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Alcohol harm: government context
Cross- government alcohol strategy: Safe. Sensible. Social
Reducing alcohol-related harm, disorder & ASB Reducing alcohol-related health harms
Over-arching role for communications:
CHALLENGE CULTURE OF EXCESSIVE DRINKING
Trade •Licensing Act • Code of practice •BBN •Purple Flag 50 priority areas •Alcohol Arrest referrals Policing •Drinking banning Orders •ASB powers •Licensing act •Training workshops KYL – promotes behaviour change Priorities: •Crime •Disorder •ASB
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Binge drinking: framing the problem
SCOPE AND SCALE 44% of 18-24s binge drinkers 46% of violent crime alcohol related 63% of 18-24 binge drinkers admit to
criminal or disorderly behaviour Alcohol misuse costs the UK £20b
ALCOHOL INDUSTRY
Price and promotion (mandatory code) CSR commitments – new campaign
PUBLIC CONCERN
Fuelled by “Binge Britain” news 30% worry about drunken behaviour 27% feel unsafe in local area as a result
AUDIENCE BARRIERS
Societal norm – part of growing up Drinking essential to their social group
“Binge” not their problem
Why do young people binge drink?
right of passage
“it’s a part of growing up”
positive effects of alcohol seen
as essential to a good night out
drinking is ritualistic & part of belonging
to a social group
What works and what doesn’t
Male audience
tipping point between
good & bad drunk and how this
can ruin a night is a recognised truth
(phase 1)
concept of behaving in a way
that they would never do sober
strikes a chord
(phase 2)
health risks of drinking not
immediate to young people
& are therefore rejected
criminal consequences not
accepted as “their” problem,
leads audience to switch off
Campaign strategy
A conversation which individuals
don’t want to have
Female triggers
Vulnerability and Shame
Break down the wall through
Irrefutable conversations
‘Would you do it sober?’
‘’
’There is no problem’
‘It’s not about me’
‘Don’t tell me what to
do’
Male triggers
Creative approach
Reflecting own behaviour
back to target audience
Question and point out
recognised truths,
not lecture
Tailored messages for
men and women
Female personal safety messages
We moved the print and radio on to focus specifically on female
vulnerability when drunk New ads focus on the last
mile home (from a drunken night out) – Two new press ads
Digital Display
Car Toilet
Media strategy
TV advertising
Press
Experiential
Viral and online
advertising
Partnerships
Phasing & dayparts:
Night before – planning night out
Morning after – reflective, repentant
Pre-summer and Xmas drinking peaks
Viral - Background
– Viral created to engage with our digital savvy audience
– Moving towards a higher level of two-way engagement from 2008
Catwalk viral, by including the general public in the ad, allows people
to identify themselves in situations shown
– Innovative channels to encourage conversation
– Less about “all of us”, more about “me”
– The role of media was to infiltrate young people’s worlds through the
use of social media
Viral - What have we achieved?
– Of the total views (266k+) over 45% (122k+) were achieved by
‘natural’ seeding
– 127 sites, blogs and digital referrers. Top referrers and reposts
included:
– Heatworld 7,016 views
– Gawker 5,580 views
– Viral Jack 8,389 views
– Pietrino 72 (YouTuber reposting) 18,992 views
– Youtube (official KYL page) total views 216,551
– We are aiming for more views of the viral, so have invested in a
second burst of viral seeding (potentially we will get 1.1m views).
– We also turned the viral into a cinema advert as it was such a great
Cinema
– Following on from the success of the viral, decision taken to turn it into
a 40 second cinema advert
– We bought 3.1 million admissions. Reasons we chose cinema were:
– Cinema has a high impact and captive audience
– It is a social environment which fits well with the viral content – idea behind
the campaign was to generate conversations and cinema is a media well
suited to doing this. We feel the viral content has impact in the cinema.
– Cinema allows for efficient targeting
Hollyoaks: Morning After the Night Before
Why a partnership with Hollyoaks?
