Midlands Co-operative Society leads the way

Midlands Co-operative Society is the first food retailer in the UK to sign up to the Schools Alcohol Awareness Project, a new education initiative which encourages young people to adopt responsible attitudes to alcohol.

As a business active in the licensed retail sector, Midlands Co-op is delighted that the classroom materials distributed free to their nominated schools encourage young people to consider the dangers of alcohol misuse and the serious impact it can have on their life.

The Schools Alcohol Awareness Project is delivered in partnership with teachers but is not a government initiative.  Its success is due entirely to the support of BII members across the UK.  BII is the professional body for the licensed retail sector.  With over 15,000 members, it promotes high standards, good employment practice and social responsibility within the industry.

Cathie Smith, Director of BIIAB said, "We are very grateful to Midlands Co-op for their support which allows us to help teachers in a practical way while also raising awareness of the difficult issues surrounding young people and alcohol."

Midlands Co-op has nominated fifteen secondary schools for the project.  All the schools have expressed their gratitude for the teacher-friendly project materials which are carefully designed to save staff time rather than generate extra work.

George Ellison, Life Skills Co-ordinator at Ivanhoe College in Ashby de la Zouch, summed up the feelings of many teachers when he said, "Thank you to everyone involved in this awareness campaign.  We appreciate the efforts you are making towards helping young people grow into balanced and thoughtful adults." 

Patrick Gaffney, Director of the Schools Project, added his own thanks to Midlands Co-op saying, “We can only make a difference in schools if we gain the support of the wider community. I am delighted that Midlands Co-op has decided to lead the way in this important initiative."