The Health Service Executive in Ireland has launched a new alcohol awareness campaign aimed at delaying the age at which young people start to drink. The campaign features a TV advert depicting a number of young people in situations where they are exposed to and gain access to alcohol. The aim of the campaign is to increase awareness in adults about the extent of underage drinking, the ease of access which young people have to alcohol and the benefits in delaying the age at which young people start to drink.

The campaign has been launched as preliminary results of research carried out by the HSE reveal that:

91% of adults agree that underage drinking is a problem in Ireland today

50% of those questioned believe there is nothing they can do to stop young people from drinking alcohol

Just 15% believed their own drinking habits influence the drinking habits of young people around them

81% of those questioned believe that it’s easy for under 18’s to access alcohol in pubs and off licences

Just 40% of those questioned would drink less if they thought it would discourage young people around them from drinking alcohol.

Mary Wallace TD, Minister for Health Promotion and Food Safety said, “We need to take responsibility both collectively and individually on the need to protect children and young people from the harms caused by alcohol misuse. I intend focusing on alcohol policy as a priority in my new role as Minister for Health Promotion.”

The HSE has made available a number of alcohol awareness booklets to help parents discuss the issue of alcohol with their teenagers and assist adults in reflecting on their own alcohol use.