Follow-up

Share your learning so all PCTs can develop consistent and successful systems for behavioural change to address alcohol related harm. Review your KPIs against national evaluation criteria to monitor progress and share best practice. Use the DH template in the evaluation section to record information about:

• Current number of increasing and higher risk drinkers/alcohol related hospital admissions
• Details of the segmentation used
• Details of the activity, including stakeholders engaged
• KPIs set and any measurable behaviour change that has occurred because of the social marketing activity
• Results and impact the intervention had on reducing hospital admissions
• Future activity planned

For more information or to share best practice, email socialmarketing@alcohollearningcentre.org.uk .

Social Marketing Checklist

Is your social marketing project ready? As you go, check your progress against the following list:

1. Define your objectives - what change do you want to see and who do you want to target
2. Use the total process planning model, to work out what resources you need to deliver
3. Assess what internal and external support you will need, when you are going to need it and how to get it. Refer to our guidance on commissioning external agencies if needed.
4. Use desk research to identify the scale of the problem
5. Consult with stakeholders as necessary
6. Segment and map your audience using primary research and national insights
7. Identify the barriers and exchange for your audience
8. Develop an initial campaign proposition to test, using behaviour change theory
9. Refer back to national messages and materials and use if appropriate
10. Develop, test and refine a mix of methods
11. Evaluate by referring to original aims and objectives and recording lessons learned
12. Follow up with relevant decision makers and stakeholders, and share best practice