02.05.2012

See What Sam Sees

The Newcastle upon Tyne Hospitals NHS Foundation Trust  is supporting the re-launch of Balance’s successful ‘See What Sam Sees’ campaign, calling for more to be done to protect children and young people from alcohol marketing.

Balance’s ‘See What Sam Sees’ campaign once again invites North Easterners to take a child's eye view and witness the way the alcohol industry is bombarding young people with ads which make drinkers appear popular, successful and attractive. You can watch the campaign video here.

The campaign urges North Easterners to visit http://epetitions.direct.gov.uk/petitions/21586 and sign a Balance petition which calls out for regulations to:

• Prevent alcohol ads from targeting children and young people
• Prevent alcohol ads from being shown on TV and in the cinema for under 18 certificate films
• Prevent alcohol marketing from being shown through social networking sites
• Prevent alcohol sponsorship of sporting and youth events.

More than 4,000 North Easterners have already signed the Balance petition to restrict alcohol marketing, which is proven to encourage alcohol consumption at an earlier age and in greater quantities.

Colin Shevills, Director of Balance said: "Our children are brought up in a world where drinking at an early age and consuming large quantities is viewed as 'normal' or 'acceptable' and alcohol advertising and marketing plays a central role in this. We need to stop the alcohol industry from recruiting its next generation of drinkers and exposing young people to £800m worth of marketing a year."

“Although the Government’s Alcohol Strategy aims to ‘turn the tide’ against binge drinking, it is weak on a clear strategy around the marketing and promotion of alcohol. Our concern is that it will remain effectively self regulatory. This is why we need to call on Government for change.”

“Here in the North East we have the highest rate of alcohol specific hospital admissions for under 18s in England and the highest rate of 11-15 year olds who admit to drinking alcohol. More than half of 15-year-olds who have drunk alcohol have also experienced negative consequences including smoking, taking drugs and unprotected sex. This needs to change and we are encouraging parents, families and people across the North East to show their support.”

For further information visit www.balancenortheast.co.uk