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• “Drinking Abuse Breaks Other Lives Too”
COUNTRY Malta
TIMING 2017 > 2017
THEME
Responsible drinking

CONTRIBUTOR

  • The Sense Group
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OBJECTIVE

  • To raise awareness of the possible consequences of excessive drinking.
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DESCRIPTION OF THE INITIATIVE

  • The theme of the 2017 summer campaign was “Drinking abuse breaks other lives too…Be drink aware”.  The ads featured stark black and white imagery that aimed to give maximum impact for the message.  
  • The campaign was designed to extend the understanding of the negative results of excessive alcohol consumption and make abusers think about the people around them, including friends and relatives.  That the impact of uncontrolled drinking habits can have a ripple effect on those around the abuser - society in general, communities, families and friends.  
  • It was dissemenated through Facebook, Google, websites, outdoors, the on-trade and on campuses.
  • The public was invited to share the campaign message as much as possible in order to create more awareness of the issue and to visit the drinkawaremalta.com website to learn more about the facts that can lead to a way of living with alcohol in a moderate manner.
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IMPACT

  • The campaign reached 1.29 million and had 2,784 clicks through Google Ads.  
  • The campaign reached 237,000 on Facebook and had 708 engagements.
  • The drinkaware website had almost 3,000 unique visitors over the campaign period.
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EVALUATION

  • Quantitative research was carried out using an online survey in October 2017.  The results (205 respondents) showed:
  • 48.4% had recently seen an alcohol awareness campaign (26% unsure).  Of these that had, 36% knew who had run the campaign.  The organisation mentioned the most was Sedqa (4.8%) of the total sample followed by Transport Malta (3.2%) and Drinkaware (2.8%).
  • 36.4% were aware of the 2017 Drinkaware campaign.  Of these:
    • Males were more aware (44%) compared to females (31.3%).  The 45 plus and 17 – 24 age groups were slightly more aware of the campaign than other groups.
    • When asked where they had seen/heard about the campaign the largest group was Facebook (29.7%).  Billboard was also an effective medium as it was the second most recalled means (18.7%) and printed media was the third (17.6%).
    • The “young boy” ad was chosen by the majority (50%) as the most effective.  The least effective was that of the teen (12%).
    • 17.6% answered that the campaign had influenced them to reduce their drinking.  The campaign was more effective on females (18.5%) when compared to males (9%).
    • 25% answered that they had influenced them to reduce drinking and driving.  More males were positively affected to reduce their drinking and driving behaviour.  However, more males drink and drive in the first place, and are still more likely to do so after the campaign.
    • The overall rating of the effectiveness of the campaign was not very positive especially with the 17 -24 and 24 – 34 age groups who had an aver score lower than 5 out of 10.
    • Overall, the campaign aspects were rated relatively positively.  The most effective aspect of the campaign was that of “highlighting the impact of public drunkenness on others” (4.3/6) while the lease effective was to remind people about their drinking (3.6/6). 
    • Facebook was the preferred campaign (41.6%) and the second preferred was the promotional campaign (23.2).
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