Introduction

• Who is the guidance for?
• What's in the guidance?
• Other tools

Alcohol misuse is a national problem but it can only be successfully addressed through a combination of local, regional and national action. Many PCTs are already doing excellent work to tackle alcohol problems in their area. This work is a vital part of the Department of Health's (DH) three year alcohol social marketing strategy, which aims to reduce levels of alcohol related hospital admissions and the number of higher risk drinkers.

In a recent DH report for commissioners, social marketing has been identified as one of the high impact ways that PCTs can tackle higher risk drinking and reduce alcohol-related harm. But a DH consultation showed that many PCTs are unsure about how to carry out effective social marketing activity. This guidance aims to help address this by explaining what social marketing is and how it can bring about behaviour changes which can be measured at a local, regional and national level. It also aims to help PCTs be consistent in their approach to social marketing and to enable them to share best practice and learnings.

Who is this guidance for?

This guidance is for social marketers within PCTs. It aims to help you to develop your own social marketing activity to tackle higher risk drinking in your area. It will also be of interest to commissioners and decision-makers who are responsible for commissioning alcohol services.

What's in this guidance?

This guidance includes information about:

• Why social marketing works
• How to do your own social marketing activity
• Other useful resources
• Best practice case studies
• DH's three year alcohol social marketing strategy

Other tools

This guidance is one of a number of tools that are being developed to support you in delivering local and regional programmes to reduce alcohol harm. For details of other tools, please see the How to section.