The Alcohol Social Marketing Strategy

May 2007-November 2007 DH scoping and strategic development

A 2007 DH scoping study showed that:

• There is widespread public ignorance of the health consequences related to increasing and higher risk drinking
• Lower social and economic groups experienced greater alcohol-related harm, with males over the age of 35 most commonly at risk
• Identification and brief advice (IBA) is an effective way of engaging with the target audience. IBA involves giving simple advice to people drinking at increasing or higher risk levels who may be not seeking help for an alcohol problem. One in eight of those identified in primary care by an IBA programme, as regularly drinking above the lower risk limits, respond to this advice and cut back their alcohol consumption to within the lower risk limits

Through qualitative research, DH developed a psychological profile of audience segments. Awareness of health risks was shown to be a key factor in influencing decisions about alcohol consumption.

December 2007 - May 2008 Initial testing

A Customer Relationship Management (CRM) process was developed to provide drinkers with advice and support - effectively the first steps upon a path to reduced alcohol consumption. Other activity included:

• Changing the public-facing language used to one based on risk
• Developing materials that delivered 'virtual' IBAs, including the Drinkcheck website and the Your Drinking & You booklet
• Promoting awareness with frontline healthcare practitioners

September - December 2008 Acquisition pilot

A pilot was run in the North West, which has the highest rate of alcohol-related hospital admissions in England, to acquire 'new' higher risk drinkers. Targeting was very accurate with responses from the appropriate SEGs, with an equal gender split. Three creative routes were tested and general health came out top, over cancer and liver and heart problems. This work was repeated in the East Midlands with similar results.