Health Promotion Campaign on Alcohol Consumption - Research Paper Example

Running head: HEALTH PROMOTION Health Promotion Campaign on Alcohol Consumption in the United Kingdom You’re Alcoholism has been a heavy problem within the UK since the beginning of 2003, and quite possibly beyond this date. The main goal of the Health Campaign is to teach people how to limit their intake of alcohol consumption or to refrain from consuming alcoholic beverages altogether. The research will show that there are many educational means that are utilized to encourage healthier lifestyles for those with have an ongoing or recurring problem with alcohol, within the country. Awareness of the health risks for those who binge drink is one of the main priorities ongoing within the Campaign. What is hoped is that by bringing better awareness about the affects of alcohol, it will demystify the false ideas that are associated with drinking, specifically with young people who later can turn to alcoholics without intervention. The main point of fact that this research plans to develop and discuss is how beneficial the program actual is in the country. The central discussion is focused on approaches that draw in an entire community in order to prevent binge drinking turning into the disease of alcoholism. Some issues that are centered in this research are relative to underage drinking; prevention strategies, school-based prevention for the youth, curriculum related programs, prevention through alternative activities, skills building, family focused prevention, alcohol or other drug (AOD) public policy strategies, the minimum drinking age requirements, the availability or accessibility to minors, and as was stated, community-based prevention. The conclusion of the research will testify that as long as there are programs that can offer support and services to assist people with problems related to alcohol or other addictive behaviors then there is hope to improve upon life and bring back a decent quality of life for people suffering with addictions such as this. Health Promotion Campaign on Alcohol Consumption in the United Kingdom Introduction The Health Promotion Campaign came into existence to try and minimize the ongoing problems associated with alcoholism and binge drinking among adults as well as the youth population within the United Kingdom. One of the central themes of the campaign since its origination has been to demonstrate an understanding in society that clearly shows in order to help people and ones self there has to first be acknowledgement of why there is an alcohol problem to begin with. Also, in order to bring about positive health changes within a society there has to exist an acceptance from those with an alcohol problem that they do have an adverse situation associated with alcohol they are dealing with. In order to be truly effective there has to be a rationale for alcoholism and binge drinking occurring. If the problem isn’t known, then the program can never be totally effective. What is Alcoholism and Binge Drinking Alcoholism is a primary, chronic disease with genetic, psychological, and environmental factors influencing its development and manifestations. This disease is often progressive and fatal. It is characterized by continuous or periodic: impaired control over drinking, preoccupation with the drug alcohol, use of alcohol despite adverse consequences, and distortions in thinking, most notably denial (Alcoholics Anonymous Reviews 2006). The original Health Promotions campaign dealt heavily with the economic, social, and health factors of individuals at risk due to binge drinking and in fact the newer campaign has carried on this old initiatives but now with a more inclusive fashion to bring in all the adverse health and social problems that can arise due to this problem. For instance there is more awareness being given of how the effects of drinking on the major organs of the body are cumulative and are evident after continuous heavy drinking over 5 to 30 years, most notably affected are the central nervous system and the liver. Liver cirrhosis as a result from alcohol abuse is one of the ten leading causes of death in the United Kingdom (Alcoholics Anonymous Reviews 2006). The rising problem of alcoholism through binge drinking in our society is growing very fast, effecting young and old. This can only lead to a culmination of early death or individuals who are suffering with serious disease due to this disorder. Again, the old campaign and this newer model have always had the aim to try and minimize this and encourage activities in life that show responsibility which improves health not complicates it. The Health Promotion Campaign also advocates for whatever steps are necessary to help people recover from an addiction to alcohol. The Campaign clearly emphasizes that early identification and treatment of alcoholism is the best way to prevent alcohol from ruining an individual’s life. The most important action an alcoholic can take is to admit that they have a problem. A very crucial part of recovery is recognizing alcoholism itself as the problem needing attention, instead of being secondary to another underlying problem. Alcoholics may need to check into a detox center if really bad, because the withdrawals can be very intense. Withdrawal reactions can include a high fever, loss of appetite, nausea, uncontrollable shaking, hallucinations, and possible coma or death (Nace 1987, p.145). Those who work with the campaign hate to see individuals suffer but at the same time their aims are to correct the addictions and this takes hard work and a lot of pain at times. It