Origins of the Alcohol Reduction Strategy in England

In the weeks since Public Health England (PHE) announced its partnership with Drinkaware for the 'drink free days' campaign, it has faced widespread criticism. The extent of the concern may have taken some, including PHE, by surprise. However, the fact it has raised the profile of debates about industry-Government partnerships may be seen by critics as an important repercussion.

An open letter expressing concern about the partnership has now been released, calling on UK public health scientists to sign and support its calls for PHE to “work with your Alcohol Leadership Board to formulate and publish guidelines for engagement with the alcohol industry and its associated organisations”. The letter argues the decision has led to significant “reputational risk to PHE’s status as a provider of impartial, evidence-based advice” and its authors are “alarmed by public statements from PHE” in response to concerns raised. (Alcohol Policy UK, 2018).

Describe and discuss the origins of the ‘Alcohol Reduction strategy in England’; tracing it from the Ottawa Charter and Alma Atta declaration to the Drinkaware campaign. 

a. Describe the history of the alcohol reduction programme from 1970 to the Launch of the Drinkaware campaign. Link this history to the Ottawa Charter and Alma Atta declaration.

b. Discuss the rationale for the launch of the Drinkaware campaign and the involvement of Public Health England with the campaign.

c. Support your work with properly cited and referenced source materials.

Design an alcohol reduction programme for young people (16-25years) in England. Consider addressing the following in your programme:

• a discussion of the health promotion models that would apply to your programme and why.

• Identifying and explaining the key stakeholders of the campaign and your communication strategy to engage them.

If the aim of the campaign is to reduce the proportion of young people who drink too much alcohol (above the recommended quantity), design an evaluation strategy to determine how this goal will be evaluated. Identify any limitations of this strategy

a. Set specific objectives for the programme in line with the aim.

b. Discuss the type of evaluation that will be best suited for this strategy and explain why other evaluation strategies will not be suitable.

c. Discuss the limitations your strategy.

d. Support your work with well cited and referenced source materials.