Amplify national social marketing priorities

What does this mean?

Social marketing is the systematic application of marketing, alongside other concepts and techniques, to achieve specifi c behavioural goals, for a social good. For alcohol, the goal is to reduce alcohol-related hospital admissions by infl uencing those drinking at higher risk to reduce their use of alcohol to within lower risk levels.

PCTs and partners are advised to commission local social marketing activity which builds on the evidence, strategic framework and tools emerging from the national alcohol social marketing programme, such as direct marketing materials, wall charts and fact sheets for GPs, and the Your Drinking & You booklet.

What is the evidence that this works?

Evidence supporting social marketing exists in areas such as smoking, sexual behaviour and nutrition. But direct evidence concerning alcohol is still emerging. The alcohol social marketing strategy improves access to identification and brief advice through using marketing techniques to engage higher risk drinkers and nudge them toward lower risk drinking behaviour. It provides self-help support via the Your Drinking & You booklet. Other products and techniques are in the pipeline.

Case Examples - Social Marketing

East Midlands

PCTs from East Midlands worked with the Regional Social Marketing Manager to develop a campaign targeting higher risk drinkers in their area. Building on the lessons learned by the ongoing national alcohol social marketing programme, they launched a multi-media campaign combining direct marketing tailored for their area and locally-sourced advertising and PR. Coupons in local papers, mail drops and direct mail were used as routes to reach harmful drinkers. The materials used in the trial encouraged drinkers to assess their own drinking and gave them reason to cut down. They were directed to the DrinkCheck website and also the Drinkline telephone helpline service to obtain a copy of the self-help booklet Your Drinking and You.

Case Examples - Educational and awareness raising campaigns

Brighton Alcohol Awareness Campaign

A month-long alcohol awareness campaign targeted at 16-24 year olds reinforcing the 'Know Your Limits' campaign. The centre piece was of a series of sensible drinking messages displayed on fifty paving slabs across the city centre's popular drinking areas.

View the full project on HubCAPP: www.hubcapp.org.uk/VY1X

Buckinghamshire Sensible Drinking Campaign

Public awareness to highlight the importance of sensible drinking to 30 to 50 year old age group. The project involved the production and promotion of an advert entitled 'Gourmet Dining' which looked at the impact on the liver of exceeding the lower risk unit levels. The clip was released on YouTube and the DAAT website

View the full project on HubCAPP: www.hubcapp.org.uk/KZLO

More Social Marketing Resources

view our social marketing pages which include guidance and accessing the direct marketing artwork and campaigns materials