Alcohol Effects Campaign
Main Messages/ Ideas Behind Campaign:
· Make people aware of the unseen effects of drinking regularly at a high or increasing risk level.
· Reduce drinking to a lower risk level.
· Uncovered harms due to high risk drinking levels such as cancer of the mouth, high blood pressure, breast cancer and strokes.
· February 2010
Target Audience:
· Higher/ increasing risk drinkers.
· 25-55 year olds (above the line), 35-55 year olds.
· Older people do not listen as much to official messages. However listen to GPs, and programmes on Life Channel about it on surgery TVs/ accompanying leaflets.
· When talking about alcohol, uses pints or glasses rather than units, to hep audience identify better.
Campaign Strategy/ Methods:
· Talking about it with range of credible independent voices- most likely to have greatest impact.
· TV/ print advertising for self identification and process of displacement- supported by magazines/ PR partnerships.
· Empowerment/ support stages of behaviour change journey through direct marketing (8.75 million households). These directed towards health professionals/ encourage people to join CRM programme. Text message support service/ new campaign website.
· Eight tips for cutting down on drinking, and other practical advice through CRM programme, national press campaign and website.
· Partnership with PCTs SHAs, and works with NHS.
Success Of Campaign:
· Evaluations currently being developed.
· Range of different measures- quantitative, qualitative research.
Patrick Johnson 11S1
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