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This section will focus on early identification and prevention of alcohol use in young people and adults.

Alcohol is the third greatest overall contributor to ill health after smoking and raised blood pressure. In England, around 9 million adults drink at levels that pose some risk to their health, with 2.2 million drinking at higher-risk of harm. Alcohol is a causal factor in more than 60 medical conditions and many people are already experiencing alcohol-related conditions, though are not aware of the links between their condition and alcohol.


Physical complications of alcohol use include cancers, circulatory diseases such as stroke and coronary heart disease, liver cirrhosis, pancreatitis and external causes such as road traffic accidents and assault. Those who drink at higher risk significantly increase their risk of:


  • Liver disease: 13 times in men and women
  • Hypertension: 4 times in men, and double in women
  • Stroke: double in men, 4 times in women
  •  Pancreatitis: triple in men, double in women (PHE, 2014)


Miscarriage, stillbirth, premature birth, small birth weight, and Foetal Alcohol Spectrum Disorder (FASD) are all associated with consuming excess alcohol during pregnancy.


Alcohol misuse, or excess drinking, occurs when a person drinks above the recommended government guidelines.  The UK Chief Medical Officers’ (CMOs) advice to the public, published in January 2016 (https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/489795/summary.pdf) has advised that for both men and women, it is safest not to drink regularly more than 14 units per week, to keep health risks from drinking alcohol to a low level.


 Drinking at home prior to going out (pre-loading) and consuming over double the recommended government daily guidelines over a short period of time (binge drinking) has increased, primarily as a consequence of cheap alcohol becoming too readily available. More alcohol is now consumed in the home than in licensed premises and the combination of pre-loading with on premise drinking, often results in heavier consumption and related adverse outcomes. Children are more likely to drink if this is tolerated by their parents, and those growing up in families where parents are dependent on alcohol are seven times more likely to become addicted adults themselves (LGA, 2013).


Alcohol and violence can be linked in many ways. For some alcohol is used as a coping mechanism by victims of violence (North West Public Health Observatory, 2012). For example alcohol consumption can affect:

  • physical and cognitive functioning thereby reducing self-control
  • the ability to process information and the ability to recognise warning signs for violence
  • beliefs that alcohol causes aggression can lead to the use of alcohol as preparation for violence, or to excuse violent acts
  • ability to consent to and understand sexual activity


The annual cost of alcohol-related harm on society is vast. The NHS incurs £3.5billion a year in costs related to alcohol however with the impact of crime and productivity included it is estimated to be £21billion, before the effects of alcohol misuse on families and communities are taken into account. Alcohol-related healthcare costs in Bedford were an estimated £7.6m, equating to £60 per adult.

From 2013, local authorities are responsible for commissioning public health services, including alcohol misuse treatment and prevention services. The Public Health Outcomes Framework sets out the desired outcomes for public health and supporting indicators to measure progress. In Bedford Borough the following high level indicators are used to measure progress in relation to health and alcohol misuse:

  • Reduction in alcohol-related admissions to hospital
  • Reduction in mortality from liver disease
  • Increased take up of the NHS Health Check programme by those eligible -  screening for alcohol misuse has been included since April 2013 (see NHS Health Checks chapter)


In order to build a more detailed picture of alcohol related harm in Bedford, the additional local health indicators to measure progress have also been identified:

  • Persons under 18 admitted to hospital due to alcohol specific conditions – this data should be treated with caution as hospital coding does not always identify alcohol as an underlying cause
  • Alcohol specific hospital admissions
  • Alcohol related A&E attendances


What do we know?

Excess drinking

The proportion of young people who drink alcohol has been falling nationally. The latest data nationally suggests 62% of those aged 11-15 say they have never consumed alcohol, and 8% say they have drunk alcohol in the last week with over half saying that they usually drink with parents (HSCIC, 2014).


Alcohol consumption is influenced by the attitudes and behaviour of families therefore parents and families play an important role. Estimating the number of children living with adults misusing alcohol is difficult though results from the Health Survey for England and General Household Survey in 2004 suggested around 30% of children under 16 years (approximately 3.5 million) in the UK lived with at least one binge drinking parent (Manning et al., 2009).


In the UK it is estimated that over 200,000 people each day go to work with a hangover. Research conducted by Drink Aware in 2010 (Garbatt, 2010) found that the average person goes to work suffering from the effects of alcohol three times per month suggesting that alcohol interventions in the workplace may be effective.  

