Presentations from 'behaviour change' ESRC seminar 3 on 'Changing Alcohol, Drug and Smoking Behaviours', hosted by Bristol Social Marketing Centre and held at the Royal Society on 27th March 2015.
Uncommon Grace The Autobiography of Isaac Folorunso
Slideshare presentations from esrc seminar three
1. Presentations from ESRC
Seminar Three: Changing
Alcohol, Drug and Smoking
Behaviours
27th March 2015
The Royal Society, London
2. why disobedience is our
best (only?) hope
ESRC Behaviour Change Seminar Three:
Changing alcohol, drug and smoking behaviours
Gerard Hastings
27th March 2015
ISM Institute for Social Marketing
4. Commercial Determinants of Ill-health
‘Marmot’s focus on the social determinants of ill health
needs to be matched with an equal concern for the
commercial determinants of ill health’ (2)
A problem
Industrial Epidemics
‘The concept of an epidemic associated with the
commercialization of a dangerous product ….diseases of
consumers, workers and community residents caused by
industrial promotion of consumable products …. public
health oriented policies run the risk of being opposed by
industrial corporations in a health versus profit trade-off.’ (1)
6. Tobacco, alcohol, food – the bedrock
of public health
But much bigger than this:
• Inequalities
• Materialism
• Passivity
• Sustainability
Wicked problems – we do not have
solutions
A problem
8. a) Containment of the pathogen
(eg by regulation)
b) Counteracting its spread
(eg by counter advertising)
c) Critical capacity building to
boost population resilience
(eg with media literacy)
Public health would suggest three
logical responses:
A solution
9. Containment
Marketing regulation in tobacco control shows that:
• the key requirement is to reduce exposure. content
regulation, with one exception*, produces ineffective and
resource wasting codes of conduct
• measures have to be comprehensive, taking in all forms
of marketing communication as well as other elements
of the marketing mix (inc product design, packaging,
distribution and pricing)
• popular demand is a great driver of regulation
• commercial operators have to obey these rules, but
otherwise must be excluded from the regulatory process
*the Loi Evin in France
A solution
10. Counteraction
pro health counter-marketing has been shown to be
effective. the Truth campaign in the US for example,
significantly reduced teen smoking (3). in the UK CRUK’s
‘smoke this’ demonstrates how digital channels can
perform a similar task (4)
counteraction can also involve a more direct attack on
commercial marketing. in the 1980s a very successful
campaign (BUGA UP)(5) was waged in Australia against
tobacco advertising using irreverent graffiti. this tradition
has also be used against energy dense food advertising…
A solution
11.
12. Counteraction
pro health counter-marketing has been shown to be
effective. the Truth campaign in the US for example,
significantly reduced teen smoking (3). in the UK CRUK’s
‘smoke this’ demonstrates how digital channels can
perform a similar task (4)
counteraction can also involve a more direct attack on
commercial marketing. in the 1980s a very successful
campaign (BUGA UP) was waged in Australia against
tobacco advertising using irreverent graffiti (5).
as with regulation, counteraction should address not just
advertising, but the whole marketing mix
A solution
13. Critical capacity
Citizens need to be engaged in the process of change that
will bring about healthier societies. This means they need to
know more about the methods of big business
This includes media literacy campaigns to explain the
process of advertising and how to guard against them
But, as for containment and counteraction, should go further
and explain the whole marketing mix (‘marketing literacy’):
• Why does Coke prioritise ubiquitous distribution?
• How do pricing deals work?
• Why are processed foods inevitably unhealthy?
