Blue Bird Plan 2010

The Blue Bird Plan, a national alcohol policy launched by the South Korean Ministry of Health and Welfare in August 2006 was outlined at the conference.

Health officials are aware that the traditional drinking culture and social acceptance of alcohol abuse are barriers to alcohol policy and that “society is not ready to take a firm attitude to the alcohol industry due to a lack of awareness on alcohol related harm”. 6.8% of the total population have a drinking problem or are dependent.

The socio-economic cost of alcohol is around 14.9 billion US dollars each year and it will be 2.86% of GDP; 22,000 alcohol related deaths each year (8.7 of all deaths); alcohol related traffic deaths have risen from 379 in 1990 to 1,217 in 2000; and almost two thirds of homicides and violent behaviour are alcohol related.

The goals of the campaign are to: “Improve the quality of life and enhance national competitiveness through alcohol free healthy citizens and happy families by creating a social drinking culture, protecting the public from alcohol related harm and supporting medical treatment and rehabilitation. Create a social and cultural environment open to alcohol control policy. Improve awareness on alcohol harm. Reduce risk factors with early detection of high-risk groups, vulnerable groups and alcohol dependent people. Strengthen treatment and rehabilitation nurturing human resources - alcohol experts and volunteers; and create a social and cultural environment open to alcohol control policy.”

To measure the success of the campaign, targets have been set,which it is hoped will be reached by 2010. A decrease in per capita consumption from 9.3 to 8.4%; decrease in high risk drinking among males from 14.9 to 13%; and decrease in youth drinking from 29.6 to 25.0%.