SOAP star Charlie Hardwick is the voice behind a North-East campaign urging women to think twice and limit how much they drink to reduce their breast cancer risk.
The Think Twice campaign, launched today by Balance, the North-East Alcohol Office, and Breakthrough Breast Cancer, aims to increase awareness of the link between alcohol and breast cancer, encourage women to take stock of their alcohol intake and if necessary – cut back.
Regularly drinking alcohol – even just one drink a day – increases a woman’s risk of developing the disease, which is the most common cancer in the UK.
However, two-thirds of women in the North -East don’t realise that the more they drink the greater their risk of breast cancer.
To coincide with Alcohol Awareness Week, the campaign will launch on the region’s airwaves with a radio advert featuring the North East TV star.
In the advert, the Geordie actress, best known for her role as Val in Emmerdale, says: “I’m a worldly woman and I'd like to think I've gained a bit of knowledge in my time. But I'll tell you something, I didn't know about the proven links between alcohol and breast cancer. Until now.
“The more you drink the more you increase your risk of developing breast cancer. Now there aren't many ways we can reduce our risk. But limiting the amount we drink is one. And that made me think twice."
One in eight women develop breast cancer in their lifetime but the individual level of risk varies from person to person depending on genes, lifestyle and environment.
Drinking alcohol is one of the few contributing factors that can be changed to help reduce a woman’s risk of developing the disease.
Colin Shevills, director of Balance, said: “Breast cancer is a devastating disease that affects thousands of women across our region. Alcohol is linked to thousands of breast cancer cases each year across the UK so anything that can be done to raise awareness of this issue is vitally important.”
The Think Twice radio advert will be backed up by an online film - also voiced by Charlie. This will be available to view on the Balance campaign website from today.
Department of Health guidelines recommend no more than 2-3 units a day for women and a maximum of 3-4 units a day for men.
To see the video visit reducemyrisk.tv
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules here