The Drinkaware organisational strategy 2023-2025 has gone public today (Wednesday 1 February 2023) with new chief executive Karen Tyrell leading the campaign.
The drive aims to “give governments, industry, communities and individuals the knowledge and support to make informed decisions about alcohol and how to reduce the harm it can cause”.
Tyrell, who gave The Morning Advertiser an exclusive interview available to read here, said of the new strategy: “We believe we have a shared responsibility for the culture of the society we want to live in.”
Scale of change
She continued: “The world around us matters. As such, real partnership is vital to achieve the scale of change that we want to make.
“Working together with the alcohol industry, Government, researchers, academics, charities and others will allow us to make tangible change to the UK’s drinking culture so more people can lead healthy, happy lives.”
The campaign has five goals, which include working in partnerships to reduce alcohol harm, becoming a leading voice to stand up for those affected by alcohol harm and give information and support to those who need it.
Trusted expert
Its other goals are to become a trusted expert in research and generating insight and to become a great a place to work with a sustainable income.
The strategy runs until December 2025 with a check on progress and explore whether the external environment has made any changes necessary in 2024 and added it will reach out to its stakeholders for their insight in developing this.
In early 2023, Drinkaware will begin to develop its Theory of Change. This will define how what it does is expected to lead to the change it wants to see.