– We have been exploring new ways of reaching our target audience. By partnering with Hollyoaks we were able to reach 18-24 year olds through an existing brand they know and trust at a fraction of the price of TV advertising.
– a dedicated microsite on e4.com – used their existing
relationships with You tube, Bebo.com and i-tunes to place additional content across these platforms.
– home page coverage on Channel4.com
–created a TV advert, played out on Channel 4 and E4 and recorded a public announcement that went out after each episode of Hollyoaks
Hollyoaks: Morning After the Night Before
Results – Microsite (e4.com)
– 660k total video views
– Over 200k unique visitors, reaching 55% of the Hollyoaks c4.com (main
– Hollyoaks website) audience.
– Over 1.6 million page views on E4.com
– 2nd most popular brand on e4.com in July 09. – Over 1000 comments submitted online. 150% more than the top performing brand on c4.com – Press and TV coverage the online soap
attracted (This Morning, radio 1, Heatworld.com etc)
Results off-network
– You Tube - 221474 Video Views – Youtube Comments - 786
– Bebo - Total Fans 2678 and 1020 comments. – Bebo – 51,011 video blog views even split. – I-Tunes - 9669 downloads
Addresses issues of anti-social behaviour Targets men aged 18-24
26 February – 7 March
Campaign details - Southampton
Spotlights projecting KYL logo onto pavements along Above Bar area Information cards with tips for enjoyable
and safe night out Branded scratch cards
Branded USB sticks
Campaign posters in pub washrooms Mirror stickers in pub washrooms Local PR (TV, radio, press and online)
Campaign details - Weymouth
‘Drunken’ shop mannequin in window of WHSmith in town centre
Information cards with tips for enjoyable and safe night out
Branded scratch cards
Campaign posters in pub washrooms Mirror stickers in pub washrooms Local PR (TV, radio, press and online) Targets women aged 18-24
27 February – 28 March
Addresses issues of Personal safety (and vanity)
Independent research required to assess effectiveness of local communications activity
Research objectives
2 areas selected: Southampton Weymouth & Portland
To understand how the activity is working and impacting on drinking attitudes and behaviour
To refine and improve future local communications activity
•
To measure awareness of local campaign materials
•
To assess whether local activity builds on awareness of national
campaign
•
To assess impact of local activity on perceptions of binge drinking
behaviour.
Research method - quantitative
Who
18-24 year olds who drink alcohol at least once a week. Minimum 50% get drunk at least once a week
Southampton – males only Weymouth – females only
How Face to face, in street interviewing among target audiences resident in Southampton and Weymouth
How many Pre Southampton122 Weymouth129
Post 108 130
Method Pre and post campaign measurement
When Pre stage: 6-22 February Post stage: 4-27 March
Research method - qualitative
Who
18-24 year olds who drink alcohol at least once a week Southampton – males only
Weymouth – females only
How In street qualitative interviewing among target audiences in Southampton and Weymouth
How many Southampton:Weymouth: 10 interviews10 interviews
Method Intercept sessions – 5 minute unstructured interviews
When Southampton:Weymouth: Evening of Saturday 7 MarchDaytime on Friday 20 March
Some ‘interviews’ comprised groups of 2 or 3 friends
Sample profile - quantitative
43% 57% 54% 46% 43% 57% 54% 46% 18-19 20-24 ABC1 C2DE Pre PostBase : All respondents (Southampton pre 122/post 130, Weymouth pre 108/post 129)
62% 38% 54% 46% 62% 38% 54% 46% 18-19 20-24 ABC1 C2DE Pre Post Southampton Weymouth
High spontaneous recall of advertising at
pre stage, particularly in Weymouth.