is better to stop the progression now than to wait until it has already ruined someone’s life. Background on the Health Campaign Within the UK, the intervention group known as Alcoholic’s Anonymous works within the new framework of the Health Campaign, in an attempt to effectively minimize the disease of alcoholism. In 2006, the campaign launched a new awareness program to highlight the adversities associative with binge drinking. This has been heavily implemented in regions of England, Ireland, Scotland, and Wales (Alcoholics Anonymous Reviews 2006). This new idea in the campaign focuses on the interactions of people who go to pubs, various nightlife clubs, and other businesses that sell alcoholic beverages. They want to enlighten people to the fact that they do not have to have alcohol to have a good time. Furthermore, they want to ensure that those who do start making a positive effort to reduce their alcohol consumption carry their new-founded ideas over into the communities so that stronger intervention can be established, especially with underage drinkers and those just turning 21 years of age. The Health Promotion Campaign is adamant in this new philosophy and has been working hard with Alcoholic’s Anonymous to get the point across in various ways. They are doing this through passing out leaflets, beer mats, and also through utilizing means to chart individuals’ progress on minimizing their alcohol consumption. There are also various ways in which the agency determines what accounts for binge drinking. For instance, for men they state a binge drinking session is usually 10 units while for women it is around 7 units. A spokeswoman for the Health Promotion Campaign stated, “Often drinkers pack their drinking into a few sessions at the weekend, unaware of the damage this is doing to their health” (Alcoholic’s Anonymous Reviews 2006). This is ultimately where the dangers come in and it is something that the Campaign is trying to change. The Campaign is also working along side the NHS to promote more health awareness, not just awareness about binge drinking. They want to make it clear to the general public that drinking excessively is promoting very negative behavior patterns for the individual and those that they associate with as well. Not only this but this type of drinking style leads to diseases associative with: liver damage, heart problems, cancer, brain trauma, and pancreatic disorders. Representatives of the campaign also stress that binge drinking can be related to depression, high anxiety disorders, weight gain, the body’s inability to ward off infectious disease, and people also have a lower libido. The fact is many people in society who drink often are not aware of all these issues that are caused through alcohol consumption so the campaign feels that by having started a new phase in the framework there will be noticeable differences in the communities as well. The Department of Health in the UK is also involved with the Campaigns plans to diminish alcohol consumption among young women in particular. This is due to the fact that the research that the DOH has gained is showing that the younger women in England and Wales are out drinking many of the men and this simply does not bode well for the gender health wise or socially either (Tober et al 2005, pg. 180). The Government of the UK itself has developed a strategy titled, “Alcohol Harm Reduction Strategy” but the problem is the funding for this is extremely limited. Therefore, programs such as the Health Campaign, Alcoholics Anonymous, the Department of Health, and charity organizations such as Alcohol Concern have been producing postcards to send across the country to various health organizations explaining the need for more funding to combat alcoholism and to bring more awareness to the people of the country on how deadly it is and what it really does to the body. It can only be hoped that this will make a difference because with how the condition currently stands, many young women are at risk of becoming binge drinkers or outright alcoholics before to long (M2 Presswire 2005). Evidence of Need for the Campaign There is an abundance of evidence for the need of the Campaign in the UK. While it is abundantly clear that there is a growing problem with young women becoming binge drinkers, and not to mention 1 in every four adults in Britain being binge drinkers, there is an even greater problem with the youth and their habit forming ways with alcohol consumption (Hope 2004, pg. 18). Within Europe, Britain is one of the hardest hit areas for teenage binge drinking. It is way there is such a great need for the Health promotion campaign there. Research gathered is defining girls as being much more probable to become a binge drinking statistic than the boys themselves are. This is leading to massive health problems in this population group and the Health Promotion Campaign is striving to reverse these statistics and improve upon the health of the young people through awareness programs, extracurricular activities, and other intervention venues (Hope 2004, pg. 18). Last year, the record showed that 29% of teenage girls were already in a class of binge drinkers and were having to be treated for cirrhosis of the liver, a disease that does not ordinarily strike until later in middle age. This gives high cause for the need of a Campaign to minimize the adversities that are being promoted through alcohol consumption in Britain alone (Dale 2006, pg. 12). The Campaign wants to stress to kids that their behaviors can turn to the disease of alcoholism but they can not do this unless the funding that is needed is