Case Study

Lincolnshire PCT: targeting higher risk drinkers

Lincolnshire PCT has identified alcohol as a strategic priority under their Local Area Agreement. The main focus of their communications activity has been on higher risk drinkers who are unaware that they are putting themselves at risk of health harms.

Research

Using data about hospital admissions and information from the NWPHO, they identified that higher risk drinkers were their main target audience. Anecdotal evidence also showed that this was an area of need, as the previous treatment service had only been able to help and treat dependent drinkers. Scoping activity included a number of focus groups with people whose drinking was identified as higher risk. As well as taking into account national campaign messages about alcohol, they tested images and messages to identify what would have the most impact with the target audience.

Developing the activity

Research showed that higher risk drinkers were most likely to respond to online information, as opposed to engaging with substance misuse services or talking to their GP. To meet their needs, Lincolnshire PCT developed the website www.Lincs2alcohol.com , which provides web-based resources for members of the public to assess their own drinking habits and unit consumption levels.

The site includes assessment tools based on the Alcohol Use Disorders Identification Test (AUDIT). AUDIT is an alcohol risk screening questionnaire that healthcare professionals can use to identify how much their patients are drinking and whether there is evidence of them drinking at increasing or higher risk (including dependent) levels. This tool has been adapted so that visitors to the site can carry out this assessment themselves. The site also includes general information on cutting back, as well as links to Drinkline, and local services for those wanting to seek further support.

The PCT also launched a new tier two and tier three specialist alcohol treatment service, called Lincolnshire Drug and Alcohol Services, which offers services to higher risk drinkers as well as dependent drinkers.

Promoting the site

The website was launched in August 2008, during Lincolnshire Alcohol Awareness Week, which helped to advertise the new service and the website. As well as lots of local media interest in the site, the web address was promoted through the DAAT website, the county council website, a PCT bulletin to all staff and the local free newspaper. All promotional materials about the new service also directed people to the website.

Evaluation

Lincolnshire PCT is evaluating the success of the activity by looking at awareness levels and behaviour change. Results from surveys posted on the website are monitored to assess users' understanding of units. They can also see how many people visit the site, how many complete the AUDIT and which pages users visit. After they have completed the online AUDIT, users are given advice and then encouraged to return to the site to reassess their habits at a later date. The PCT will be monitoring these results to evaluate the success of the campaign in encouraging behaviour change.