Derek Lewis, chairman of the independent charity, said: 'Drinking in the home can lull us into a false sense of security because we simply fail to take note of the amount we consume. But the reality is that many people are unwittingly at risk from the long-term health problems associated with drinking too much alcohol.
'With this campaign, we're encouraging everyone to use the evidence of the cans and bottles in their recycling bins to gauge whether or not they're overdoing it. We hope this new approach to an old problem will alert many people to the risks involved with their current alcohol consumption,' he added.
The campaign, created by specialist agency Public Life, invites consumers to reflect on their own alcohol intake in relation to the government's recommended unit guidelines. It will run in selected UK cities, with provocative advertising on display in train stations, on bus sides and at outdoor locations.
The initiative coincides with new research, commissioned by Drinkaware, which found that one in six people worry about the amount they drink based on the number of drinks bottles they recycle, and drink more at home than in pubs, bars and restaurants. A YouGov survey in June found that 81% of the public are still unaware of the recommended unit guidelines.
To coincide with the launch of the campaign, Drinkaware has revamped its , which now offers clinician-reviewed health fact sheets, lifestyle features and an improved drinks diary and units calculator.
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