there. This evidence should give rise and make public officials in health departments realize that kids are going to die are suffer with illnesses due to alcohol consumption if they don’t allow room for Campaigns such as this one to work effectively in the communities and specifically with adolescents (Firth 2004). Models Utilized in the Health Promotion Campaign The models within the Health Promotion Campaign such as ‘The Drink to Oblivion Approach’ are being utilized heavily now and also are greatly varied. They stem from marketing campaigns to health campaigns in order to try and bring improved awareness to all population groups in the UK concerning the health risks and social risks that are associative with binge drinking. The main health model is focusing more on what alcohol consumption does to the body and it is geared towards the youth population since there is an obvious epidemic going on in this group at the current time (Taylor & Casey 2001, pg. 10). The mass media model in the campaign is one way that is being used to spread more knowledge about alcohol consumption to the youth. Some models are clearly emphasizing how alcohol has a direct toxic affect on young people’s body’s and places them in a sedative type of state (Hanson & Bracht 1991, pg. 111). These educational media programs also define how failure to take care of nutritional and other physical needs during prolonged periods of excessive drinking may further complicate matters. Advanced cases often require hospitalization. The NHS picks up where educational media programs leave off and delves deeper in explaining the effects of binge drinking on major organ systems as being cumulative and including a wide range of digestive-system disorders such as ulcers, inflammation of the pancreas, and cirrhosis of the liver. The central and peripheral nervous systems can be permanently damaged (Wolburg 2006, pg. 176). Blackouts, hallucinations, and extreme tremors may occur. The latter symptoms are involved in the most serious alcohol withdrawal syndrome, delirium tremens, which can prove fatal despite prompt treatment. This is in contrast to withdrawal from narcotic drugs such as heroin, which, although distressing, rarely results in death. Eventually, physical addiction occurs, definitively leading to around the clock drinking in order to avoid the withdrawal symptoms (Wolburg 2006, pg. 176). The Lifestyle Reduction Risk model is one of the most relied upon in the Health Promotion Campaign and it has been being used for a good period of time now with quite remarkable results (Yanovitzky & Stryker 2001, pg. 218). This model focuses on the many risks that are associated with alcohol and binge drinking. It utilizes a realistic framework when educational seminars are carried out to bring a stronger comprehension on the exact repercussions of alcohol towards individual health. It would seem the main goal of this model is to reach out to the communities more fluidly than the other models do. There is a difference in engaging the community and then only having intervention in a facility. Sometimes to get the point about alcohol across it takes more initiative on the organizations parts if they want to see an improvement in the overall health of individuals who have drinking problems. This model also discusses the adversities that develop in the societal and economical atmosphere when a lack of action is evident. There has to be action in order to appropriately minimize binge drinking among people in the communities. This could be something relative to a rise in coronary heart disease or over all deteriorating health and rising health costs as a result of the lifestyle activities taking place (Farooqi et al 2000, pg. 293). When the problem with alcohol cannot be solved completely, a model such as this one can be established to help reduce the risk factors that contribute to chronic disease. The impact of lifestyle behaviors can be felt by rising health care costs higher absenteeism, disability, lower productivity and other costs. By predicting the impact of these behaviors, providing strategic planning, and integrating health management participation the risk factors can be lowered in many areas (Harrington 2006). The need for research-based health education tools, health risks assessments and lifestyles changes need to occur in order to provide the necessary modifications to accommodate a healthier lifestyle for people in the various communities in the UK and other nearby regions. The Lifestyle risks model can only do so much as it takes a lot of effort from other organizations to make a true difference. The causes and influences of binge drinking in the UK are numerous. To adequately influence a person to change their behavior, they must first develop a desire to improve their individual health and it must be established, along with the personal value of how good health is defined (Farooqi et al 2000, pg. 295). If this can’t be done then there really isn’t any model in the Health Promotion Campaign that is going to make a difference. An area such as this produces poor health and unhealthy lifestyles which do stunt the states economical growth. Furthermore, another discovered stimulus is the skyrocketing cost of prescription drugs, and the lack of health insurance. Binge drinking contributes to all of these problems and many more on an economical note. In order to see if differences have been made following implementation of the Lifestyle Risk Model, health assessments, and health risk appraisals are two popular measurements that can be made to determine when the risk factors have been reduced. This assessment will