causes
cancer at seven sites in the body.
• Oropharynx
• Larynx
• Oesophagus
• Liver
• Bowel
• Stomach
• Female breast
Alcohol is classified as a Group 1 carcinogen.
This is the highest level of certainty, life for
tobacco smoke and asbestos. There are many
mechanisms for how alcohol causes cancer.
1. Alcohol is broken down and forms
acetaldehyde. Acetaldehyde can damage
cells because it can bond with DNA causing
cells to be replicated incorrectly.
2. Alcohol can also cause direct tissue damage,
and this increases the absorption of other
carcinogens (cancer causing agents) that
those cells come into contact with.
3. Alcohol can influence hormone levels,
increasing cancer risk.
4. It increases risk of liver cancer by causing
liver cirrhosis
There is evidence that the combined effects
of smoking and drinking alcohol can increase
the risk of certain cancers, compared with
someone who only drank or only smoked. The
combined effect of alcohol and smoking has
been estimated to be responsible for more than
75% of cancers of the upper aero digestive tract
(including the lips, mouth, tongue, nose, throat,
vocal cords, and part of the oesophagus and
windpipe).
Between 2004 and 2013, an estimated 3 people
died per week from alcohol-related cancer in
WA.
Studies have found the risk of alcohol-caused
cancer increases with the amount of alcohol
consumed.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
In 2014, there were an estimated 5,292 bed days
for alcohol-related cancer in WA, costing $12
million dollars.
For example, the risks for developing mouth and
throat cancers for people who regularly smoke
tobacco heavily and drink alcohol heavily are up
to 35 times greater.
25
ALCOHOL CAN CAUSE CARDIOVASCULAR DISEASE?
01
02
03
The cardiovascular system responds to alcohol
consumption during the time of drinking such
as increased heart rate and blood pressure. In
the long-term regular amounts of intoxication
can damage the cardiovascular system. Alcohol
has been shown to lead to increased heart rate,
high blood pressure, weakened heart muscle,
irregular heartbeat, all of which can increase the
risk of alcohol-caused heart attack and stroke.
Your heart muscle needs oxygen so it can keep
pumping. A heart attack is when an artery
supplying oxygen to the heart muscle is reduced
or cut off completely, preventing the heart
muscle receiving oxygen. The blood flow to
the heart can be blocked due to a gradual build
up of plaque, fat and cholesterol that cause a
narrowing of the coronary arteries.
An ischemic stroke is when an artery supplying
brain tissue is blocked. This blockage can result
from a clot that has formed in the artery or from
a foreign body such as a fat globule that has
broken off that becomes lodged in the artery,
blocking it. Alcohol increases the risk of ischemic
stroke because it can:
• Cause a clot, formed due to irregular
heartbeat and weakened heart muscle,
lodging in a blood vessel in the brain.
• Cause high blood pressure which can result
in a foreign body such as plaque to break
off, enter the blood stream and lodge in a
blood vessel in the brain.
• Raise the levels of fat (bad cholesterol) in
the blood and if a clot forms in a clogged
artery stroke can result.
•
•
•
In 2014, alcohol-related stroke
hospitalisation in WA costs 1$.2 million.
In 2013, about 1 person per month died from
alcohol-related stroke (2013 data) in WA.
In 2014 the estimated number of alcoholrelated stroke hospitalisations was 59..
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
Alcohol consumption can raise the levels of fat
in the blood, especially triglcerides. People with
high triglycerides often have high levels of bad
cholesterol and low levels of good cholesterol.
High levels of bad cholesterol can clog arteries
and, if a piece of plaque breaks off, a clot forms
and a heart attack can result.
A haemorrhagic stroke occurs when a bleed
occurs in an artery supplying brain tissue,
tearing and bleeding. Alcohol increases the risk
of haemorrhagic stroke because it can cause
high blood pressure. High blood pressure can
create weak points on artery walls, including
those in the brain, increasing the chance of
them bleeding under the force of the high blood
pressure.
26
REDUCING YOUR
DRINKING CAN
REDUCE RISK
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
01
02
03
If someone drank 4 standard drinks
5 times a week, and decided to drop
down to 3 times a week, they would:
• Drink 416 less standard drinks a
year
• Consume 12,064 kilojoules less
a year
One bottle of wine has around 7
standard drinks. If a female drinks
3 glasses of wine every day, her
risk of alcohol-related death triples,
compared to if she drank three glasses
of wine, three times a week instead,
which would see her drink within the
national alcohol guidelines.
A 6-pack of full-strength beer has
almost 8 standard drinks, and if a
male drinks 3 stubbies everyday he is
four times the risk of alcohol-related
death compared to if he drank 2
mid-strength stubbies which sees
him drink within the national alcohol
guidelines.
27
ORDERING
RESOURCES
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
28
RESOURCE ORDER FORM
HARD COPIES OF MANY OF THE RESOURCES FEATURED INSIDE
THIS TOOLKIT CAN BE ORDERED BY COMPLETING THE
ALCOHOL.THINK AGAIN RESOURCE ORDER FORM. DELIVERY CAN
TAKE UP TO 10 BUSINESS DAYS.
CLICK HERE TO ACCESS THE FORM.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
29
EVALUATION
AND ADDITIONAL
INFORMATION
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
30
EVALUATING THIS TOOLKIT
The Mental Health Commission is always looking to improve both the campaign
toolkits and the materials included within the kits.
The campaigns are developed following a robust research process including proposition
testing and concept testing. Both of these occur prior to commencement of
production, and all production sees the messaging is consistent with what was tested.
Please complete a quick 5 minute survey on Survey Monkey to provide your feedback.
Click here to be taken to the survey.
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
31
USEFUL CONTACTS
01
02
03
04
05
ALCOHOL.THINK AGAIN
ALCOHOL OTHER DRUGS AND
PREVENTION SERVICES MENTAL
HEALTH COMMISSION
ALCOHOL AND DRUG SUPPORT
LINE
PARENT AND FAMILY DRUG
SUPPORT LINE
ABORIGINAL ALCOHOL AND DRUG
SERVICE
For anyone concerned about their own
or another person’s alcohol use or
drug use.
A 24-hour, state-wide, confidential
telephone service.
For anyone concerned about a loved
one’s alcohol or drug use. A 24-hour,
state-wide, confidential telephone
service.
Visit the website for more information
on campaign and other alcoholrelated content.
www.alcoholthinkagain.com.au
Get in contact with a Community
Programs team member if you
need help to implement any of the
campaign materials.
(08) 6553 0600
dao.health.wa.gov.au
mentalhealth.wa.gov.au
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
Metro callers: (08) 9442 5000
Country callers only (toll-free) : 1800
198 024
[email protected]
Metro callers: (08) 9442 5050
Country callers only (toll-free): 1800
653 203
Delivering culturally secure and holistic
services that improve the health and
wellbeing of individuals and families
in the Aboriginal community by
strengthening and healing the mind,
body and spirit.
(08) 9221 1411
[email protected]
32
alcoholthinkagain.com.au
ALCOHOL AND HEALTH | COMMUNITY ACTION KIT
33