Ireland Takes Action on Alcohol and Cancer

Abstract

Background and context: The 2006 EU strategy to reduce alcohol-related harm focuses on protecting young people and children; preventing alcohol-related harm in adults; raising awareness of the impact of harmful alcohol consumption. Ireland is the first EU country to develop alcohol legislation with a focus on cancer control. The Irish Public Health Alcohol Bill (PHAB) aims to reduce alcohol harm. Each year in Ireland > 900 new cancer cases are attributed to alcohol. < 20% of people are aware of the link between alcohol and breast cancer. It was timely the theme for 2017 European Awareness Week on Alcohol Related Harm (20-24th Nov) was “Alcohol and Cancer”. Aim: Capitalising on the theme, Ireland's National Cancer Control Program partnered with the Health Service Alcohol Program for “Action on Alcohol” a national public campaign to - raise awareness of the link between alcohol and cancer - call the public to action, to assess alcohol intake using the drinks calculator on askaboutalcohol.ie - enhance support for the PHAB Strategy/Tactics: Overarching message: “Drinking alcohol increases your risk of developing cancer. Drink less to reduce the risk”. Each day a target audience and message was identified: Monday: Women – 1 in 8 breast cancers are caused by alcohol Tuesday: Youth – drinking less in your teens and 20s can reduce your risk of developing cancer in later life Wednesday: Men – drinking less cancer reduce your risk of developing mouth, head and neck cancer. Thursday: LGBT – drinking less can reduce your risk of developing 7 types of cancer Program/Policy process: Statutory bodies, NGOs and charities were briefed and supplied with partner packs containing key messages, social assets, supporting research and planned campaign activity: - Press release to local and national media and health service staff - Local radio interviews with spokespeople (cancer expert and target audience expert) - National radio advertisement highlighted link between alcohol and breast cancer - Articles in print and online media - Social media campaign. Outcomes: - askaboutalcohol.ie received 35,855 page views (highest in 2 week period) 1,157 direct Web site visits, 427 completed drinks calculator (previous fortnight 409 visits, 58 completed drinks calculator) - > 25k people read “6 alcohol-related health risks everyone in their 20s should know about”, 38% completed drinks calculator - 9 Facebook posts had 109,852 views - National TV program invited spokesperson for interview - National and local newspapers coverage. In the period after campaign the PHAB passed through the next stage of legislation process with an amendment nominated by senators to add cancer warning labels to alcohol products.What was learned: - Clear division of target audiences and themes provided varied content with a consistent message - Partner pack empowered partners to deliver messages - Allow time for structured collaboration and communication with partners in advance.