A solution
14. Basic foods
(eg milk)
Processing
(eg into fruit
yoghurt)
Added
value
Increased
marketing spend
higher sales
& margins
higher
profits
Generic sales, low margins, little marketing
(Often used as ‘loss leaders’ to support sales of
higher margin processed foods)
Why food marketing is unhealthy
Processing usually involves
adding salt, sugar & fat and
maximising palatability
15. Critical capacity
Citizens need to be engaged in the process of change that
will bring about healthier societies. This means they need
to know more about the methods of big business
This includes media literacy campaigns to explain the
process of advertising and how to guard against them
But, as with containment and counteraction, it needs to go
much further and explain the whole marketing mix
More widely still, people need to be taught abut the
fiduciary imperative which requires corporations to put
stockholder returns ahead of all other concerns (including
public health) (6)
A solution
16. NB
• these are not alternatives, but mutually reinforcing pillars of
a strategic response guided by clear targets and
continuous monitoring
• each is a product of ongoing partnership working between
citizens, public health professionals and civil society. The
Coca Cola brand has been a century in the making; the
public health response has to be equally long term
• each can take many forms and needs to be deployed
strategically
• this thinking can be summarised in a diagram
A solution
17. Building the critical capacity of the population so
they can respond effectively to marketing.
Includes media literacy, critical business
training, self production, community co-ops etc
Regulation to
constrain unhealthy
marketing: the key
concern is to reduce
exposure
Pro-health counter
marketing, including
media efforts like
Truth Campaign and
CRUK’s ‘Smoke This’
and direct action like
BUGA UP
critical capacity
unhealthy
marketing
19. references
1) Jahiel RI, Babor TF. Industrial epidemics, public health
advocacy and the alcohol industry: lessons from other fields.
Addiction 2007;102:1335-9.
2) Hastings, G. 2012. Why corporate power is a public health
priority, British Medical Journal, 345: e5124.
doi:10.1136/bmj.e5124
3) Farrelly MC, Healton CG, Davis KC, Messeri P, Hersey JC,
Haviland ML (2002). Getting to the truth: evaluating national
tobacco countermarketing campaigns. American Journal of
Public Health, 92(6): 901-907.
4) https://www.youtube.com/watch?v=a19KSaUueok
5) http://www.bugaup.org
6) Bakan, J. (2004) The Corporation: The Pathological Pursuit of
Profit and Power. Toronto: The Penguin Group (Canada).
20. Alcohol marketing to young people via social
media: Whose behaviour needs to change?
Professor Christine Griffin
Psychology, University of Bath, UK
ESRC Seminar series on
Behaviour Change
Royal Society
27 March 2015
21. Young people and the culture of intoxication
Drinking to get (very) drunk
Linked to alcohol availability,
price, targeted products, venues
aimed at youth
More liberal alcohol policies,
licensing regulation
Relationship between exposure
to alcohol marketing &
consumption
22. Public discourses:
the policy context
2004: UK government
publishes ‘Alcohol Harm
Reduction Strategy for
England’
First cross-government
statement on the harms
caused by alcohol
2007: Follow up document
‘Safe. Sensible. Social’.
18-25 year old ‘binge drinkers’
a focus for concern in both
documents.
23. The impact of alcohol marketing on young
people’s alcohol consumption
Exposure to offline alcohol marketing and alcohol
consumption
Exposure to online alcohol marketing and
attitudes to drinking
Exposure to online alcohol marketing and alcohol
consumption
…but what processes are involved?
24. Social networking and young people’s
drinking
Rapid growth in use of social media & mobile
technologies (smartphones) amongst young people
Facebook most popular - 1 billion users in October 2012
Drinking and getting drunk most common themes in
young people’s Facebook pages
Sharing photos of self and others drinking (and drunk)
very common amongst young people
25. Marketing alcohol via social media
Digital marketing budgets increasing rapidly
Diageo: Social media marketing accounted for 21% of its
marketing budget in 2010
In 2011 Diageo brands had collectively enjoyed a 20%
increase in sales as a “direct result of Facebook activity”
Goal is “user engagement” (Socialbakers, 2013)
26. Young people’s drinking and
online alcohol marketing:
Key questions
1) What forms does alcohol
marketing via social media
take?
2) How does this engage with
young people’s drinking
practices & their social media
use?
3) What do young people think
about online alcohol
marketing?
