drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

< BACK TO SEARCH RESULTS
• “Talk Now and Avoid Problems Later”
COUNTRY United Kingdom
TIMING 2013 > 2014
THEME
Underage drinking

CONTRIBUTOR

  • The Drinkaware Trust
TOP ^

OBJECTIVE

  • To reduce the proportion of young people under 15 who drink alcohol.
TOP ^

DESCRIPTION OF THE INITIATIVE

  • The campaign, started in late 2013, encouraged parents to talk to their children about the dangers of alcohol before they start drinking and to continue having open and honest conversations as their children grow up.
  • It focussed on parents as role models and how they influence their children’s attitudes to alcohol and drinking behaviour.  Parents were supported to feel more confident about having conversations with their children about the risks of alcohol by producing tailored information for them.
  • The campaign included outdoor poster ads in London and the North West, radio ads across Britain, social media activity, three online films, targeted website content, promotional partnerships with parenting websites Mumsnet and Parentdish and media coverage on the importance of parental influences on children’s attitudes and behaviours towards alcohol.
  • Posters held the “Time for that little chat about the bars and the beers”, “Talk now and avoid problems later. Go to drinkaware.co.uk” “It's time to discuss the issue of alcohol.” and “Talk now to avoid problems in the future” messages.
TOP ^

IMPACT

  • In 2013, The films about how parents can approach having a conversation with their children were viewed 270,000 times. People took 75,000 actions on Twitter, from clicking on links about the campaign to retweeting the message. There were 17,500 clicks on the Facebook ads which took people to the parents section of the Drinkaware website. 
  • In 2014, the campaign generated 6.4 million impressions on social media, more than 372,000 completed views of the films and 6,000 engagements on Facebook. The Drinkaware website had 83,000 page views of parent contentand 188 media articles, more than  17 of these in national media news outlets.  It was also supported by stakeholders: 600 Asda stores displayed the campaign posters on Community Notice Boards.  800 campaign leaflets were distrubuted by the Tower Hamlets Community Alcohol Partnership.  18 organisations lent support to the campaign via their social media channels.
TOP ^

EVALUATION

  • 2013 evaluation found that one in six parents (16%) recognised the campaign.  Those parents were more likely to have had conversations with their child (52%) compared to those who didn’t recognise it (35%).
    2014 survey of parents to the Drinkaware website found: 74% said they were likely to speak to their child about the risks of alcohol following their visit to the website.
TOP ^
< BACK TO SEARCH RESULTS
Latest initiatives RSS feed DOWNLOAD

VISUAL

MORE INFORMATION

-----------------------------
Download ALL in ONE (zip file – 1831 ko)