vichealth innovation challenge - alcohol: lightning talk by mike reid, rmit university
DESCRIPTION
Doing Something Good collaborated with Vic Health to facilitate a 1 Day Forum that explored ways to shape a better alcohol culture in Victoria. We bought together researchers, healthcare providers, changemakers, venue owners, youth workers, service design professionals, social entrepreneurs, policy makers, behaviour change specialists, and representatives from organisations working on youth and mental health issues. The Forum gave participants the opportunity to connect, learn, exchange useful information and provide a space for conversations that matter. The format incorporated innovative methodologies including World Café and Open Space with an opening keynote presentation and 10 Lightning Talks throughout the day. Find more on the Discovery & Insights Forum at http://doingsomethinggood.com.au/vichealth-innovation-challenge-alcohol-discovery-insights-forum/ Learn more about the VicHealth Innovation Challenge Alcohol at http://challenge.vichealth.vic.gov.au/challenges/alcohol/TRANSCRIPT
Alcohol Discovery & Insights
Forum
Alcohol Discovery & Insights Forum
Drinking Related Lifestyles Study
Don’t Wag Your Finger At Me!
Mike Reid, RMIT University Tony Worsley, Deakin University Francis Farrelly, RMIT University Tim Fry, RMIT University Lisa Farell, RMIT University
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
The socio-cultural embeddedness of alcohol
¡ Many Victorians are able to see the benefits that come with drinking less
¡ …the benefits of doing so are deferred….too long term…unlike the benefits of drinking, which can be experienced now
¡ Drinking most likely to become excessive when socialising because it is expected and has momentum
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Consumption of alcohol
Abstaining
extreme, odd & infrequent behaviour
Typical Drinking
normal behaviour
Getting Drunk common practice
Binge Drinking extreme & "
“a youth issue”
Only abstinence from alcohol and binge drinking are seen as extreme behaviours
Acceptable behaviour
The spectrum of acceptable behaviour
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
The Protector
The Initiator • Outgoing and the ‘life of the party’ • Loves to have a drink and let loose • Drinks to have fun • Gregarious and outgoing and loves
to make things happen – often encourages others to drink
• Likes to be a source of information on alcohol brands, types of drinks and places to go out
The Follower • Fun, social and easy-going • Influenced by social and cultural
pressures • Tends to join in and go with the
flow • Gets swept up in the moment and
enjoyment of social situations
The Moderator
Drinking Identities &
Characteristics
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
What drives the Initiators?
Seeking Self Enhancement
Mavenism / Ego
Social expectations Easy access to alcohol
Hedonism
Cheap Prices
Coping with Depression
Brand loyalty
Building Confidence
Question: How can I create fun without using Alcohol as a starting point?
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Achievement Values
What drives the Followers?
Seeking Self Enhancement Mavenism / Ego
Easy access
Hedonism Cheap Prices
Brand loyalty
Question: How can I join in but not be lead astray so easily?
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Don’t Wag Your Finger at Me!
¡ Developing messages and campaigns that moderate alcohol consumption is a difficult task
¡ Finger wagging is largely ignored ¡ Not aimed at me…yes, those
‘other’ people should drink less ¡ Drinking is a fun and positive
thing in peoples lives
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Framing positive messages ¡ Having fun, seeking fun and doing things that
provide pleasure – without alcohol
¡ Being more mentally alert – without alcohol
¡ Getting a buzz and being excited – without alcohol
¡ Feeling good and enjoying life – without alcohol.
¡ Celebrating – without alcohol
¡ Getting together in social situations – without alcohol being present or avoiding it if it is
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Framing positive messages
¡ Enjoying special occasions – without alcohol
¡ Depict people being a good source of information about what not to drink and the alternatives to drinking alcohol
¡ Becoming more self-confident in social situations – without alcohol
¡ Relaxing and being less anxious in social situations – without using alcohol
¡ Overcoming a bad or dark mood – without resorting to alcohol
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Thank-you
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Drinking occurs across a vast range of contexts
Celebrating
Relaxing
De-stressing
Socialising
Networking
Commiserating Rewarding ourselves
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Challenging Mindsets through Communications
¡ Question why we as a society revere drunkenness (‘Is that really something to be proud of?’)
¡ Undermine the hero status of getting drunk and drinking to excess (‘what an idiot’)
¡ Remove the excusing of drunkenness and related bad behaviour (‘that’s no excuse’)
¡ Challenge social pressure that makes others drink (‘Why do you need me to have a drink?’)
Alcohol Discovery &
Insights Forum
Alcohol Discovery & Insights Forum
Challenging Mindsets through Communications
¡ Strengthen social acceptability of not drinking, not getting drunk and drinking in moderation (‘why do you need to drink to excess to have a good time?’)
¡ Focus on the positives of moderate drinking (enjoying every moment) rather than the negative (missing out)
¡ Challenge the social acceptability of drinking to excess (‘No one likes you when you’re messy’)