GABORONE - The Ministry of Trade and Industry has launched a logo in its efforts to intensify the campaign against alcohol abuse and alcoholism.

The logo: Break the Habit, Sober is Cool and a Setswana tagline, Fokotsa Dino, go Ntse, Its enuff, is a brainchild of TBWAMEDCOM.

Speaking during the launch of the logo on Tuesday, trade and industry minister, Mr Baledzi Gaolathe said the logo will give the target audience the impression of what the campaign aims to project and achieve. It will also promote instant recognition of all messages on alcohol abuse.

Mr Gaolathe therefore called for collective effort by all stakeholders in order to turn the tide against alcohol abuse and alcoholism.

It will take all partners - central and local government, private sector and non-governmental organisations and the general public to accept responsibility and participate in the campaign to achieve real change with regard to attitudes towards alcohol abuse, Mr Gaolathe said.

The minister told stakeholders that available evidence on health and socio-economic problems resulting from the abuse and misuse of alcohol are a matter of great concern to the government, especially alcohol consumption among the youth.

A 1998 survey among secondary school students showed that 74.3 per cent of current drinkers had tried alcohol before the age of 18.

This, he said, is a worrying observation that needs to be addressed as a matter of urgency.

Studies have also revealed that people who start drinking during their teenage years are more likely to become alcoholics in adulthood than those who start to drink at a later stage of their lives. The minister urged all stakeholders to address the challenge of uncontrolled drinking among the 18-29 age group, saying they consume large amounts of alcohol in a short space of time.

He said this has resulted in them becoming victims of alcohol-related crimes such as rape, murder and the so-called passion killings, public nuisance and road accidents.

The campaign messages, he said, should set out in no uncertain terms the dangers of binge drinking and raise awareness on the dangers of regular alcohol intake. He also appealed to alcohol retailers to observe the laws relating to underage drinking.

Alcohol retailers, pubs and clubs should manage their establishments safely and deal with their customers in a responsible way. The Liquor Act and other legal instruments remain relevant tools to get retailers to literally put their houses in order, he said.

The minister also called on parents and the general public to be conversant with what their children are exposed to in the Internet and through mobile telephony.

However, Mr Gaolathe noted that brewing alcoholic drinks and consuming them has been part of Setswana culture for many centuries.

He added that alcohol has also played an important role in the countrys economy, but said excessive drinking and alcoholism can have devastating consequences for individuals, families and nations which outweigh the advantages.

The minister said the government has made it a priority to address the problems caused by irresponsible consumption of alcohol.

He said some of the solutions are to lower overall access to alcohol, sensitise the public about the dangers of alcohol consumption and to rehabilitate those that have been victims of alcohol consumption.

He said several interventions to achieve the objectives have been undertaken such as the development of a draft national policy on alcohol to address issues such as production, retailing, distribution, marketing, advertising and consumption of alcohol.

He added others include strengthening public education and awareness on the harmful use of alcohol among the general population, enhanced law enforcement through Road Traffic Act and Liquor Act and associated regulations, inter-sectoral coordination of the campaign against alcohol abuse programmes and establishment of alcohol control unit to coordinate the campaign programmes on alcohol abuse.

He urged all stakeholders to aim their efforts towards achieving the ideals of Vision 2016, adding that they can only be accomplished when a nation has a proper culture and moral attitude towards alcohol. BOPA