what works in alcohol social marketing slides
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What Works!
A generational social marketing approach to changing alcohol
consumption patterns
Presented by Noel Turnbull
The Impetus for Social Marketing
“We are dealing with a different social situation. The 19th Century epidemics, bred in poverty and malnutrition, arose
from the failures of the social system… It is (now) becoming clear that in the modification of personal
behaviour, of diet, smoking, physical exercise and the rest…the responsibility of the individual for his (sic) own
health will be far greater than formerly. It will not be possible to impose from without (as drains were built) the
new norms of behaviour better serving the needs of middle and old age. They will come about in a new kind of
partnership between community and individual.” Dr Jerry Morris British Social Medicine Unit.
Source: Berridge History Today August 2007
A Philosophical Viewpoint
“Giving Ulysses the rope with which to lash himself to the mast adds to his choice.” (In contrast do we
want to regard) “reasoning, judgement, discrimination and self-control… as burdens the
state can and should lighten.”
Source: The Economist April 8 2006
What is Social Marketing?
“Social marketing is the application of marketing principles, the marketing process and marketing
tools to further a social goal. Marketing is not inherently good or bad but value neutral and social
marketing must be research-driven, focus on audiences, experts, intermediaries, and the
behavioural sciences.”Dr Ed Maibach
Source: Social marketing presentation to DHAC 1999
The Andreason Model
A four stage model:
1. Pre-contemplation in which people become aware of an issue
2. Contemplation when they start to think about the issue and for attitudes
3. Moving to action
4. Programs which reinforce and maintain changed behaviour
Source: Alan Andreason Marketing Social Change 1995
ACT
THINK
SEE
REINFORCE
The Role of Fear
Truth, the Floridaanti-smoking campaign
Grim ReaperTAC road safety
Snake condoms
LET’STALK
Let’s Talk,Canada
AIDS campaign
Alcohol and Fear
Shanahan and Elliott Review of public information campaigns – addressing youth risk-taking (2000) for the National Youth Affairs Research Scheme
Alcohol Consumption in Australia
Sources: WHO, 2005; ABS 2005; NAIP= Chikritzhs et. al. 2003; WARC, 2005
Per capita alcohol consumption in Australia, various source, 1989 to 2003
Alcohol Consumption Patterns
Drinking at risky/high risk of harm in the long term by age and year, proportion of the population aged 14+ years, Australia, 2007
Source: Australian Institute of Health and Welfare 2008
66%
52%22
20
14
8
7
5
5
2
1
My mother
My fatherSiblings
My friend
Grandparent
Aunt
Other sports person
Teacher
Other relative
My parents
Michael Jordon
Parents are Admired
% 10-17 year oldsSpontaneous
Top Three Most Admired People
Source: Quantum Research
Parents are ‘Real’ and Trusted
Source: Quantum Research
A lot
Some
% 10-17 year olds
22% 25 28 31 2938
49 54 52
75% 73 68 65 64 5445 35 37
112% 2 3 4 7 8 611
Parents FireFighters
Doctors Nurses Police Teachers Friends Govt HelpLines
CharityOrgs
Level of confidence in different institutions/people
A lot
Little/None
Some
Summary of Life Stages and Targeting
Young singlesOlder singles /
couplesYounger Families Older Families
Empty nesters / early retirees
Defining attitudesFun
Freedom / Explore
Socialise
Finding self
Responsibility
Good parent
More time for me
Legacy / imparting knowledge
My time
My choices
Primary role of drinking
Experiment
Social cohesion
Kick back
Party hard
Relax
De-stressRelax and sociable Social
Perception of risk / harms Negligible
Negligible
Keep in check to accomplish all I need
to do
Less ability to bounce back after session
Personal health - looks, weight
Seen social consequences of heavy drinking – divorce, career,
health
Health consequences heightened
Receptive to messages
Give me permission to ‘have a quiet one’
Ground up / grass roots
Give me permission to ‘have a quiet one’
Responsible parentParent as role
model / Lead by example
Adult conversation
Health intermediaries (GP’s) critical
influencers in making choices
Source: Quantum Research
Why Parents as Campaign Targets?