Whilst the majority of adults drink alcohol responsibly, data from Alcohol Concern (2015) suggests that in Bedford Borough:

  • 72% drink within the recommended alcohol guidelines
  • 20% are drinking above recommended levels which increase the risk of damaging their health
  • 6% drink at very high levels which significantly increases the risk of damaging their health and may have already caused some harm

Alcohol dependence

Alcohol is the second biggest problem substance nationally with just over half the young people in treatment (51%) seeking help for its misuse during 2014-15 (PHE, 2015).


Nationally, the total number of people aged 18-64 years predicted to be alcohol dependent is 5.9% (8.7% of men, 3.3% of women). The highest levels of dependence were identified in men between the ages of 25-34 (16.8%), and women aged 16-24 (9.8%) (PANSI, 2012).


Pregnancy and drinking

The Chief Medical Officers’ guideline is that women who are pregnant or planning a pregnancy are advised not to drink alcohol at all, to keep risks to the baby at a minimum.  Drinking in pregnancy can lead to long term harm to a baby.


Street drinking

Street drinking has been, and continues to be, a problem in Bedford Borough. Antisocial behaviour associated with street drinking has been recognised as a concern and problems identified include; health issues, litter, noise, urination and intimidation, all of which can have a detrimental impact to the quality of life for residents.


Street drinkers tend to drink high volume super strength alcohol that is cheap and accessible to buy. There are a large number of off-licenced premises on Midland Road most of which sell cheap, super strength alcohol sold in single cans. The profile of street drinkers in the area tend to include:


  • Entrenched dependant drinkers who tend to congregate around the town centre area (particularly Midland Road) and cause anti-social behaviour
  • Eastern European males grouping together to have a ‘social’ drink


Hospital admissions


During 2011-2014 there were 25 persons per 100,000 under 18 years admitted to hospital in Bedford where the primary diagnosis or any of the secondary diagnoses were an alcohol-specific condition, for example alcoholic liver disease or alcohol overdose. This is similar to the East of England region average and significantly better than national average as shown in Figure 1. It is worth noting that whilst numbers are low, individuals admitted are only counted once per financial year therefore the full extent of ‘frequent flyers’ may not be captured and data should be treated with caution as alcohol data may be underestimated in busy A&E departments


Figure 1- Alcohol specific hospital admissions - under 18s. Data sourced from Local Alcohol Profiles (LAPE) (2015)

In 2013/14 there were 293 adult alcohol specific hospital admissions per 100,000 in Bedford, which is similar to the East of England region average, and better than national average as shown as Figure 2. Bedford reported a slight increase from 2012/13 of 3 per 100,000.


Figure 2– Alcohol specific hospital admissions (persons). Source: data used from (LAPE) (2015)

In 2013/14 there were 1183 alcohol related hospital admissions per 100,000 in Bedford, which is worse than the East of England region average, yet better than national average as shown in Figure 2. Alcohol related (or attributable) admissions are alcohol specific conditions plus conditions that are caused by alcohol in some, but not all, cases, for example stomach cancer and unintentional injury. Bedford reported a slight increase from 2012/13 of 19 per 100,000.



Figure 3- Alcohol related hospital admissions (persons). Source: data used from LAPE (2015)

Mortality from chronic liver disease in Bedford Borough is the worst amongst the region, though similar to the national average at 12.9 persons per 100,000 in 2011-2013 with more males than females (19.2 persons versus 6.9 persons per 100,000) dying as a result.


Current activity and services


A communication action plan across Bedford Borough and Central Bedfordshire Council in is development in line with relevant national campaigns, with the aim to promote sensible drinking and increase footfall to the Don’t Bottle It Up (DBIU) website. This will coincide with all national campaigns related to alcohol for example Alcohol Awareness Week (November) and Dry January.


Don’t Bottle It Up (DBIU) Website www.dontbottleitup.org.uk

DBIU is an interactive website that enables users to work through an alcohol screening tool [AUDIT C], as well as access a range of information and advice regarding alcohol; users can find out how risky their drinking behaviours are, make a personalised plan to reduce their intake, find local support services as well as arrange to complete a six week follow up with an alcohol specialist via telephone. The website has been commissioned countywide along with Luton Borough and Central Bedfordshire Councils and officially launched on 9th February 2015 in Bedford Borough.