No significant change at post
48% 55% 87% 87% Southampton pre Southampton post Weymouth pre Weymouth post
Base : All respondents (Southampton pre 122/post 130, Weymouth pre 108/post 129)
Post stage
significantly higher among 20-24s (97% vs 81% 18-19s)
Recognition significantly higher in Weymouth than Southampton
TV main source of advertising spontaneously mentioned
in Southampton, with some mentions of logo
88% 21% 0% 3% 14% 10% 5% 78% 12% 9% 6% 3% 3% 3% TV - advert Posters (in pub/club washroom) Spotlights and projections with KYL logo Other Posters TV - programme Advertising on internet National newspaper - advert Southampton pre Southampton post
Base : All Southampton aware of advertising (pre 58/post 72)
Southampton
Other mentions each 3% or less
TV main source of advertising spontaneously mentioned
in Weymouth, strong mentions of mannequin at post
85% 0% 13% 16% 5% 10% 1% 3% 13% 5% 1% 0% 75% 34% 13% 12% 10% 5% 5% 4% 3% 3% 3% 3% TV - advert Drunken mannequin/figure in shop window
Posters (in pub/club washroom) Other Posters Magazine - advert
Radio - advert Mirror stickers in wash / changing room
Magazine - article TV - programme Local newspaper -article Information card with KYL messages and
useful numbers
Scratch card with alcohol questions
Weymouth pre Weymouth post
Base : All Weymouth aware of advertising (pre 94/post 114)
Weymouth
Other mentions each 3% or less
Website, USB stick and information cards each
mentioned by 1% at post stage
No significant increase in total ad awareness in
Southampton - reasonable cut through of posters & logo
51% 45% 15% 8% 0% 2% 8% 3% 7% 61% 51% 13% 8% 8% 7% 6% 6% 3% Seen/heard any (net)
TV - advert
Posters (in pub/club washroom)
Advertising on internet
Spotlights and projections with KYL logo
Other Posters
TV - programme
Magazine - advert
National newspaper - advert
Southampton pre Southampton post
Southampton
Base : All Southampton respondents (pre 122/post 130)
Other mentions each 3% or less
Total ad awareness near universal in Weymouth –
very good cut-through of posters & mannequin
94% 87% 27% 0% 10% 12% 27% 14% 6% 97% 88% 46% 36% 26% 24% 23% 17% 15%
Seen/heard any (net) TV - advert
Posters (in pub/club washroom) Drunken mannequin/figure in shop window
Magazine - advert
Radio - advert Other Posters
Local newspaper -article
National newspaper - advert
Weymouth pre Weymouth post
Base : All Weymouth respondents (pre 108/post 129)
Very strong recognition of local campaign activity
69% 56% 30% 18% 5% 26% 5% Recognise any Washroom posters Washroom stickers Information cards Scratch cards Above Bar projection USB sticks 79% 28% 30% 34% 10% 58% Recognise any Washroom posters Washroom stickers Information cards Scratch cards Mannequin Southampton WeymouthBase : All post stage respondents (Southampton 130, Weymouth 129)
Significantly higher among C2DEs
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Evaluation framework
Campaign
KPIs
PARTNERSHIPS Bespoke C4 study In-house survey Focus groups ISOLATING IMPACTCarat ICE trial
MEDIA & ADVERTISING
Tracking study Online survey Media audits ONLINE Click through Interaction Blog monitoring LOCAL CAMPAIGNS
Local pilot evaluation Stakeholder study
CREATIVE DEVELOPMENT
Communication to change behaviour
Campaign
Objective
KPI
Desired
outcome
Acknowledgement of risks ”Too much drinking can lead toviolence”
“Too much drinking can lead to vulnerability”
Awareness, recall, media effectiveness measures
• Drunken behaviour
becomes socially unacceptable
• More people enjoy
drinking without getting drunk
Highlight negative
consequences of
excessive drinking
Challenge acceptance
and tolerance of
drunken behaviour
Shift social norms “I don’t have to get drunk to
have a good night out”
“I don’t like socialising with people who get drunk and ruin night for
others”
Motivate audience to
reconsider their
drinking behaviour
• More people avoid risky drunken situations
• Peer groups encouraging safer drinking
Claimed behaviour ”More likely to consider drinking
differently”
“Makes me reconsider amount I drink on a night out”
• Less irresponsible drinking
• Less alcohol-related crime, disorder and ASB (ultimate)
