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• “Risks”
COUNTRY United Kingdom
TIMING 2014 > 2014
THEME
Underage drinking

CONTRIBUTOR

  • The Drinkaware Trust
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OBJECTIVE

  • To encourage parents to talk to their children about alcohol.
  • To reduce underage consumption.
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DESCRIPTION OF THE INITIATIVE

  • “Risks” focussed on the pivotal role of parents in influencing future alcohol use by children. The campaign aimed to prompt parents of children aged I0 to 13 years to have conversations about alcohol with their children and to inform them about the risks associated with under-age drinking.
  • The campaign ran in Scotland, Wales, and the north, west and south-west of England, areas selected based on alcohol-related hospital admissions amongst young people under 18.
  • The campaign comprised posters, advertising in GP surgeries and health centres, radio, online information and social media.  The posters carried the “Being drunk just once aged 13. Twice as likely to have unprotected sex.” And “Being drunk just once under 16 years old. 85% more likely to be involved in violence.” messages.
  • The campaign directed consumers to web information approved by both Drinkaware's Medical Advisory Panel and a Consultant Paediatrician, as well as to video resources and guides.  Two webinars were conducted in conjunction with the Royal College of Paediatrics and Child Health and the charity Family Lives. 
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IMPACT

  • The campaign prompted more than a quarter of a million visits to the Drinkaware website pages and 199,000 engagements with social content including likes, shares and re-tweets.  Unique visits from the campaign regions to Drinkaware website pages with specific information about under-age drinking increased 27-fold during the campaign period; this compared to a five-fold increase in unique visitors to the same pages in regions that were not running the campaign. 
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EVALUATION

  • In an evaluation survey, the campaign was recognised by 667,000 parents, of the intended audience (rising to 41% in Scotland).  Most respondents agreed that the campaign message was important (85%), and clearly communicated (83%).  Many (68%) agreed that the advertising “made me realise it is important to talk to my children about drinking alcohol”.
  • The campaign had a direct impact on many parents.  Of those who recalled seeing the campaign: 80,000 parents were much more likely to consider sexual activity as one of the main risks associated with under-age drinking, and 60,000 more parents considered it unsafe for children to drink any alcohol.  46,600 more parents had a conversation about alcohol with their child.
  • Amongst parents who had not yet had a discussion with their child / children about alcohol: 29,300 more parents intended to have conversations with their child about alcohol in the future.  10,200 more parents said they would use the Drinkaware website for advice to help with discussing alcohol with their child.
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