The findings show that the typical site user is a white British 35-45 year old female at increasing risk based on AUDIT C results. The cost-effectiveness of brief advice and alcohol intervention with those found to be at increasing or higher risk is variable however savings based on an estimate saving of £58,000 for every 1,000 people who receive Identification & Brief Advice (IBA) (Alcohol Concern, 2011) suggest that as of October 2015 DBIU intervention could have saved in the region of £6,612 within Bedford Borough alone.


CAN YP Bedfordshire

CAN YP (previously Plan B) Bedfordshire offers a range of support, information and advice to young people aged between 5 and 18 who use drugs and/or alcohol and also supports young people affected by someone else’s use.


CAN YP focus on the provision of information, education, advice and guidance on reducing harm and risk associated with substance misuse. Their sources of referrals come from social care, looked after children, CAMH, health, universal education, hostels, police and youth offending service.


Although alcohol is the most commonly used substance, it is the second most commonly cited problem substance for those young people entering treatment in Bedford Borough. The most commonly used substance at referral to CAN YP remains as cannabis. This could be for a number of reasons:


  • Professionals and young people not recognising that they can refer to CAN YP for alcohol support – there is a view that CAN YP is a drug agency.
  • Professionals and young people often regarding excessive alcohol intake as ‘normal behaviour’ and it is only when the alcohol intake becomes problematic or a drugs issue is identified, that concerns are raised


East London Foundation Trust (ELFT)

In 2015 ELFT was awarded the contract to deliver the Bedfordshire integrated drug and alcohol service, named ‘Path to Recovery (P2R)’. P2R deliver prevention and early intervention, as well as supporting effective recovery and reintegration for those in and beyond treatment. The service provides access to a full range of medical, psychological and social options from hubs in Dunstable and Bedford as well as from GP practices. P2R aims to support service users throughout their treatment journey with an emphasis on the individuals’ recovery from alcohol misuse, whilst acknowledging that some of this cohort will require stabilisation and consolidation in a number of areas before they are in a position whereby the can begin to move through the system.


ELFT are the prime service delivery vehicle in addressing the strategic priority groups identified through the work of the 2014 Bedfordshire Chief Executives’ Forum Solutions Group. These are:

  • Problematic drug and alcohol users
  • ‘Harmful at home’ drinkers
  • Vulnerable families and young people
  • ‘Binge drinkers’ and the night time economy

The P2R service provides in-reach support and assessment within Bedford Hospital Acute Trust. There is a care pathway for adults aged over 18 years who attend hospital in relation to an alcohol problem. If a young person is referred to P2R they will be automatically signposted to CAN YP however to date, the P2R service has received no referrals for young people. Alcohol Concern recommends that alcohol related attendances at emergency Accident and Emergency should always result in the opportunity to access harm reduction programme/support.



Nalmefene (trade name Selincro) is a medication available on prescription from GPs to people who are dependent on alcohol. Nalmefene should only be taken alongside ongoing support to change their behaviour to help them reduce their alcohol intake. Studies have demonstrated that Nalmefene alongside psychosocial support can reduce alcohol consumption by up to 61% at 6 months in patients with at least high drinking risk levels (NICE, 2014). Locally, the prescribing of Nalmofene to date is minimal.


Nalmefene is being recommended as a treatment for people with mild alcohol dependence who:

  • are still drinking more than 7.5 units per day (for men) and more than 5 units per day (for women) 2 weeks after an initial assessment and;
  • do not have physical withdrawal symptoms and;
  • do not need to either stop drinking straight away or stop drinking completely


Alcohol Services in the Community (ASC)

Funded by Bedfordshire’s Police and Crime Commissioner, the project is working with partner agencies to help tackle alcohol related ASB within the area. With a focus on education and prevention, the ASC service provides:

  • Drop in and outreach visits to known areas where street drinkers are known to hang out and supporting people into appropriate services
  • Interactive workshops for client groups e.g. in hostels, supported housing and shelters
  • Brief intervention work – meeting with individual clients to address alcohol use, either in community settings or at home
  • Providing information and advice at community events and free alcohol awareness training for professionals


Responsible sales of alcohol

Trading Standards and Bedfordshire Police continue to work in partnership in undertaking intelligence-led, seasonal and targeted test purchasing to check that under age persons are not easily accessing alcohol at licensed premises and in supporting the overall objective of reducing the supply of alcohol to those under age in Bedford Borough. In 2014/2015, 48 test purchases were conducted at On and Off Licenced premises. 6 £90 Fixed Penalty Notices were issued by Bedfordshire Police for the period 1st April 2014 and 31st March 2015. Other failures were dealt with by way of warning letter and further test purchases. Additionally 10 businesses that had previously failed test purchases attended an accredited training session delivered by Trading Standards. Two premises which failed more than one test purchases in this period were subject to Licence Reviews submitted by Trading Standards, one of which voluntarily surrendered their alcohol licence, the other of which had their licence revoked upon a hearing in front of Licensing Committee.

