Community Alcohol Intervention Workers raise awareness of excessive drinking
A new marketing project has been set up to raise awareness about the health risks of excessive drinking and help people move into healthier long-term behaviours.
ICE, the leading social marketing and communications agency have recruited a group of specialised health workers to take on board the social marketing project across North Liverpool.
The aim is to assess people’s alcohol intake and raise awareness about the effect of drinking too much.
The Community Alcohol Intervention Workers offer free and non-judgemental information and advice on a day-to-day basis, as well as providing alcohol screenings in a range of local community venues. The screen tests will enable people to find out whether there drinking habits are ’safe,’ ‘hazardous’ or ‘harmful’, and what damage it is doing to their health.
The project is part of a new alcohol awareness scheme, ASSIST which is being spearheaded by Liverpool Primary Care Trust and funded to promote sensible drinking and help tackle rising levels of alcohol related health problems in target areas of the city.
Laura Black, one of the new Community Alcohol Intervention Workers, said, “It is not just about people with a serious problems, we also want to reach people who are drinking a little more than what is recommended as ’safe’ at home.
“We no a positive outlook and aspirations are essential for us all so we aren’t here to judge, but we are trying to raise awareness, give people useful tips about their drinking habits and advise them where to get more help or information.”
ICE are specialists in social marketing and conduct a wide range of projects across a broad range of health and wellbeing issues, such as obesity, smoking, safe sex and environmental issues. The new team will help support the 40-strong team of marketing, psychologists, public relations, researchers. design and multi-media professionals.
Amanda Jackson, Director of Social Marketing at ICE said, “Social Marketing is not about lecturing people or telling them what to do, in the way that traditional marketing or advertising around a social issue might.
“It is about really understanding why people behave in the way they do, and establish how we can support them to make positive lifestyle changes.”
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