Alcohol Awareness Message Hits Home To Young People

The research, carried out by University College Birmingham, measured the efficacy of the AAA course in raising awareness of alcohol and its effects, and modifying behaviour towards alcohol among young people. The results showed:

• 95% of those surveyed said they drink and, of those, 17% drink to get drunk
• 89% agreed that the course raised awareness of the possible long-term effects of alcohol on the body
• 77% agreed that, if they choose to drink, they are now more likely to be a responsible drinker
• 64% agreed that, if they choose to drink, they are now less likely to binge drink
• 92% agreed that the course raised awareness of the dangers of drink-driving and drug-driving
• 71% said they will positively modify their behaviour in relation to alcohol

Cathie Smith, Director of BIIAB, commented: “We’re obviously delighted with these results. To hear course graduates saying things such as ‘I am more aware now of what and when I drink’ and ‘the course has made me realise that you don’t have to drink that much to get drunk’ mean that it is having the desired effect.

“No single initiative or approach will solve the country’s alcohol related problems over night but this just proves that education of young people at the time that they first come into contact with alcohol is crucial in changing attitudes and modifying behaviour. We believe that personal responsibility is paramount and if we can help to advise consumers so they make informed decisions then the future could look very different.”

The AAA also forms part of the ground-breaking BII Schools Project which is now being used in over 125 schools meaning that it has reached more than 25,000 young people.

To view the full evaluation report, or for more information on the BIIAB Award in Alcohol Awareness or the BII Schools Project, visit www.biiab.org.