Pre-loading, especially combined with on premise drinking, is associated with heavier consumption and related adverse outcomes. Pre-loading can lead to people being drunk in residential areas prior to going out and resulting in antisocial behaviour. Licensed premises in Bedford Borough town centre are soon to be provided with a calibrated alcohol breath test screening device which can be used with relevant customers at the point of entry, to measure their levels of intoxication. The device will help reduce the impact of drunkenness and offending within the night time economy and discourage people from pre-loading before entering the town centre.


Local views


Children and young people

Results from the drug and alcohol survey conducted in Bedford Borough schools found 82% of those aged 11-14 reported that they never, or rarely (once or twice a year) drink alcohol and 4% reported drinking once a week or more. Amongst those who drink, 33% of pupils reported they get alcohol from parents/carer.

In children aged 7-11 years when asked about the effects of alcohol, more children associated drinking alcohol with negative experiences then positive. Reassuringly, 82% of children aged 7-11 would turn to their parent or carer for help and advice about alcohol.

Following on from the school surveys, Bedford Borough’s Early Help team are about to embark on further research into the attitudes and behaviours of secondary school students relating to drug and alcohol use. The aim is to carry out these surveys directly with students in each of the secondary schools in the Borough using electronic tablets during school lunch breaks. This will be followed by focus groups with some young people to drill down further in particular areas that emerge from the survey findings.

Street drinking

There has been, and will continue to be regular patrols of Midland Road and surrounding area and Police Community Support Officers (PCSOs) are working with businesses to tackle some of the hotspots identified. Three additional cameras have been added to the area to improve CCTV coverage. During Jan-Sept 2015, Bedfordshire Police issued 76 street drinking warnings, 6 tickets have been issued and 1 arrest made. Work that is undertaken to enforce the problem can result in displacement, whereby drinkers move to more covert and less safe places to drink. In November 2015, there was only 1 incident of street drinking reported across Bedford Borough, which is a reduction of 7 from the previous month, and the lowest figure since street drinking was identified as a priority.


Street drinking is most commonly reported on weekdays with much lower reporting at weekends. It is anticipated some residents may not be aware of, or be affected by, street drinking during normal working hours as they may be away from their residence, whilst business premises are more likely to see evidence of street drinking during these periods. A short questionnaire based on street drinking was completed by 21 consenting business premises on Midland Road on in March 2015. In addition, 120 community impact day questionnaires were also completed by residents in and around Midland Road on in March 2015, which included questions specifically around street drinking. The results of both surveys suggest that that street drinking is under reported and that the police incident data alone will not give an adequate picture of the issue.


A multi-agency approach to this issue is being taken to develop routes out for street drinkers. Bedfordshire Police in partnership with other organisations repeated a street drinking engagement event at The Salvation Army on Monday 16th November to explore how agencies can better support street drinkers to access relevant services. Twenty nine individuals attended and were given the opportunity to speak to someone and access a range of information, including support from housing and employment services. This event aims to be repeated at least annually.

National and local strategies (current best practice)

The 2012 Government‘s Alcohol Strategy sets out proposals to clampdown on the 'binge drinking' culture; reduce alcohol fuelled violence and disorder and reduce the number of people drinking to damaging levels. The strategy includes commitments to:

  • Introduce a minimum unit price for alcohol which will target the cheapest products and help reduce drinking in those who drink the most
  • Consult on a ban on the sale of multi-buy alcohol discounting
  • Introduce stronger powers for local areas to control the density of licensed premises, including making the impact on health a consideration for this
  • Pilot innovative sobriety schemes to challenge alcohol-related offending


Promoting sensible drinking and increasing the number of people receiving effective and timely support for alcohol related problems is one of the priorities identified in the Bedford Borough Health and Wellbeing strategy.