provide an individual with an evaluation of health risks and a means of reducing those risks. With 80 percent of the population participating, at least at some level, in a program for three years, the risks and costs can be reduced dramatically. If 70 percent of the population were at a low risk, this would indicate a degree of success. A health risk appraisal profile may be completed at a community health fair. Again, these ways are the most efficient ones to determine if the Campaign and the models being utilized are meeting the goals that they have established. Preventing Binge Drinking Among the Youth There are many goals of the various organizations that work with the Health Promotion Campaign but as was stated earlier its highest goal is to attempt to curtail binge drinking among underage teenagers and then those entering into Universities. To understand this it has to be included why it happens in the first place, which is something the campaign has worked hard to pinpoint. Firstly, people can believe that one of the hardest things in growing up is going through the peer pressure received through high school. It is one of the hardest things we all have to overcome, and nobody feels this pressure harder from their friends than teens. You have to ask yourself, who doesnt want to feel like they belong. This plays a great role in understanding why 80% of teenagers drink by the time they finish high school (Bender 2006, pg. 9). In 2005 alone, a survey carried out found that 33.2% of 10th graders, and 47% of seniors were drinking alcohol habitually. The evidence definitely speaks for itself on heavy the problem is in the UK, specifically among the youth. To be "popular" in a time where you probably dont even know yourself can cause you to do things that arent often right. Research has conclusively found that adolescent’s initial experimentations in binge drinking with other peers are heavily influenced by the need to belong. They feel like by doing something like this they are going to be looked at as cool and find a niche to fill. An unhealthy lifestyle like this is what the Campaign is trying to prevent before it is too late and the truth is the best place to start is with the young people because once into adulthood they are not as open to change (Bender 2006, pg. 9). Certainly the main point that this evidence concludes here is that drinking among the youth appears to be a form of conformity, which is defined as "a change in a persons behavior or opinions as a result of real or imagined pressure from a person or group” (Bender 2006, pg. 9). This is obviously not the only reason that teenagers drink alcohol. Many other aspects must be considered like parental guidance, stress, depression or it may even be a hereditary problem. Out of these listed, the most important is definitely parental guidance. Parents have the responsibility and duty to raise there children in a manner where they will respect others and themselves. Before a child could be taught in school, they must learn in there homes the risks and adversities faced with drinking alcohol. Correct values should properly be instilled within the child by the time he or she begins kindergarten. If mom and dad can set the proper example early, then the child will be equipped with valuable tools in conquering negative influences. The Campaign works to try and help parents discuss these issues with their children to avoid alcohol addiction in their lives. They do this by basically making specific points, some which have been fluidly discussed previously in this research. Four of these points that are utilized in the campaign for alcohol awareness intervention are as follows: Prevention Programs have to target all areas of alcohol abuse Prevention Programs should encourage parental support in the campaign to refrain children and college students from binge drinking Community Programs should also implement media campaigns Schools should play an active role as an outreach facility and gain access to all communities for proper community intervention The Overview of Complications the Campaign has pinpointed In finality this research has been carried out to show what is being done to try and minimize binge drinking and the disease of alcoholism in the UK through the Health Promotion Campaign and other organizations such as Alcoholics Anonymous. The evidence that has been given shows that Men and women who misuse alcohol have different reactions to alcohol. The campaign has recommended that men drink only 28 units a week, while women are recommended 21 units a week (Preddy 2001, pg. 11). For underage the recommended amount does not apply because they should not be drinking alcohol to begin with. Women absorb alcohol at a faster pace than men. Furthermore, women can develop a dependency on alcohol faster than men. Both can form the following chronic problems, but men are more at risk for them: stomach disorders, depression, sexual problems, high blood pressure, brain damage, muscle disease, damage to the brain, liver diseases, mouth or throat cancer, and possible diabetic concerns. Symptoms of chronic alcohol use for men are lost potency and desire, testicles shrinking, decreased penis size, loss of sperm count, less body (Strom 2004, pg. 87). Women, especially younger, have a higher chance of liver disease. Women with chronic drinking problems can experience brain impairment at a decreased rate of consumption, compared to men. Weight gain is also a factor for both men and women, since alcohol consists of empty calories. Women also face an alcohol related concern when planning a family (Strom 2004, pg. 88). Fetal alcohol