27. 1) Forms of alcohol
marketing via
social media
a) Adverts on FB / twitter/
across social media >>>>
b) ‘Likes’, ‘comments’ and
‘shares’ on FB pages of
drink brands, bars, clubs
c) Promotions, Events –
‘real world tie-ins’
d) Smartphone apps
And much much more ….
32. Young people’s drinking and social media project
Aotearoa (New Zealand) Research Team
Antonia Lyons, Ian Goodwin & Patricia Niland (Massey University, Wellington)
Tim McCreanor, Helen Moewaka Barnes, Acushla Dee O’Carroll & Tuiloma
Lina Samu (Whariki Research Unit, Massey University, Auckland)
Christine Griffin (University of Bath, UK)
Fiona Hutton (Victoria University, Wellington, Aotearoa/NZ)
Kerryellen Vroman (University of New Hampshire, USA)
Supported by the Marsden Fund, administered by the Royal Society of New
Zealand (contract MAU0911).
33. New Zealand study: Research design
Stage 1: 37 friendship group
discussions with 154
participants
Stage 2: 23 individual
interviews with
laptop/online access
Stage 3: Analysis of online
representations of young
people drinking, including
advertising via social media
34. Dylan: I think the reason why we have the drinking photos is because it
makes your life like more fun, so you're always doing something
Lo: It's memories as well and all your friends are out together on
the piss and you do have fun. So you take photos and some of them
will be funny photos, and you'll just look at them and crack up
and go oh my gosh, do you remember when you were that
wasted? [laughing]
Extract 1 European/Pakeha Group 1; 4 females
Krystal: oh yeah, if you don’t really remember what happened the
night before, like you will see a photo and it will trigger
your memory and then you will remember what happened
Extract 2 Maori Group 24; 2 males 2 females
35. Trish: Do you see any alcohol advertising online?
Alex: Yeah - no.
Jack: There might be some somewhere
Mark: I don’t think - oh are they allowed to?
Alex: I never see it online bro. Not on Facebook or anything. I always just see it on a
billboard
Trish: Have you seen any Facebook profiles, like Tui or Cruiser or?
Mark: Oh yeah [all nod].
Alex: Yeah I have seen that. You can like them. And then oh it'll just be on Facebook so often
you'll come across a friend in the notification or the update his profile update it'll just
say [name] likes XXX vodka and you click on it and it'll be like a description of what it's
about. Stuff like that. What flavours. Where you can get it from.
Trish: Do you think that could be advertising?
Jack: Yeah it's gotta be.
Mark: Oh not necessarily.
Alex: Not necessarily. Someone has to make it. They don't have to make it. We could
make one about vodka.
Alex: Isn't advertising selling the product? Trying to get the public to see it's not selling the
product. It's not really selling the product. It's just saying what it is. It's not really
saying this much here. It's this much there. Specials are here
Extract 3 European /Pakeha group Group 7; 3 males
36. Key research findings
Young people exposed to a great deal of
alcohol-related marketing online
Not just exposure –interactive
engagement
Online alcohol marketing infiltrates
young people’s social lives and drinking
practices
Young people do not necessarily view
online alcohol marketing as advertising
37. Current regulatory & health
promotion strategies
outmoded
Behavioural change
approaches too individualised
Regulation of alcohol
marketing should include
social media & digital / mobile
technologies
Monitoring & ‘transparency
reports’ on industry activities
Implications for
public health
The sobriety test puts users through a
series of “coordination and cognition”
tests such as “drag your mouse in a
straight line,” “type the alphabet
backwards,” or “follow the finger.” A low
score results in a friendly admonition to
avoid sending that tweet or whatever the
case may be and a recommendation for a
taxi company based on your phone’s geo-
location.
The app allows users to customize which
sites they wish to block and at what time
of the day they are most likely to commit
regrettable acts.
