The charity’s chairman, Derek Lewis, said: “Drinking in the home can lull us into a false sense of security because we simply fail to take note of the amount we consume. But the reality is that many people are unwittingly at risk from the long-term health problems associated with drinking too much alcohol.
“With this campaign, we’re encouraging everyone to use the evidence of the cans and bottles in their recycling bins to gauge whether or not they’re overdoing it. We hope this new approach to an old problem will alert many people to the risks involved with their current alcohol consumption.”
The £1 million pound campaign – with the strapline “Alcohol: how much is too much?” will run in selected cities with “provocative” advertising in train stations, on bus sides and in outdoor locations.
Dr Michael Wilks, president of the Standing Committee of European Doctors, welcomed the campaign. He said: “There is a tipping point – if you’re regularly drinking 35-50 units a week then you’re at risk of irreversible damage to your health and chronic disease.
“Our advice is simple: stick to the Government’s recommended unit guidelines of two to three units a day for women and three to four units a day for men and you can still enjoy drinking without putting your health at risk.”
Drinkaware has relaunched its website, drinkaware.co.uk, which now offers clinician-reviewed health fact sheets, lifestyle features, an improved drinks diary and units calculator.