Why let drink decide?

What was it?
In support of a national campaign by the Department for Children, Schools and Families, Balance launched the ‘Why let drink decide’ campaign to highlight the dangers facing young people when they drink excessively.

Unwanted pregnancy, drug taking and violence are just a handful of the dangers young people risk whilst under the influence of alcohol and are unable to fully use their judgement.

The aim of the campaign was to encourage parents to talk to their children about the risks of drinking and help them make the right choices before they begin their relationship with alcohol.

What we did
We supported the national campaign, which aired on TV, radio and in press adverts by talking to parents of children aged between eight and 12 during half term.

We had on street teams visiting shopping centres in Cramlington, Peterlee, Hartlepool, Sunderland and Gateshead handing out information and chatting to parents, encouraging them to talk to their children about creating a responsible relationship with alcohol. Almost 10,000 booklets were distributed and 1,000 in depth conversations took place during the week long campaign.

The on street teams also encouraged young people to try on a pair of ‘beer goggles’. The goggles distorted the wearer’s vision, creating a feeling similar to being drunk and impairing their ability to carry out tasks. They were used to demonstrate the impact that drinking alcohol has on a child’s capability (or even adults for that matter) to make well co-ordinated physical actions. 

Additional activity with social networking sites and advertising (we didn’t have cinema ads, though DCSF did) was also implemented to give young people the confidence and advice to effectively manage their own relationship with alcohol. With the right advice and support Balance hoped to delay the age at which young people first start drinking, and reduce the amount that is drunk once they do start.

Vital stats:

• Three quarters of 11 to 15 year olds say they would prefer to get information about alcohol from their parents.

• Around 80% of young people are less likely to drink if their parents disapprove.

• One in five girls (and one in ten boys) aged 14 to 15 goes further than they wanted to in a sexual experience after drinking alcohol.

• Four out of ten secondary school-age children have been involved in some form of violence because of alcohol.

• Almost one in ten boys and around one in eight girls aged 15 to 16 have unsafe sex after drinking alcohol.

• Young people who get drunk at least once a month are twice as likely to commit a criminal offence as those who don’t.

What people said
Colin Shevills, Director of Balance

“It is vital that parents begin to talk to their children about alcohol around the time they begin secondary school. This will help ensure that young people have the confidence and knowledge necessary to make an informed decision, long before they find themselves in a situation involving alcohol. It will ensure that they are adequately prepared.”