Leading questionsJean Collingwood, chief executive, Drinkaware Trust
What is the aim of the Drinkaware Trust?
To positively change the UK drinking culture and minimise and reduce alcohol-related harm.
What challenges do you face?
The biggest challenge is getting Britain's drinkers to take stock of their own attitudes toward alcohol, encouraging them to be more personally responsible. This needs a large-scale cultural shift because of the unique relationship Britain has with alcohol, which for centuries has been a major part of our lives and part of our societal DNA.
Why is the work of the trust important?
The long-term harm caused by alcohol misuse is significant, so our work in educating consumers is very important.
Do you think there is an alcohol crisis?
Sensationalism in the media is not helpful, simply because most of the public would struggle to identify what constitutes binge drinking. Young people, in particular, seem to be associated with the "crisis" we are facing, but we must recognise that peer pressure and social anxiety are key drivers in their approach to alcohol, which can sometimes mean drinking to excess.
How can we tackle the problem in Britain?
Education is key to creating an open and honest dialogue. This will encourage people to think and talk - and to play a responsible role in our society.
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