38. New Zealand study at: http://drinkingcultures.info/
Follow on twitter: @drinkcultures
UK Centre for Tobacco & Alcohol Studies at: www.ukctas.ac.uk
Follow on twitter: @chris_griffin55 or @jemlennox
Email: c.griffin@bath.ac.uk or j.lennox@bath.ac.uk
39. References
Goodwin, I., Lyons, A., Griffin, C. & McCreanor, T. (2014). Ending up online:
Interrogating mediated youth drinking cultures. In: A. Bennett and B. Robards (eds.)
Mediated Youth Cultures: The Internet, Belonging and New Cultural Configurations.
London: Palgrave.
Griffin, C., Szmigin, I., Bengry-Howell, A., Hackley, C. & Mistral, W. (2013). Inhabiting
the contradictions: Hypersexual femininity and the culture of intoxication among
young women in the UK. Feminism and Psychology. 23(2): 184-206.
Griffin, C., Szmigin, I.T., Hackley, C., Mistral, W. & Bengry Howell, A. (2009). “Every time I do
it I absolutely annihilate myself”: Loss of (self)-consciousness and loss of memory in
young people’s drinking narratives. Sociology, 43 (3), 457-476.
Lyons, A., McCreanor, T., Goodwin, I. & Griffin, C. (in press). Social networking and
young adults’ drinking practices: Innovative qualitative methods for health
behavior research. Health Psychology. DOI: 10/1037/hea0000168.
McCreanor, T., Lyons, A., Goodwin, I., Moewaka Barnes, H., Griffin, C. & Hutton, F.
(2013). Youth drinking cultures, social networking and alcohol marketing:
Implications for public health. Critical Public Health. 23(1): 110-120.
44. “A new scientific discipline that
investigates industrial diseases and
the transnational corporations that
drive them, should be developed”
Moodie et al. Lancet NCD Action Group, 2013
45. Farrell position statement
• “Greater stakeholder engagement is
needed to boost trust and better
self-regulation”
• “Formal codes of practice, rules and
regulation are not effective in
changing bad corporate behaviour”
46.
47.
48. • Managerial control in US-UK model
• Pursuit of shareholder value key goal
• New corporate elite post 1997 in UK
• Political science under-developed
49. CSR
• Who should define corporate social
responsibility?
• CSR used by companies to further
economic interests
• Do corporations have responsibilities
to society for license to operate with
limited liability?
50. Addiction industries
• Largest and most successful
companies in addiction industries
deliberately engineer addiction
• Fundamental to business models
• Vested interests in opposing policies
that better manage addictive
behaviours
51.
52.
53. “Special Brew was originally brewed by
the Danes for Winston Churchill. His
visit to Copenhagen in 1950 was
commemorated with a 'special' brew
produced in his honour…Churchill's
favourite drink was cognac, so in
brewing him a commemorative beer,
the brewers at Carlsberg created a
stronger lager with cognac flavours
among its tasting notes”
54.
55.
56.
57. Portman Group response
“This is another poorly evidenced piece
of work produced by researchers with
a track record of campaigning against
public-private partnerships…We have
to start questioning the motives of
those….”
58. “The Portman Group is funded by the
eight major UK drinks companies.
Their motive is to protect the
industry's long-term commercial
interests”
Founding Director, Dr. John Rae, Addiction 1993
59. “I don’t think it’s appropriate that the
drinks industry should be actively
involved in campaigns around public
health for the obvious reason”
Minister for Health Leo Varadkar commenting on
Diageo CE resignation from campaign in Ireland
this week
60. “The Public Health (Alcohol) Bill aims
to reduce alcohol consumption in
Ireland to 9.1 litres per person per
annum (the OECD average) by 2020,
and to reduce the harms associated
with alcohol.”
61.
62. • How do we manage addiction
industry activities in the public
interest?
