‘Drink Less Enjoy More’ is a campaign primarily aimed at 18 – 30 year olds and warns that they risk having their night out cut short as bar staff may refuse to serve them.
The initiative had run in Liverpool since 2015, and in 2017 Public Health teams across Wirral, Sefton, Knowsley, Halton, Warrington, St Helens, Cheshire West and Chester and Cheshire East rolled it out.
The aim of the campaign was to encourage young people to cut back on how much they drink at home before going out – so-called ‘pre-loading’ - as well as how much they consume when visiting bars, pubs and clubs.
Drunkenness can have immediate health consequences such as alcohol poisoning, and can contribute to sexual violence, accidents and violent crimes. It places a large burden on health, police and other public services.
A Drink Less Enjoy More communication programme was rolled out using radio, digital and outdoor advertising near shops, pubs and bars, with posters and other literature displayed in bars.
The initiative aimed to raise awareness of the 2003 Licensing Act, which states it is illegal to:
- Buy alcohol for someone who is clearly drunk
- For bar staff to serve someone who is clearly drunk
Both offences are punishable with a fine of up to £1,000 and premises found to be serving people who are clearly drunk are also at risk of being stripped of their licence – but local research shows only half of people are aware of the law. An informational video has been produced to promote vigilance amongst bar staff in relation to sales of alcohol to drunks.The video provides:
1. Clarity about the law and consequences to the bar, it's bar staff and customers should they break it
2. Motivation for compliance ( i.e. it can be done as the Liverpool results indicate)
3. Advice as to how refusal should be refused with minimal escalation of problems
The video can be viewed here: http://ow.ly/5KEE30fzcDs
An evaluation report has been created for the whole of Cheshire & Merseyside as well as separate reports for Sefton and Wirral: