A new ‘Spot of Lunch’ campaign launches in Barnsley today highlighting alcohol as a cause of breast cancer, as figures show more than 60 per cent of UK women are unaware of breast cancer risks associated with alcohol*.
Barnsley Council launches the campaign in partnership with the Yorkshire and the Humber Alcohol Alliance across TV, online and Facebook in a bid to help women make more informed choices on their alcohol consumption.
Latest figures show one in seven UK females will be diagnosed with breast cancer in their lifetime, and nearly a quarter of cases (23 per cent) are preventable. Any level of regular drinking increases the risks with estimates showing that drinking two units a day causes one extra woman out of every 50 to develop breast cancer. Rates of alcohol-related breast cancer are higher across Yorkshire and the Humber when compared to the average for England.
People across Barnsley are being encouraged to visit the campaign website at www.reducemyrisk.tv/ for facts and myths, real stories and tips to reduce drinking, including taking more drink free days with the One You Drink Free Days app.
Julia Burrows, Director of Public Health for Barnsley Council, said: “Breast cancer is the most common cancer in the UK. There are some risk factors you can’t change, like ageing and family history, but you can reduce the risk by changing and limiting alcohol intake.
“The evidence is clear that the risk of developing breast cancer increases the more we regularly drink alcohol. A really good way to reduce drinking is to try and have some drink free days each week. This gives your body a chance to recover and stops drinking becoming part of the daily routine.”
Cllr Jim Andrews, Barnsley Council Cabinet Spokesperson for Public Health, said: “Like tobacco, alcohol causes cancer and with breast cancer, evidence is clear there is no ‘safe’ level of drinking. Even relatively low levels of regular alcohol consumption can increase the risk.
“This is not about scaremongering but raising awareness of a risk women have a right to know about. It’s only by making people more aware that they can make informed choices.”
Featuring a thought-provoking ‘Spot of Lunch’ TV advert, the four-week campaign aims to further increase awareness, helping people in Yorkshire and the Humber keep their risks low by encouraging them to drink within the recommended guidelines of 14 units of alcohol per week for both men and women. The campaign film shows a woman enjoying lunch and a glass of wine with her partner when she spills some of the drink on her top. The stain changes to show a growing tumour on her breast to highlight alcohol as a cause of breast cancer.
For further information on the campaign go to www.reducemyrisk.tv/.
This news is linked to Town Spirit, our new way of working better together. We believe, that if everyone in Barnsley does just one thing, we can make our borough a more welcoming place to live, work, invest and visit.
#LiveIt helps us to support the most vulnerable people, making sure they can access support at the earliest possible stage. #OwnIt by keeping your own and your family's health at its best, asking for support when you need it and looking out for your friends and neighbours.