Student body cuts ties with Drinkaware.ie

25 November 2013 13:57

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Student body cuts ties with Drinkaware.ie

The union had been concerned about Drinkaware.ie’s ties to the alcohol industry, and the organisation's “deafening silence” in relation to campaigning during Arthur’s Day, it said.

USI President Joe O’Connor told independent.ie the decision to quit partnership with Drinkaware.ie had been building “for some time”.

The motion was passed without objection at USI National Council in the Dublin Institute of Technology on November 9.

He said DrinkAware’s campaign to “drink responsibly” is not effective and it is a “normaliser” for drinking, he said.

“Encouraging students to drink responsibly is still an encouragement for students to drink- regardless of how it’s qualified.”

“The Arthurs Day festival by Diageo further deepened our concerns regarding the credibility of Drinkaware’s alcohol awareness campaign,” Mr O'Connor said.

DrinkAware.ie was set up in 2006 by the Moderate Enjoyment of Alcohol group, an industry-funded body.

“USI will develop a student alcohol awareness campaign independently through working with other bodies that are not funded by a self-regulating drinks industry,” a USI spokesperson said.

Meanwhile, Meas/DrinkAware’s CEO Fionnuala Sheehan said: “We constantly review and research the effectiveness of our communications strategy.”

“For example, independent nationwide research conducted by Millward Brown for us in January 2013 found that drinkaware.ie is perceived as the leading organisation promoting “drinking in moderation” and is significantly ahead of, for example, the HSE and its sponsored websites.”

“Over 90pc of those aware of drinkaware.ie said this brand should be used more widely, while 81pc said “it is effective without pointing the finger”.”

Source: independent.ie

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