A survey by Manchester students found that they were bringe drinking as it was part of the student culture. The GMP tasked us to come up with a campaign to encourage students to identify their drinking habits and how it was affecting their life.

1. THINK BEFORE YOU OVERDRINK
ECLIPSE

2. WHAT WILL OUR CAMPAIGN DO ?
1) Highlight dangers of binge drinking to reduce excessive alcohol
misuse related incidents.
2) Raise awareness of aggressive conduct which occurs as a
result of binge drinking.
It will include an emotionally moving video of an individual who
has been affected by this.

3. BACKGROUND RESEARCH
Students aged 18 to 26
51% of participants did not believe they were binge drinking.
Not uncommon to witness aggressive conduct.
"Drinking is a significant contributory factor in violent crime and
public disorder every weekend across Greater Manchester."
(AGMA, 2014:online)

4. CAMPAIGN INSPIRATION
AT&T with Summer Break: It Can Wait (Summer Break, 2016)
Click to add text

5. SITUATIONAL ANALYSIS
Socio Cultural
•Drinking culture.
•Drink to escape stress.
Strengths
Connections
Weaknesses
Size of audience
Opportunities
Social media
Threats
Culture

6. RESEARCH QUESTIONS
“How many times have you witnessed aggressive behaviour?”
Alcohol makes people lose inhibitions and increases aggression
(Lee, 2015)
“Why do you drink?”
Youth culture presented as main cause of binge drinking
(Redden, 2008).

7. RESEARCH FINDINGS
•31% 3-5 drinks.
•34% more than 6 drinks.
•80% drink as a social activity.

8. BASIS FOR THE CAMPAIGN
“How many times have you witnessed violent behaviour due to
somebody else under influence of alcohol?”
50% of victims of violent crime claim attacker was under the
influence of alcohol (Manchester City Council, 2017b)

9. PUBLICS
TARGET: Students aged 18-26 that go out in Manchester.
Who faces the problem?
Who recognises the problem?
Who will act on the problem?

10. OVERALL AIM
Improve information and communication of binge-drinking in
order to increase awareness of aggressive behaviour under the
influence of alcohol.

11. OBJECTIVES
STRATEGIC
•Change in behaviour:
30% reduction in the number
of callouts for drunken
aggressive behaviour.
•Change in awareness:
80% increase in the
awareness from individuals
in the focus group.
TACTICAL
•10,000 organic views on our
campaign video.
•2000 shares and 7000 likes
on Facebook and 1000
retweets and 5000 likes on
twitter.

12. STRATEGY
Proactive strategy.
The coordinating factor which will drive the campaign forward.
Leverage the lack of awareness of aggressive conduct as a
result of binge drinking.

13. TOOLS AND TACTICS
‘Myths and
Misunderstandings
around Alcohol’
Quiz.
‘How Healthy Are
You?’ Quiz.
'Think Before You
Overdrink’ Video.
Sharing the video
on social media.
Advertise
campaign poster
Arrange weekly
event at
Manchester Met
Union.
Promotion of
event.
Press releases.

14. TIMESCALE
4 months

15. BUDGET
£50,000

16. EVALUATION
Were the objectives met?
GMP data not immediately available.

17. REFERENCES
• Association of Greater Manchester Authorities (AGMA). (2014) Greater Manchester Alcohol Strategy
2014 - 2017. Publisher details not available. [Online] [Accessed on 9th January 2017]
http://bit.ly/2lncguX
• Lee, J. (2015) Choose Help. [Online][Accessed on 21st January
2017] http://www.choosehelp.co.uk/topics/anger-management/why-does-drinking-release-the-rage-
understand-alcohol-related-anger-and-aggression
• Manchester City Council. (2017b) How Big is the Problem? Alcohol. [Online][Accessed on 7th February
2017] http://www.manchester.gov.uk/info/500230/joint_strategic_needs_assessment/6396/alcohol/2
• Redden, G. (2008) 'The Great British Binge Drinking Debate.' Soundings, 1(39) pp. 117-127.
• Summer Break. (2016) Wait for it... This could save your life. [Online video] [Accessed on 9th January
2017] http://bit.ly/2lnWO1o