Stockton Borough Councils Community Safety Team's award winning Think B4 U Drink campaign is asking men at work to recognise the potential dangers of regular 'weekday' drinking.
"Guys picture this; you're at work, tired, slightly grumpy and no amount of painkillers can stop that ache in your head. You start to think those 'coupla drinks' last night weren't such a good idea. You take time out to visit a good friend, the toilet. A poster catches your eye; you grin look closer and start to think. . ."
The 'Men at Work' poster campaign at a glance resembles a familiar and comforting companion to many, 'The Pint'. However a closer look reveals the darker and less glamorous side to regular drinking including the important facts and information that unfortunately many men fail to realise. Data from 'The Office for National Statistics' report that over half of men in households with a gross weekly income of over £200 have had a drink in the previous week, and 32% had drunk more than four units on at least one day'. With statistics like this, along with the increase of reported alcohol related deaths amongst men, it is evident that men are potentially at risk to alcohol related problems. By displaying posters around the men's toilets it not only disseminates health awareness within the workforce, but can be used as evidence in support of employers encouraging a healthy lifestyle.
The bold Pint glasses may look alluring and thirst quenching, but the accompanied finger drawn faces depict a more sinister story, issues of, anger, impotence and lethargy are just three drinking traits the campaign seeks to address through its tactical imagery. Snappy statements complementing the images familiarise the audience with typical behavioural perceptions associated with drinking, for example, 'Coupla pints a night can't do any harm?' suggests a naïve approach, 'What you looking at?!' plays upon anger and aggression and 'Oh. This has never happened to me before' implies ignorance and shock towards alcohol related bodily dysfunctions. The posters highlight the hard hitting statistics and facts that are linked with alcohol consumption i.e. 50% of violent crime is alcohol related' and 'low sperm count can be a result of too much alcohol'. The posters in addition to creating awareness endeavour to educate men by explaining the correct daily unit guidelines of 3 to 4 units a day.
Scott Lloyd, Health Improvement Specialist, From Stockton-on-Tees Teaching Primary Care Trust said, "Attention towards Binge drinking on a weekend is very heated, however what people may fail to realise is the potential health dangers of weekday drinking even if it is 'just a few'. The workplace therefore has enormous potential for raising awareness and in turn, improving health"
With its classy mix of serious messages and comical images, 'Men at Work' will be hitting the workplace this April, so go on, ask yourself, 'Have I got a drink problem?'
For more information regarding this campaign or Think B4 U Drink please contact:
Heather Hutchings
Community Safety Officer
Development & Neighbourhood Services
Stockton Borough Council
Email: Heather.Hutchings@stockton.gov.uk