Most of us have a complex relationship with alcohol. Whilst drinking can sometimes bring us pleasure, if we’re honest with ourselves, alcohol can often end up playing a more central role in our lives than we’d like, exacerbating all sorts of problems with our physical and mental wellbeing.
The good news is that few of our drinking behaviours are set in stone, which means, of course, they can be changed for the better. Our key behaviour change offering is Dry January, aimed at helping adults who drink at or above increasing risk levels to try a month without alcohol with a view to taking control of their drinking (whatever that means to them) for the longer term.
Dry January continues to grow in popularity each year, as increasing numbers of us recognise the benefits of taking a break from drinking. However, we are acutely aware that maximising behaviour change requires an offer from us that is not merely attractive but also inclusive.
Despite the growing success of Dry January, registered participants are predominantly white, female, educated and from higher income groups. Therefore, whilst our Dry January offer is reaching its intended audience of increasing risk drinkers, they are less likely to encompass the diverse communities that Alcohol Change UK aims to serve, especially those who are marginalised or less often heard.
We’re therefore commissioning a research project that will help us to better understand the barriers to particular groups taking part in the Dry January experience and, more broadly, attempting to make positive changes to their drinking; and how these barriers can be overcome. We’re pleased to have appointed M.E.L. Research, one of the UK's leading Social Research and Behavioural Insights consultancies, to undertake this project. It will begin immediately and take around seven months to complete.