• Some suggestions from an addiction
industry studies perspective (looking
at evidence across industries)
63. Some modest proposals
1. Start with the principle that
regulation of all aspects of
production and supply is necessary
(as for gambling, alcohol & drugs)
2. Develop new provisions in company
law for addiction industries (as for
other industries)
64. Some modest proposals
3. Require all R & D data on product
design and marketing to be available
to regulators (as for dangerous
commodities)
4. Require the licensing of all existing
and new drugs and other addictive
commodities (ditto)
65. Some modest proposals
5. Contribute windfall taxes (10% of
profits?) to meet the social costs (as
proposed for tobacco)
6. Preserve public health policies from
interference by vested interests (a la
FCTC)
66. ….a new form of partnership working,
in the public interest
67. Alcohol: Know (y)our limits?
James Nicholls
Alcohol Research UK
Centre for History in Public Health, LSHTM
68. What is this image actually saying..?!
“Alcohol: know your limits”
“You wouldn’t start a night like this, so
why would you end it that way?”
69.
70. ‘Recognition of DH advertising was 66%
… higher among 25-34 age group, at
85%, C1s C2s and harmful drinkers.
74% rating website as excellent or very
good’
Department of Health (2010) Supplementary memorandum to
Health Select Committee – Alcohol (AL 01B)
http://www.publications.parliament.uk/pa/cm200910/cmselect
/cmhealth/151/151we03.htm
71. ‘Those adverts make me laugh … the
one where they guy does some, he’s in
a right state, and they say “You wouldn’t
start a night off like this, so don’t end
one like this”. And that makes you just
think loads of people would just say
“Oh, I would – yeah!”’
‘I know one of my friends, she comes
up to me and she goes, “I can see
myself ending up like the girl in the
adverts tonight!”’
Nicholls, J. (2009) ‘Young people, alcohol and the news –
preliminary findings’. AERC Final Report
http://alcoholresearchuk.org/alcohol-insights/young-people-
alcohol-and-the-news-preliminary-findings/
77. ‘As well as becoming less likely to drink alcohol at all and less likely to
drink frequently, young adults also became less likely to binge when they
did drink’
Office for National Statistics (2014) Adult Drinking Habits in Great Britain, 2013, 9.
http://www.ons.gov.uk/ons/rel/ghs/opinions-and-lifestyle-survey/adult-drinking-habits-in-great-britain--
2013/stb-drinking-2013.html
78. Trends in adolescent weekly alcohol use by region and
demographic group
De Looze, M et al. (2015) Decreases in weekly adolescent alcohol use in Europe and North
America: evidence from 28 countries from 2002 to 2010. European Journal of Public Health
25 Supp 2, 69-72.
http://eurpub.oxfordjournals.org/content/25/suppl_2/69
79. ‘Declines in youth drinking are unrelated to alcohol policies that
are associated with reduced drinking such as changes in
pricing, availability or advertising … they also appear unrelated
to economic, cultural or geographical factors.’
Pennay, A., Livingston, M. and Maclean, S. (2015) Young people are drinking less:
it’s time we found out why. Drug and Alcohol Review 34, 115-8.
http://onlinelibrary.wiley.com/doi/10.1111/dar.12255/abstract
80.
81. House of Commons Health Committee (2010) Alcohol
HC151-I, 14 [data from Wilson, G (1940) Alcohol and the
Nation]
http://www.publications.parliament.uk/pa/cm200910/cmselect/
cmhealth/151/15102.htm
82. House of Commons Health Committee (2012). DH Written Evidence (GAS 01)
http://www.publications.parliament.uk/pa/cm201213/cmselect/cmhealth/132/132
we02.htm
83. Robin Room on changing drinking cultures
Change is typically about number of drinking occasions, not the style of
drinking
Change occurs differently in different population subgroups (not
collectively across whole populations)
Change often led by birth cohorts (‘wet’ and ‘dry’ generations)
How might policy enhance or attenuate trends?
Challenge: to develop and test more nuanced theories of sociocultural
change in drinking
Room, R. (2014) Wet and dry generations: what happens with social change in drinking?. Presentation to
Alcohol Research UK conference, 2014. http://alcoholresearchuk.org/further-resources/conference-2014/
