The document discusses a campaign called "Have a drink but stay smart" aimed at reducing alcohol abuse among teenagers in Glasgow, Scotland. Glasgow has high rates of underage and binge drinking. The campaign's goal is to educate teenagers on responsible alcohol consumption through school programs and social media messages. It aims to decrease alcohol poisoning, hospitalizations, and police interventions among Glasgow's youth. The campaign focuses on teenagers because they are easier to educate than adults and preventing issues is better than changing behaviors later. The message is that drinking can be enjoyed in moderation rather than becoming dependent.

1. Silvia Chiesa, Federica Falso, Mona Hassan,
Iacopo Luzi, Valentina Vittori

2. IMPORTANT DATAS
Scotland
72% of men and 58% of women in Scotland drink regularly
Scotland has the highest death rates from alcohol-related liver cirrhosis in Western Europe.
Glasgow
General:
Number of death rates due to cirrhosis has doubled over the past 10 years
Approx. 13,650 problem alcohol users - 20% women and 80% men
10,000 children have an alcoholic father and around 3,600 have an alcoholic mother
In 2005/6, there were 36 hospital admissions for alcohol-related issues.
400 people died last year due to alcohol poisoning, 70 people committed suicide influenced by alcohol

3. Women:
Increase of women with drinking problem
Women drink on average over 2 times the recommended maximum
Women from Glasgow City reported drinking significantly more than women
from other Scottish cities
Teenagers:
Increase in the number of teenage alcoholics
16 to 24 year olds drink most heavily compared with other adults in Scotland
Young people who reported drinking around a third of 13 year-olds and
almost half of 15 year-olds said they had binged on alcohol in the previous
week

4. Against our campaign:
Scottish drinking tradition
Alcohol industry
Alcohol suppliers
Supporters of our campaign:
Families
NGOs
Police
Hospitals
Schools and Universities
Religious Institutions

5. Stakeholder Analysis
Local Authority :
 Police
 Mayor and the Public Administration
Families (mothers, fathers, teenagers)
Glasgow community
Institutions ( schools, health and religious institutions)
NGO’S
Alcoholics
Alcohol suppliers and alcohol industries
Local Media

6. INTEREST
LOW
HIGH INTEREST
LOW
Keep informed:
Families ,Glasgow
Disregard:
Community, Alcohol
Suppliers and
Alcoholics industries, institutions
, NGO’S
POWER
Keep satisfied: Key Stakeholder:
Alcohol suppliers and local authorities and
industries local media
HIGH POWER
HIGH
HIGH

7.  Reduce the number of violent mothers
 “Protect your child” campaign
 Reduce the number of women who drink & drive
 “Drink or Drive” campaign
 Reduce the number of suicides influenced by alcohol
 “Choose life” campaign
 Reduce the number of teenagers abusing alcohol
 “Have a drink but stay smart” campaign

8. Why “Have some drinks but stay smart” campaign?
Greater future impact
Adolescents are the future Glasgow grown up
Easier to educate teenagers than adults
Easier to prevent than change a wrong behavior
More fast channels of communication to spread out our message

9. Reduce alcohol
abuse
Overall Goal
Reduce the number of Reduce the number of teenager end
teenagers abusing alcohol up in the hospital due to alcohol
poisoning;
Specific Goal Decrease police interventions
Intermediate results
Sensibilization and
education campaigns Obligatory attendance of
university courses held by red
cross volunteer about alcohol
Activities issues
Forecast Goal

10. STRATEGY
Public
 Public events
 Non-alcohol party with celebrities
 Information point at hospitals
 Advertising on billboards
 Collaboration with NGO’s such as MADD
Social Media
 Viral messages via Social Media
School & University
 Education at schools and universities in collaboration with
STRADA
 Education at driving schools through a partnership with AUTO-
STOP “DRINK OR DRIVE” Campaign:
 Strategic exchange between countries – teaching program about
alcohol issue in Dalekii Krai’s driving schools

11. Loss of self-control:
 Male: Violence among teenagers
 Female: Sexual harassment
You can drink controlling yourself
Alcohol should be a pleasure not a dependence
 “Have a drink but stay smart”

12. Have a drink but stay SMART

15. “Have a drink but stay smart”:
A campaign to reduce Glasgow’s young citizens from the dangers of alcohol
abuse
Glasgow: Everyday after school Mark goes to the supermarket and buys something for himself. But it is not a
candy or a coke: it is a bottle of wine. Mark is 18 years old and he is an alcoholic. His situation is not
strange, because as Mark, a lot of his peers are in the same condition and every single day the number is
increasing.According to data published by the Glasgow local healthcare department, 72% of men and 58% of
women in Scotland drink regularly, with 63% of men and 57% of women exceeding the recommended maximum
daily amount, but another data is more frightening: 16 to 24 year olds drink most heavily compared with
adults, especially in Glasgow.Three-quarters of 16 year olds in Glasgow report that they have previously had an
alcoholic drink, a proportion which is higher than the Scottish average. Of the 18 year olds who have had an
alcoholic drink before, 35% have been drunk more than 10 times, a notably higher proportion than in other
Scottish cities.
Nowadays Scotland has the highest death rates from alcohol-related illness, as liver cirrhosis, and among the
young people the alcoholism problem is becoming worse. Therefore action has to be taken: sensitize and educate
Glasgow’s youth about their alcohol consumption. This is the goal of Alcohol Concern, an alliance between the UK
National Health Service and a network of non-profit organizations focused on the prevention and treatment of
alcoholism. Its mission is to reduce the number of alcohols abuses, increase the range and quality of services
available to people with alcohol-related problems, decrease the ambulance interventions and the number of
people who end up in the hospital due to alcohol poisoning.Alcohol Concern does not only talk about the existing
alcohol problems, it addresses the issue with a concrete campaign focussing on Glasgow’s young citizens. There
are a lot of reasons why Alcohol Concern has to focuses first on young people: they are easier to educate than
adults and they are the future population of Glasgow; in addition, it is easier to prevent than change a wrong
behaviour, but we have to start sensitizing teenagers since young age to obtain concrete results. In
addition, sensitize young people about this topic could be useful to sensitize even their parents and convince them
to decrease their behaviour.Alcohol Concern is aware that Scotland is a country with a strong and old alcohol
consumption tradition and a campaign with a strong key message such as: “Stop drinking!!!” , wouldn’t be
useful.The real key message that Alcohol Concern wants to spread is another one: “It is possible to drink but keep