The Bedford Borough Alcohol Steering Group is responsible for overseeing the implementation of the Bedford Borough Alcohol Strategy and informs and oversees a detailed local action plan. The group monitors progress and performance against milestones and ensures remedial action plans are in place to rectify deviations.


They also identify and mitigate any risk to the delivery of the Alcohol Action Plan, and monitor national and regional developments with regards to policy and service developments within the alcohol agenda and implement when applicable in Bedford Borough. The group has representatives from:

  • Public Health Bedford Borough Council (BBC)
  • Community Safety Partnership Bedford Borough Council (BBC)
  • Licensing Bedford Borough Council (BBC)
  • Trading Standards Bedford Borough Council (BBC)
  • Bedfordshire Police
  • ELFT
  • CAN YP
  • Alcohol Services for the Community
  • Bedfordshire Clinical Commissioning Group (BCCG)
  • Children and Adult Services
  • Bedfordshire Probation
  • Bedfordshire Fire and Rescue Service
  • Local residents associations


Following prioritisation by the multidisciplinary Bedford Borough Alcohol Steering Group, the following actions were agreed as priorities:


Steps being taken:

Increase understanding about the importance of sensible drinking

·         Implementation of an alcohol screening, advice, intervention and referral website ‘Don’t Bottle It Up’

·         Community Alcohol Liaison Service (CALS) workers [now named P2R] present in community hubs and GP practices

·         Development of a communication action plan across Bedford Borough and Central Bedfordshire in line with relevant national campaigns

·         School surveys completed with key stage 3,4 and 5 pupils

·         Continued promotion of sensible drinking within Making Every Contact Count (MECC) training

·         NHS Health Check delivery staff provided with AUDIT C screening resources

To ensure traders in the ‘Area of Concern’ sell alcohol responsibly and reduce the sale of super-strength alcohol

·         Four recommendations were submitted for the Statement of Licensing Consultation, two of which were accepted to encourage off-licenses to;

-       voluntarily remove super strength alcohol

-       not to sell alcohol below the 50p per unit price

·         Completing test purchasing in on and off license premises

·         Continuing to explore alternative levers and review best practice elsewhere

To improve data capture for alcohol related crimes and incidents

·         Improve classification of Police incident reports to capture street drinking and youth alcohol related antisocial behaviour

·         Questionnaires developed and delivered to gather views of local residents and businesses

·         Encouraging local residents and businesses to report incidents and evidence of street drinking

To consider ‘routes out’ for street drinkers

·         Questionnaire developed and delivered to establish a local ‘street drinker’ profile

·         Considering safe places to move street drinkers to and exploring wet centre provision

·         Repeat street drinking engagement days at Salvation Army expand the range of support services present

What is this telling us?


It is important to take a holistic approach to tackling alcohol misuse in Bedford Borough to encompass all affected groups. The priority groups are identified as:

Children and young people:

  • Use school survey results to inform targeted work with the Early Help team
  • CAN YP to continue delivering school based educational sessions and support


Middle age and older drinkers:

  • Discuss alcohol intake with those aged 40-74 attending their NHS Health Check and signpost to the DBIU website and local support services
  • Local campaigns to focus on specific age groups and promote within workplace settings
  • Link alcohol into other Public Health plans and strategies


Street drinkers:

  • Continue to engage with businesses and residents in and around Midland Road to capture local views and improve data capture
  • Repeat street drinking engagement events at The Salvation Army to encourage access to support services


What are the key inequalities?

Age and alcohol

Liver disease is disproportionally affecting younger age groups; 1 in 10 deaths of people in their 40s are from liver disease and 90% of people who die are under 70 years old. There are three times as many deaths from alcoholic liver disease in the most deprived areas as in the least deprived. (National end of life care Intelligence Network, 2012).


There has been a marked increase in alcohol consumption by the middle and older age groups, with approximately a third of older people developing alcohol problems for the first time later in life. Although the exact reasons for this are unclear, there is likely to be a link with the ageing population and a greater number of people living alone with poor social support networks, leading to loneliness. Other reasons include diminished mobility, multiple bereavements, chronic pain, poor physical health and poor economic and social support networks.


Alcohol problems are less likely to be detected in older people as they are more likely to try and hide the problems through shame and embarrassment. It can also be difficult to distinguish the symptoms of alcohol problems in older people, from the symptoms caused by medical or psychiatric problems of ageing.