Whilst all life stage segments are potential audiences to alcohol–moderation/education messages, some are more receptive than others – due mainly to life stage issues/ need states
Parents represent a life stage that can allow great leverage – both in terms of their own drinking behaviour as well as influencing the behaviour of their children
An impact on their behaviour will span generations Looking for generational change – not change next week
Alcohol and Parents: the Rationale for Targeting In terms of their age and life stage they represent both a group taking on the
responsibility of parenting as well as those with teenage children that are starting to see the ‘finish line’ but still facing a number of life challenges and needing to achieve goals…
– Personal career– Personal health– Achieving personal / shared dreams (inventory of things to do / achieve)– Seeing children through school into adulthood– Security and dependability
Alcohol remains a key part of their lives – particularly in terms of interpersonal/ social connectedness
However have heightened respect for alcohol from exposure to the problems of excessive alcohol consumption
Our AustraliaSCAN research has identified that parents are seeking out advice on how to be ‘good’/ ‘responsible’ parents and are attuned to messages that allow them to be better parents
Generational Change: Parents’ Influence on the Next Generation Parents fulfil many roles to their children as want to be friend, mate, confidante and
advisor – to pass on the lessons learnt – to guide, influence and protect Children learn from their parents and model their behaviour on positive role models Previous research has identified that children admire their parents over and above
any celebrities or others in our community – parents as role models, therefore, cannot be underestimated (Australian Childhood Foundation)
– YouthSCAN will further confirm this research In this context – connecting with parents about making better choices around alcohol
will directly influence their children – so they will be able to provide a positive example so young are not ‘self taught’ drinkers through binges with peers and family BBQ’s where parents are drinking heavily
– Parents as demonstrating responsible drinking and being a positive role models– Giving parents the knowledge/ tools to guide children as to the difference between
responsible & irresponsible drinking– Allowing parents to put alcohol in positive social perspective, for example drinking with
family/ or at social gatherings across genders/ generations– Demonstrating how alcohol enhances an occasion but does not create an occasion– Illustrating how alcohol used wisely need not be associated with negative/ aggressive
behaviour or hangovers etc.
Re-framing Parents’ Drinking
How do I drink sensibly knowing I’m a parent and my children are learning from me? Most would not know the answer to this…
Motivating parents to re-frame their drinking is key to this approach. Initiating an ‘emotional conversation’ with parents about their drinking will challenge personal beliefs that suggests ‘anything goes’ and that the only limit on your drinking is your own level of responsibility
Hence the need to create a positive drinking model for parents to base their behaviour on– Knowledge and learning they can then pass down to their children – both as an example
of how they drink (behaviour) and as a way to talk to their children about alcohol– Additional support for parents via information can help them to know they are drinking
positively as role models– Showing tangible/ clear behavioural demonstrations of positive drinking behaviour
Work alongside Australia’s drinking culture – confrontation of the culture will lead to audience shutting out messages
– As we have already identified, there are many barriers in place to ‘protect’ self from these messages
An emotional based campaign that motivates parents and ultimately empowers them as parents where they find it unacceptable to get drunk or drink in certain ways is key (in their desire to be a ‘better parent’)
The Outcome
Outcomes
28% of parents modified behaviour and reduced drinking in front of children
41% more self-conscious 36% discussed issue with partner 29% discussed with friends or colleagues 83% now thinking about how children form their
attitudes to alcohol 47% agree that parents are children’s role
modelsSource: Quantum Research
What Next?
Tackling earlier age of alcohol initiation which has reduced from 19 to 15.5 years (Roche et al 2007)
Parents of pre-teens and life-stage triggers Safer drinking cultures New partnerships