A NEW campaign has been launched to tackle heavy drinking in part of Malvern.

NHS South Worcestershire Clinical Commissioning Group (CCG) is working with Worcestershire County Council, Malvern Hills District Council and Swanswell on the ‘Is it really worth it?’ campaign encouraging people to stop and think about the amount of alcohol they drink.

The campaign focuses on the Pickersleigh area of Malvern, where research shows there are high levels of alcohol related admissions to hospital and an increasing number of people with long-term health conditions such as liver disease.

As well as the health effects, the campaign also aims to highlight the amount of money that could be saved through drinking less and the amount of strain alcohol abuse can put on personal relationships.

Dr Carl Ellson, Chief Clinical Officer for NHS South Worcestershire CCG, said: “Alcohol-related illnesses are putting an increased strain on the NHS, not just from visits to A&E, but from a significant number of other conditions requiring treatment in which alcohol plays a major part.

“People often drink more alcohol during the summer, due to the good weather and drinking more than the recommended limit is a habit that’s easy to get into. However, drinking just a little too much alcohol puts people at greater risk of developing high blood pressure and serious illnesses such as heart disease, stroke and cancer.”

Cllr Rebecca Massey, portfolio holder with responsibility for health and wellbeing at Malvern Hills District Council, said: "This will not only raise awareness of the negative impact drinking too much can have on residents’ health, relationships and finances, but also give people information on where they can go for specialist support.’’

Cllr Marcus Hart, chairman of Worcestershire Health and Wellbeing Board, said: "This campaign is a timely reminder that it is all too easy to get into the habit of drinking too much, and that the consequences can be serious for the drinker, their friends, families, and communities.’’