A CAMPAIGN has been launched in Pickersleigh in a bid to raise awareness of excessive alcohol use in the area.
The ‘Is it really worth it’ scheme has been put in place after figures revealed there had been 15 alcohol abuse deaths since 2010 in Pickersleigh.
Worcestershire County Council’s health and well-being board has already organised focus groups with residents to get to the root of the problem.
Melanie Whistance, Malvern Hills health improvement co-ordinator adult services and health directorate at the county council, said: “The campaign has been designed to address excessive alcohol consumption.
“This is one of the health and well-being board priorities for Worcestershire as a whole and is a particular concern for Pickersleigh.
“Pickersleigh has been identified as an area with high admissions into hospital with alcohol specific conditions including liver disease and one off occurrences such as toxic effect.”
It is a joint campaign between Swanswell, a drug and alcohol recovery service, Malvern Hills District Council, the county council and NHS South Worcestershire Clinical Commissioning Group.
Sian Battle-Welch, Swanswell service manager, added: “Swanswell are new to Worcestershire and we want to raise the profile of the service that is available for the community.
“Pickersleigh was chosen specifically for this campaign because of the problems it has experienced with alcohol.
“We want to raise people’s awareness about alcohol harm so they can make their own, informed, decisions about drinking.
“Already we are making a difference, helping people to change and be happy.”
The campaign is set to continue into next year.