‘Goggle-box’ inspired roadshow to visit Rochdale and highlight damage alcohol advertising has on children

‘Goggle-box’ inspired roadshow to visit Rochdale and highlight damage alcohol advertising has on children

A ‘Goggle-box’ styled VW campervan will visit Rochdale this half term to raise awareness among residents about the harm caused by day-time alcohol adverts seen by kids.

The roadshow has been organised by Manchester-based social enterprise Healthier Futures on behalf of Greater Manchester local authorities who want to address the impact of alcohol marketing and advertising on children, and will visit nine locations across the region.

The latest figures for Rochdale show that alcohol led to 132 deaths (2014) and cost the local economy, including the NHS, £90 million (2013). Alcohol advertising is seen as a key tactic of the alcohol industry to promote their products to a wide audience. With limited restrictions on advertising, children are often exposed to the adverts.

Councillor Janet Emsley, Rochdale Borough Council’s cabinet member for culture, health and wellbeing, said: “Children are constantly being bombarded with alcohol marketing and unhealthy lifestyle messages on television which could cause them to pick up these unhealthy behaviours later in life and start them on a road to serious ill health. This is irresponsible and unacceptable. Protecting the health and wellbeing of our residents is something that we take very seriously and we are keen to do everything we can to support them to live longer, healthier and happier lives. Currently half of all alcohol adverts on TV are screened before 9pm. We’re calling on Government ministers to take action and move all alcohol adverts to after the 9pm watershed.”

Healthier Futures CEO, Andrea Crossfield, said: “The more advertising children see, the younger they start drinking and the heavier they drink. From a poll conducted last year we know that most people already agree a 9pm watershed, before which alcohol adverts could not be screened on TV, is a good idea. We wanted an opportunity to raise awareness of this issue and encourage conversation with the public about the issue.”

The roadshow forms part of the wider ‘See What Sam Sees’ campaign based on an online video depicting Sam’s journey through a typical day, and the amount of alcohol advertising he is confronted with. To view the film follow the link See What Sam Sees Film.

Young people from across Greater Manchester took part in a series of See What Sam Sees activities in their colleges and youth groups last winter, where they urged MPs to address the issue of how alcohol advertising influences young people’s attitudes and behaviour.

The specially adapted VW camper van will welcome passers-by at Rochdale Market on Saturday 29 October, 10:00am-12:00pm for a cuppa during which they will see alcohol ads typically viewed during daytime hours, especially during popular sporting events. Viewers will be able to comment on what they’ve seen and about the issue of alcohol advertising in general.