Tag: communications

The time has come to maximise the many strengths of a natural economic region that has been frustrated by tolling for over 50 years, Secretary of State for Wales Alun Cairns will say today when he delivers a speech on his vision for the “Western Powerhouse” concept at the Policy Forum Wales seminar in Newport.

Speaking to an audience of leaders from local government, education, private and academic sectors from both sides of the Severn Estuary, the Welsh Secretary will lay down the gauntlet and challenge the experts to come forward with their ideas on how to bolster existing relationships and develop new partnerships across the nations.

At the end of 2018, one of the greatest economic barriers to Wales’ prosperity will be consigned to history when the UK Government removes the tolls to use the Severn Crossings.

Companies on both sides of the border are already benefitting from the removal of VAT on the tolls in January.

When the tolls are abolished completely, the UK Government wants to see businesses pool their expertise to deliver the ideas and projects that will not only benefit the cities of Swansea, Cardiff, Newport, Bristol and Bath but the wider South Wales and South West England regions as well.

Opening the Policy Forum for Wales seminar, Alun Cairns will say:

The cities on the western side of the UK are individually strong, but collectively, we are not strong enough.

We need to light the blue touch paper and make a real step change to the way businesses, people and industry from the cities and towns from both sides of the Severn work together when the tolls are removed.

And I’m not talking about one city taking the lead, but a collection of cities, of communities, of businesses, sufficiently close to each other that, combined, they can take on the world.

Able to provide jobs and opportunities to the many people who live in or are looking to invest in this region.

So we need to seize the opportunity to create an ecomomic region on the Western side of the UK that can compete with the Northern Powerhouse, the Midlands Engine and with the economy of the South East.

He will also lay down the challenge to business leaders to come forward with ideas on how the ‘Western Powerhouse’ can become a reality.

He will say;

This is not a marketing campaign or a one-off event. It’s got to be a serious, long-term strategy to make this part of the UK greater than the sum of its parts.

For far too long, the physical barrier of the Severn tolls have prevented businesses and people in Wales and the South West from working together in a way that they could have been.

Whilst differences to our own cross-border region exist, it is clear that we can learn lessons and benefit from each others’ experience.

This has got to be driven by you, the experts. It’s got to be about your attitude and about your ideas.

A YouGov poll has found that one in five of UK adults are drinking above the Chief Medical Officer’s low risk drinking guidelines and more than two thirds of these say they would find cutting down on their drinking harder to do than one or more other lifestyle changes – improving their diet, exercising more, or reducing their smoking, if they were smokers.

Working together for the first time, Public Health England and alcohol education charity Drinkaware are today (10 September 2018) jointly launching a new campaign ‘Drink Free Days’ to help people cut down on the amount of alcohol they are regularly drinking.

The campaign will be encouraging middle-aged drinkers to use the tactic of taking more days off from drinking as a way of reducing their health risks from alcohol.

The more alcohol people drink , the greater their risk of developing a number of serious potentially life limiting health conditions, such as high blood pressure and heart disease, as well as 7 types of cancer.

Regular drinking also increases the amount of calories consumed and can contribute to weight gain and obesity.
Evidence from behavioural science suggests that simple and easy ways of helping people to change their behaviour are the most effective, which is why Drinkaware and PHE have chosen to focus on Drink Free Days.

Pre-campaign research also found that the concept resonated strongly with people and was seen as clear to follow, positive and achievable.

Duncan Selbie, Chief Executive at Public Health England, said:

Many of us enjoy a drink – but whether it’s a few in the pub after work a couple of times a week, some beers on the sofa watching the football or regular wine with our dinner – it’s all too easy to let our drinking creep up on us.

While the link with liver disease is well known, many people are not aware that alcohol can cause numerous other serious health problems, such as high blood pressure, heart disease as well as several cancers. It’s also an easy way to pile on the pounds.

About 10 million people in England are drinking in ways that increases the risks and many are struggling to cut down. Setting yourself a target of having more drink free days every week is an easy way to drink less and reduce the risks to your health.

