Despite being the most aware region in the UK of alcohol’s link to cancer, people in the North East still struggle to talk openly about their drinking—highlighting an urgent need to break the stigma and support healthier choices.
00:00Just 1 in 10 people in the North East feel comfortable discussing their drinking habits, even though we're the most aware region in the UK that alcohol is a known cause of cancer.
00:11During Cancer Prevention Action Week, new research from the World Cancer Research Fund revealed that 56% of adults in the North East recognise the link between alcohol and cancer, compared to just 42% across the UK, when presented with a list of over 10 risk factors.
00:28Despite this heightened awareness, a stigma around alcohol use persists, and many people may feel embarrassed to seek support or openly discuss the risks.
00:37The World Cancer Research Fund is calling for a national conversation, highlighting that alcohol is linked to seven different types of cancer and encouraging open dialogue to reduce harm.
00:48Fresh In Balance is a regional programme dedicated to reducing the harm from tobacco and alcohol here in the North East.
00:54They have over 35 years of combined experience delivering award-winning programmes and collaborating with a wide range of partners from local to international levels.
01:04They've seen that over decades, the North East has suffered the highest rates of smoking and alcohol harm in England.
01:10Well, I think here at Balance, we try really hard to raise awareness of alcohol's harms.
01:14So we run quite regular campaigns highlighting the links between alcohol and cancer.
01:19So from our perspective, I think those kind of more positive statistics when it comes to those awareness rates are really welcome.
01:25However, I think, you know, there's still a lot of work to be done when it comes to breaking down the stigma, perhaps, of talking about alcohol.
01:32And, you know, I think people, particularly in recovery, for example, don't particularly always like speaking about alcohol.
01:38So I think the more that we can do to raise awareness of of those issues and try and support people who do suffer from challenges associated with alcohol, the better it will be.
01:46Yeah. In the North East, we suffer sadly from the highest rates of alcohol related deaths of any English region.
01:52So it's reached record levels as well since the pandemic.
01:55That means about 700 people within the region die every year from causes that are specifically linked to alcohol.
02:03However, many, many more people in the region will die from illnesses in which alcohol is a factor.
02:08So, for example, we know that alcohol causes at least seven different types of cancer.
02:13It's a factor in around four percent of cancer cases annually within the UK.
02:17So that equates around 17,000 cases of cancer every year.
02:20And it's too many people who are getting ill as a result of drinking alcohol.
02:25Every year, Balance runs a public perception survey.
02:28And what we have found is around half the people in the North East are drinking above those lowest guidelines of 14 units per week.
02:35I think there's a really low awareness of the guidelines anyway.
02:38These were brought out back in 2016 and there hasn't been a national campaign to really get those guidelines across.
02:43So I think, you know, for many people, they are in the dark about the harms that alcohol can cause.
02:47And, you know, we're not telling people not to drink alcohol, but I think having that awareness and trying to make those better choices about drinking and perhaps drinking within those recommended low risk guidelines is a better way to be in the future.
