Researchers have found a promising strategy to help people reduce their alcohol consumption: emphasizing the heightened cancer risk associated with drinking, alongside a suggestion to count each drink consumed. This combination of reasons for cutting back and practical methods appears to be effective for improving public health, as noted in a 2021 study.
Excessive alcohol intake is linked to a variety of health issues—not just cancer. It can contribute to premature death, heart disease, digestive problems, and even a greater likelihood of developing dementia.
“We discovered that providing information about alcohol’s connection to cancer, along with the practical step of counting drinks, led drinkers to lower their alcohol intake,” noted Simone Pettigrew, an economist and psychologist from The George Institute for Global Health, upon announcing the findings.
In the study, participants completed three surveys: the initial one was filled out by 7,995 individuals, then 4,588 responded to a follow-up three weeks later, and 2,687 completed the final survey three weeks after that.
The participants were divided into groups and exposed to various messages regarding drinking. Among these, a TV advertisement linking alcohol to cancer, paired with a recommendation to count drinks, stood out as particularly effective in prompting individuals to reduce their alcohol consumption.
This specific messaging was the only combination that resulted in a significant decrease in alcohol intake over six weeks. Other strategies, like encouraging participants to set a drinking limit, did inspire some attempts to drink less but were not as effective overall.
“Many people might not realize that alcohol is a carcinogen,” Pettigrew stated. “It’s crucial for drinkers to have access to this information. However, simply telling them it causes cancer isn’t sufficient; we also need to provide actionable steps to help mitigate their risks.”
Alcohol is estimated to be a factor in around 7 percent of premature deaths globally, according to the World Health Organization. Raising awareness of alcohol’s health risks is one avenue for addressing this issue.
While efforts to make alcohol less accessible and more costly have been explored by health organizations, ultimately, individual choices will play a key role in any long-term behavioral changes related to alcohol consumption.
This study involved participants that were described as “broadly demographically representative of the Australian drinking public,” which means this approach may not universally apply, but counting drinks could be a method worth trying if someone is looking to reduce their intake.
“With limited resources for alcohol harm-reduction campaigns, it’s vital to identify the messages that resonate best to enhance their effectiveness,” Pettigrew remarked.
The findings were published in Addictive Behaviors.
