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Alcohol consumption (and harm) is at an all time high.

75% of weekend hospital admissions
75% of problem drinkers are employed
Up to 50% of reported assaults
Up to 50% of all serious road crashes

Alcohol Risk Factor Ltd is an independent, privately owned business with a mission to:
Increase awareness of alcohol and enable everyone to make informed, risked based decisions about their consumption.The Alcohol Risk Factor Team

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Why now?
Everything is in place to cause social and public health melt down. Statistics state:

25% of the drinking population drink hazardously. Thats 1/4 of people you know.
One in thirteen uk adults are dependent or addicted to alcohol. That's classed as alcoholic which has no known cure. This is a serious, progressive, damaging and potentially life threatening condition if neglected. 1/13 of your familiar circle.
75% of problem drinkers are employed. That's your colleagues, people around you who you interact with who have drink problems.

Couple statistics like this with our new economy, rates of unemployment and levels of stress and there is an obvious recipe for worse statistics yet. Culture change will take time as it did with smoking and still is with healthy eating and sexual health.

Our approach

Our core competency is alcohol awareness.

Founded by Alan Williams B.Sc. (Hons) M.P.H. the products of this business are evidence based and have been professionally developed to work with any audience aged 15 upwards.

Our customers
The types of customers we predominantly work with and supply products to include:
Primary Care Trusts, Local Authorities, Larger employers, Emergency services, Education authorities, Universities, Charities, Regional and local action teams. Basically, anyone improving alcohol awareness with audiences upwards of 500 people is where we serve best.

"I'm sure these resources can make a significant contribution to raising awareness of this serious issue."
Strategic Director, Children and Young People. Local Authority, Wales

Existing customers claim that this resource is,
“ …refreshing, interesting, stimulating and above all, beneficial!”

The Stupid Line

The stupid line is a concept that has been clinically researched and proven to be effective when communicating the level of risk associated with an individual's consumption. The 'stupid line' is the concept that there is a level of consumption which is safe, enjoyable and sociable. beyond the 'stupid line' is where the risks to the individual are hazardous, unpleasant and antisocial.

It's much simpler than the complex unit system.

More and more it has become acceptable in british society to get drunk, behave antisocially, or even criminally and blame 'being drunk'.
Where is the line? The 'stupid line'
stumbling into the path of an oncoming car, waking your neighbours, waking your family, falling over, ripping your clothes, injuring yourself, losing your keys, losing your cash card or wallet, arguing with a friend, arguing with a stranger, getting into a fight, assaulting someone, being physically or sexually assaulted, abusing a police officer, abusing a nurse, getting accused of rape, losing your job, crashing your car, losing your family, becoming alcoholic, causing someone to die?

The harm caused by alcohol can't be blamed on the alcohol it's self. Alcohol doesnt argue, alcohol doesnt break windows, alcohol doesn't start fights.

Culture change

"If you don't like something change it; if you can't change it, change the way you think about it."
Mary Engelbreit

"It is not necessary to change.  Survival is not mandatory."
W. Edwards Deming 

"Our only security is our ability to change." 
John Lilly

Changing culture
Nothing will change without a circle back in drinking culture. Culture change takes time. It will take years of constant communication, measurement and feedback before the patterns change. There have already been changes in the industry. The changes so far have for the majority been self regulated by the drinks industry and their steering committees. Units arent published on drinks because the drinks industry wants it. This is a step that has been taken to reduce compulsory regulations being enforced by the government. That may still happen yet.

We believe what most people will respond to a holistic solution to changing drinking culture. The sort that will integrate easily and show results quickly by picking off the low hanging fruit and also addressing the next generation at the right point in their education.