Getting the drink message across (From Bradford Telegraph and Argus)

Getting the drink message across

8:15am Tuesday 29th March 2011 in Health Features By Helen Mead

It is clear to see the health effects of drinking on adults.

It is well-known that heavy drinking over the years poses a risk for certain cancers, particularly oral and liver, and raised blood pressure, which can in turn lead to heart disease.

While they don’t manifest themselves as clearly through serious health problems, the effects of underage drinking can be as damaging.

Teenage drinking not only has an effect upon a developing body, it brings with it a host of associated problems such as drink-driving and anti-social behaviour. It also leads to adult dependence.

West Yorkshire Trading Standards Service has the responsibility of enforcing legislation in relation to underage sales of tobacco, alcohol, fireworks, knives, solvents and spray paints. Issues surrounding the supply and use of products are tackled in a number of ways, with emphasis on enforcement and education.

One project based in the Royds area of Bradford is gaining many plaudits and it is hoped it can be repeated in other parts of the district.

Funded by Bradford Council’s Bradford South Area Committee, the campaign aims to highlight the health and community impacts of illegal sales of age-restricted products in an area where issues have arisen involving nuisance behaviour that has links to underage drinking and solvent abuse It focuses on alcohol and tobacco, but also examines the wider issues of anti-social behaviour and personal health and safety. It involves test purchasing at outlets in the area, training for shopkeepers, and workshops delivered in settings including schools and youth groups.

‘Responsible retailer’ training sessions keep shopkeepers up to speed with legislation and train them in conflict management.

Suzanne Kitchen, education and community engagement officer with West Yorkshire Trading Standards Service, visits primary and secondary schools and youth groups, delivering interactive sessions.

“We talk about alcohol and the law surrounding it,” she says, “We look at how old you have to be to buy it, and the health aspects of it.”

One of the activities involves wearing special ‘beer goggles’ – special glasses which simulate how you would feel having drunk too much. “It gives them the feeling of disorientation. They have to play a game of skittles, and then I ask them to imagine what it might be like to cross a road,” explains Suzanne. “We want it to be fun, but deliver a serious message.”

The session – which also includes quizzes and a film – aims to nurture understanding, sensible decision-making and a sense of responsibility.

It also helps pupils cope with peer and media pressure, as well as helping with self-awareness and self-esteem.

More than 1,500 young people have been involved, and feedback them and from teaching staff has been positive.

The project involves working with a number of partners, including Education Bradford, West Yorkshire Police, and Bradford Council.

Guidance is issued to shopkeepers, and test purchases – made by sending a child into the premises to buy alcohol – have been carried out at 24 premises. Five illegal sales took place, but after being formally cautioned, revisits resulted in refusals, so no legal action was taken.

Michelle Clarke, of the Prince’s Trust XL Club, based at Buttershaw Youth Centre, says: “The students fully engaged in the sessions. They looked at the unit value of drinks, and the risks they are putting themselves under. Now they can make informed choices.”

The British Medical Association published a report in 2009 highlighting concerns about teenage alcohol abuse.

Under The Influence advised that not only was there a general rise in the proportion of 11 to 15-year-olds who drink alcohol regularly, but also that there is an increase in the amount they are drinking. Alcohol Concern also suggests that a third more 11 to 15-year-olds are drinking regularly.

Councillor Valerie Slater (Lab, Royds) says: “It is an initiative to which the three ward councillors allocated extra funds, as we felt it was becoming an issue within the area.

“We had received complaints about young people buying alcohol in the area. It was a combination of educating young people, working with retailers and carrying out test purchases.

“Alcohol misuse among young people is a worrying issue, with the impact it can have on health and behaviour. We are hoping to work with health authorities to tackle this before it becomes a greater problem.”

Funding is in place to deliver the project across Kirklees. Adds Suzanne: “If we could secure more, we would love to expand across the whole of Bradford.”