How to talk about alcohol

The How to talk about alcohol toolkit was created by FrameWorks UK as part of a project commissioned by Alcohol Change UK, with research led by the Institute for Social Marketing and Health (ISMH) at the University of Stirling.

We need a new way of talking about alcohol which broadens understanding of the many ways alcohol causes harm. A story which highlights the actions of big alcohol companies and how they relentlessly push a product that damages people’s health and wellbeing. A story which can build a movement for change.

This toolkit sets out how we can tell this more powerful story about the negative impact of alcohol in our lives to build understanding, support, and action to reduce harm and improve health and wellbeing. It is for anyone who wants to tell this new story and reduce the harm that alcohol causes in our society.

The toolkit sets out 6 recommendations for how to talk about alcohol, with practical guidance and examples for each:

1. Show there are a range of health and wellbeing effects from alcohol
2. Invoke a sense that people aren’t being told the whole truth about alcohol
3. Explain the powerful role of advertising and marketing
4. Use a ‘centre stage’ metaphor to explain how alcohol is promoted in our lives
5. Talk about concrete solutions
6. Leave some things unsaid