Reducing stigma – a major aim of the Drink Wise, Age Well programme

Tuesday, February 27, 2018

Drink Wise Age WellAs you may be aware, the number of people in the UK aged 50 plus experiencing alcohol related harm is increasing.

The reasons for this are complex, but one of the main barriers to older adults getting help is the stigma around alcohol use – particularly with this age group.

Reducing stigma is major aim of the Drink Wise, Age Well programme, so we are mounting a UK-wide campaign in a bid to generate a better understanding of the life transitions that can lead some older adults to drink more and ultimately prompt the family, friends, partners and peers of older drinkers to reach out and offer help.

The main element of the campaign is a short online film called ‘Vintage Street’

Shot in the style of a nature documentary, ‘Vintage Street’, takes a look at four characters as they grapple with key life transitions that can trigger harmful drinking. In the UK it is estimated that approximately one in three older adults with an alcohol problem develop it later in life often for changes we will all go through, so retirement, bereavement and “empty-nest” all feature in the film.

Stigma is a massive issue that requires a massive response, so we are asking everyone we know to get behind the campaign using their own networks.

You can view the film directly from our website

Join the conversation on social media using #VintageStreet