Know Your Vital Statistics - Alcohol and Breast Cancer

Screen legend Joan Collins and One Direction drummer Josh Devine are helping raise awareness of the link between booze and breast cancer.

Studies have shown that drinking one glass of wine a day raises breast cancer risk by around 13% but 86% of people are unaware that alcohol contributes to breast cancer.

The number of women under 50 diagnosed with breast cancer topped 10,000 last year for the first time.

The Pink Ribbon Foundation (Reg. Charity No. 1080839) and The Alcohol-Free Shop, the UK's leading alcohol-free specialists, are working in partnership to inform women of the risks through the Know Your Vital Statistics campaign.

The initiative was launched on twitter attracting more than 4 million retweets in the first day after attracting the attention of TV, film, music and sports personalities.

Joan Collins and Josh Devine were joined by tennis veteran Martina Navratilova, weather women Sian Lloyd, Dianne Abbot MP, Eric Idle of the Monty Python team and dozens of others, in spreading the word to all their followers.

It is hoped the Know Your Vital Statistics initiative will encourage women to heed the warnings and avoid alcohol at least some of the time as well as raise funds for breast cancer care, support and research.

A specially branded de-alcoholised wine is being sold by The Alcohol-Free Shop and for every bottle sold in the next 12 months, £1 will be donated to the pink Ribbon Foundation.

People who purchase Pearl Rose or Pearl Blanc sparkling wines will also receive a voucher to give to a friend to claim a free bottle of sparkling Pearl wine to help further spread the word.

Christine Risby, co-director at The Alcohol-Free Shop, said: “The World Health Organisation has recognised the link between alcohol and cancer since 1988.

“The risk of breast cancer from one standard glass of wine a day is increased by 13%. Drink three standard glasses a day and the risk is 39%. We think these are vital statistics that every woman should know.”

The campaign is also supported by TV doctor and practicing GP Sarah Jarvis.

Sarah said: "Studies have confirmed that alcohol consumption increases the risk of breast cancer, but there are many other factors that contribute to cancer developing. Staying within maximum weekly guidelines and avoiding daily alcohol consumption is a sensible step for overall health."

Lisa Allen from the Pink Ribbon Foundation said, "Breast cancer is a complex disease that's not yet fully understood. There are a number of factors including genetics, lifestyle and overall heath that influence risk. Alcohol has been found to be a risk. We can't control some risk factors, but we can limit the amount of alcohol we drink."

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Further information: Contact Christine Risby on Freephone 0800 224 8024 mob: 07768 033525 or email christine@alcoholfree.co.uk