syndrome can develop if a woman and her partner both drink and she becomes pregnant. The Campaign wants to reduce and diminish all of these types of adversities by preventing binge drinking altogether or at least providing services to help individuals gradually withdrawal from it. All of the aforementioned relates to the detrimental effects of alcoholism on the mind and body, consequently, each of those negative effects discussed, will eventually begin to reap havoc on a persons psyche. Demonstrating how the emotional effects of alcoholism can be detrimental to a persons emotional health and well - being can be practically understood. Excessive alcohol abuse or alcoholism can lead to damaging consequences, affecting a persons mind, body, and ultimately, his or her emotional health. Effects on the physical body related to alcoholism lead to consequences resulting in certain damage to a persons entire sense of emotional welfare. Some damaging emotional consequences of alcoholism can be varied in nature; however, specifically, heavy drinking can lead to feelings of being ashamed of ones actions after a drinking binge, feelings of regret due to an unclear recollection of events that followed a severe drinking episode, or embarrassment for words stated or behaviors displayed while under the influence of alcohol and in a drunken state (Bermin & Shagrin 2003, pg. 77). Another area that the Campaign is trying to provide assistance to through awareness and other intervention programs is with how damaging the effects of alcoholism are on the emotional state of mind and well - being due to alcohol abuse leading to more violent acts or arguments while under the influence. There is some proof that being under the influence may cause a heightened over-sensitivity to other peoples actions, words, or reactions; therefore, causing the alcohol abuser to react inappropriately or violently to perhaps, an otherwise uncomplicated situation (Bermin & Shagrin 2003, pg. 77). Furthermore, these actions may lead to unnecessary arguments, verbal abuse, or violent confrontations. Situations that may have been easily managed or dealt with in a sober and reasonable state of mind instead can turn into regretful, embarrassing, or even harmful events. Prolonged episodes of this damaging nature and continued alcohol abuse can lead to a depressed state of mind and moreover, suicidal tendencies. Suicide is a serious risk factor in alcoholics, especially in older males. As abovementioned, there is substantial proof that alcoholism can affect the brain by damaging brain tissue and enlarging the ventricles. In addition, alcohol hinders normal responses. It can also have the opposite effect, in acting as a sedative in people. Emotionally and physically, alcoholism can damage the mind, body and emotional spirit, this research has unquestionably given evidence to effectively validate this point. Conclusion To conclude it is obvious that the Health Promotion Campaign is doing all it can to bring a better awareness to the people of how serious the affects of alcohol are on the body. They are attempting to make certain people realize that binge drinking is a form of alcoholism and they are destroying their health and ultimately their bodies by engaging in the activities that they are. They are trying to make changes in various ways and through a multitude of models to get their point across to the public. However it is up to the individuals to make the choice not to continue in their behaviors. The main point is that withdrawing from drinking is considerably hard as it is a severe addiction that has been proven to lead to dependency just as someone who smokes cigarettes is addicted to the nicotine. There is always pain associated with attempting to limit alcohol intake while gradually refraining from drinking at all but it is best to have some withdrawal pain than to suffer and die an early death from an alcohol related illness such as cirrhosis of the liver or heart disease. Drinking is not healthy period and as the campaign is critically defining, it does not pay in the long run so the best decision is to find some other form of recreation to entertain oneself because alcohol consumption at a high level is simply not the answer. References Alcoholics Anonymous Reviews. (2006). Campaign Launched to Highlight Binge Drinking Harm. Retrieved September 26, 2006 from the World Wide Web: http://www.aa-uk.org.uk/alcoholics-anonymous-reviews/2006/03/campaign-launched-to-highlight-binge.html Bender, Eve. (2006). Trends in Teen Drinking, Smoking Continue on a Gradual Decline. American Psychiatric Association 41, 9. Bermin, Oscar & Shagrin, Marlene. (2003). Impairments of Brain and Behavior. Journal of Alcohol and Health 11, 77. Bracht, N & Hanson, B. S. (1991). Early Experiences from the Kirseberg Public Health Project. Health Promotion International 6, 111-119. Casey, John & Taylor, David. (2001). Getting as P**** as a Soccer Star. London: The Evening Standard. Dale, Kunkel. (2006). Effects of Showing Risk in Beer Commercials to Young Drinkers. Journal of Broadcasting and Electronic Media, 11, 18. Farooqi, Azhar & Nagra, Davinder & Edgar, Tony & Khunti, Kamlesh. (2000). Attitudes to Lifestyle Risk Factors for Coronary Heart Disease: A Focus Group Study. Family Practice 17, 293-297. Firth, Maxine. (2004). 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(2001). Mass Media, Social Norms, and Health Promotion Efforts. Journal of Communication Research 28, 208-239. Wolburg, Joyce. (2006). How Responsible are ‘Responsible’ Drinking Campaigns for Preventing Alcohol Abuse? Journal of Consumer Marketing 22, 176-177. Read More