This item was published during the term of a previous administration that ended in April 2007
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Campaign to encourage responsible drinking
14/08/2006
A new advertising campaign asks Scots to take responsibility for themselves and to think first before they encourage others to have 'just another drink.'
Launched today by Deputy Health Minister Lewis Macdonald, a television, cinema, and billboard poster campaign - supported by a new website and telephone helpline service - will aim to challenge Scotland's attitude to alcohol which can lead to personal harm and the encouragement of harmful drinking by others.
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Unveiling the new 'Don't Push It' campaign in Aberdeen, Mr Macdonald said:
"I want this campaign to make people stop and think about what they're saying to others and consider the consequences. Responsible drinking is fine - encouraging and celebrating excessive drinking is not.
"Many of us will have been in social situations where we want to miss out on a round or have a soft drink rather than an alcoholic one. We may not want to drink alcohol at all, or to stop before we drink too much. But peer pressure from friends and colleagues can often make that a difficult choice.
"As well as creating awareness of peer pressure and its potential consequences through the campaign, our new interactive website will provide factual information about alcohol and allow individuals to self assess whether their consumption is compatible with a healthy lifestyle. Our telephone helpline service - also being launched today - is available for those wanting additional information or advice.
"Tackling the idea that excessive consumption is socially acceptable requires all of us to take much greater responsibility. The Executive is responding. At the same time, individuals and society as a whole have to play their part if we are really serious about making a long-term difference."
Television adverts will run for five weeks starting today. The same commercial will launch in the cinema on September 18 and run for four weeks. Billboard posters will run on 180 sites across Scotland, beginning on 28 August.
The campaign forms one part of an integrated programme by the Executive to tackle the causes and consequences of alcohol misuse. This action includes:
- Supporting an alcohol test purchase pilot in Fife to deal with underage sales
- Licensing (Scotland) Act 2005: includes tough action on irresponsible promotions that fuel binge drinking
- New powers in the Antisocial Behaviour (Scotland) Act 2004: helping police and other agencies deal with alcohol-related crime and disorder
- Over £20 million in total over 2005/06 and 2006/07 for rehabilitation services, and over £1 million to educate the public on the dangers of binge drinking
- Supporting the Servewise programme: training in responsible serving practice provided to over 7000 people since 2002
- Work to update the Alcohol Action Plan, which is expected to be launched later this year