Gender and alcohol

Males are more likely to drink alcohol and drink larger quantities than females. Gender differences in body structure and chemistry cause women to metabolise alcohol differently hence the lower recommended alcohol guidelines for females.


Among men and women aged 16-64 years, those in professional and managerial households are most likely to have drunk alcohol in the previous week; those in semi-routine and routine occupations are the least likely. This is also true in the proportions drinking on 5 days or more in the previous week. Similarly, those working are more likely to drink and binge drink than those who are unemployed and economically inactive (Harker, 2010).


Socioeconomic status and alcohol

Compared to more affluent areas, those in the most deprived population are up to:


  • 3 times more likely to die from diseases where alcohol is a contributory factor
  • 5 times more likely to die from diseases caused only by alcohol and be admitted to hospital because of alcohol (PHE, 2014)


Children from higher income households in England appear to be at greater risk of some

types of adolescent alcohol problems and these risks appear different in girls compared to

boys. Childhood social advantage may not generally be associated with healthier behaviour in adolescence (Melotti et al, 2012).


Alcohol has an inverse social gradient meaning consumption increases as income rises and the proportion of people exceeding the sensible drinking guidelines also rises in line with income (Marmot, 2010). However, while people with lower socioeconomic status are more likely to abstain altogether, if they do consume alcohol they are likely to suffer greater harm from drinking than those from higher socioeconomic groups.


Alcohol also has clear links with poor mental health, including depression/anxiety and anger management issues as well as affecting behaviour. Key findings suggest those under the influence of alcohol are more likely to have unsafe sex and is associated with unwanted and teenage pregnancies.


Ethnicity and alcohol

Most minority ethnic groups have higher rates of abstinence, and lower levels of frequent and heavy drinking compared to the British population as a whole, and to people from white backgrounds. White adults are four times as likely as those from non-white ethnic groups to be frequent drinkers (ONS, 2013). However over time, generational differences may emerge and there is some research to show that patterns of drinking in second generation minority ethnic groups may start to resemble the drinking habits of the general population (Hurcombe et al, 2010)..


Drinking patterns vary both between and within minority ethnic groups.  For example:

  • Abstinence is high amongst South Asians, particularly those from Pakistani, Bangladeshi and Muslim backgrounds.  However Pakistani and Muslim men who do drink, do so more heavily than other non-white minority ethnic and religious groups.
  • People from mixed ethnic backgrounds are less likely to abstain and more likely to drink heavily compared to other non-white minority ethnic groups.
  • People from Indian, Chinese, Irish and Pakistani backgrounds on higher incomes tend to drink above recommended limits.
  • Frequent and heavy drinking has increased for Indian women and Chinese men.
  • Drinking among Sikh girls has increased, whilst second generation Sikh men drink less than first generations.


Other vulnerable groups

There is additional evidence to suggest that the following groups may be at higher risk of alcohol misuse:

  • Lesbian, gay and bisexual people – a number of small studies in the UK suggest that there are higher levels of alcohol misuse among this group of people (BMA, 2008).
  • Transgender people – the Department of Health (2007) recognises that the experiences of transgender people, particularly the younger population, can place them at risk of alcohol abuse, as well as depression, self-harm and substance abuse.
  • Short term prisoners – Brooker et al (2009) found that 44.4% of short term prisoners were at risk of alcohol abuse; this is five times greater than the percentage of people misusing alcohol within the general population.


 What are the unmet needs/service gaps?

The evidence suggests that minority ethnic groups are under-represented proportionately in seeking treatment and advice for drinking problems, although their rates of alcohol dependence are similar to those in the white population. 


A lack of awareness of what support and services are available is evident among some minority groups, particularly Muslim men and those on lower incomes.  There is also a reluctance to approach outside agencies across different minority ethnic communities which can lead to agencies underestimating need among different ethnic groups (Hurcombe et al, 2010).


Recommendations for consideration by organisations

  • Take a whole family approach when addressing alcohol misuse
  • Ensure alcohol education programmes complement the Personal, Social, Health, Education (PSHE) provided in schools and other education settings and is tailored for different age groups
  • Improve links with BME communities and older people to ensure mainstream alcohol services are culturally competent for both individuals and organisations
  • Use a range of media channels to convey consistent and relevant messages
  • Drive the public to the DBIU website http://www.dontbottleitup.org.uk/ to raise awareness of excess drinking
  • Provide targeted support to patients regularly attending A&E and Primary Care for alcohol related issues


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