Commenting, Drinkaware Chief Executive Elaine Hindal said:

The more you drink, the greater the risk to your health. It’s really that simple.

But an increasing number of people, particularly middle aged drinkers, are drinking in ways that are putting them at risk of serious and potentially life limiting conditions such as heart disease, liver disease and some types of cancer.

That’s where this campaign comes in and we’re delighted to be joining forces with Public Health England for the first time to help give people that knowledge.

Having a few drink free days each week, will help reduce the risks to your health and improve your wellbeing.

This new partnership between Public Health England and Drinkaware is a fresh and bold step in our work to reduce alcohol harm. PHE’s One You digital platform has a strong track record on encouraging behaviour change; Drinkaware is an independent educational charity with an extensive reach to the key audiences. Working together to help communicate the message that having drink free days will reduce the risks to your health is the first move in what we hope will be a long term partnership.

Former England and Liverpool footballer John Barnes is supporting the campaign which will be providing people with a range of tools and resources to help them cut back and make better choices about their drinking.

John said:

This is an important campaign highlighting how many of us don’t realise that we are drinking in ways that could be harming our health and how we are struggling to moderate.

A beer here and a glass of wine there might not seem like much but the units can add up and so too can the health risks.

Having a few more days a week that are drink free is a great way of taking control of our drinking and making healthier choices for the future which is why I am supporting this fantastic campaign.

A dedicated website provides all the information, resources and apps to help support people, including the One You Drink Free Days app and Drinkaware’s Drink Compare Calculator.

Background

YouGov Survey

All figures, unless otherwise stated, are from YouGov. YouGov interviewed 8,906 UK adults aged 18 to 85 online between 14 May and 5 June 2018. This included a subset of 1,847 adults who drank over 14 units in the last week. Data has been weighted to be representative of the UK adult population according to gender, age, social grade and region.

Proportion of adults drinking above the lower risk guidelines

Research shows that middle-aged drinkers are more likely to be drinking more (above the 14 units lower risk guidelines) than the general population: Adult Survey for England 2016 – Adult Health Trends (table 10).

Campaign evaluation

PHE and Drinkaware will separately undertake full independent evaluations and peer review processes.

The public health burden of alcohol

Evidence review: this PHE review looks at the impact of alcohol on the public health and the effectiveness of alcohol control policies.

Alcohol consumption: advice on low risk drinking

UK Chief Medical Officer’s guidelines on how to keep health risks from drinking alcohol to a low level.

Drink Free Days app

The Drink Free Days app is a simple and easy way to track the days you drink alcohol and the days you don’t.

One You

Launched in March 2016, One You from Public Health England is the first nationwide programme to support adults in making simple changes that can have a huge influence on their health, could help prevent diseases such as type 2 diabetes, cancer and heart disease and reduce risk of suffering a stroke or living with dementia, disability and frailty in later life. It aims to inform, energise and engage millions of adults, especially those in the 40 to 60 ‘middle-aged’ group, to make changes to improve their own health by eating well, moving more, drinking less and quitting smoking. One You also provides information on free health checks and how people can reduce their stress levels and sleep better.

About Drinkaware

Drinkaware is an independent charity which aims to reduce alcohol-related harm by helping people make better choices about their drinking. We achieve this by providing impartial, evidence based information, advice and practical resources; raising awareness of alcohol and its harms, and working collaboratively with partners..Follow them on Twitter @drinkaware.

About PHE

Public Health England exists to protect and improve the nation’s health and wellbeing, and reduce health inequalities. We do this through world-leading science, knowledge and intelligence, advocacy, partnerships and providing specialist public health services. We are an executive agency of the Department of Health and Social Care, and a distinct organisation with operational autonomy. We provide government, local government, the NHS, Parliament, industry and the public with evidence-based professional, scientific expertise and support. Follow us on Twitter: @PHE_uk and Facebook: www.facebook.com/PublicHealthEngland.