An overview of our campaign, aimed at 18-24 year olds who go out to get drunk in the night-time economy. Delivered by Rommel Moseley, Director, Business Development & Partnerships.

1. 11
Drunken Nights Out:
Insights & Partnerships
Rommel Moseley

2. From Concept to Crew: What is a Drunken Night Out
Campaign & Intervention: 2 simultaneous approaches
Our Partnership Approach: Key Stakeholders
The Future: Expansion & Evaluation
Q&A
2
Overview of Content

3. 3
“
”
What role could and should
Drinkaware play in reducing
the harms and costs
associated with drunken
nights out?
3

4. 44
What is a Drunken Night Out?
Behaviours & Rituals

5. 5
“
”
Say if you take heroin,or things like that,you go
down a really slippery slope,and it really ends
up bad,the majority of the time.
But then you think: people have gone through
their whole lives, with drinking, and it’s
normal.
It’s a very normal thing to do, isn’t it? [f]
5

6. 6
defined in a specific CONTEXT…
A package of behaviours
Takes place at a specific time of
day and time of the weekTemporal
Not something people do on their
own, but in groups of friends –
groups in part defined by the fact
they go on drunken nights out
together
Social
Different social rules apply,
requiring and permitting
behaviour that is not required
or permitted in other contexts
Normative
Focused in night-time
economy venues, though
the night out (and the
drinking) starts at home
Physical
6

7. 7
by rituals…
7
…structured
Preparation Rituals
Drinking games
Ritual Routes
Shots & games
Dancing
Closing Rituals
Side Loading

8. by NORMS
Required drunkenness
Clothing and display rules
Friendship group rules
Social permissions
Forbidden behaviours
8
… and governed

9. 9
of drunkenness
Two norms
Context provides social
permission to drink
Being drunk is an ALLOWED
CONSEQUENCE of
participation
Context creates social
requirement to be drunk
Being drunk is a NECESSARY
CONDITION of participation
9

10. 10
mechanisms
Drinks as ethanol-delivery
10
“
It’s kind of like a get drunk quick sort of
thing. Like, if we haven’t got much time to go
out, if we’re going out and we haven’t got
much time we’re like,right, let’s play a
drinking game quick, quickly. [f]
I don’t like drinking with food. […] I don’t
really see the point in drinking if you’re not
going to get drunk, if you see what I mean. I do
enjoy drinking but I prefer a cup of coke than
a cup of beer,like, with my food. [f]
I don’t remember ever savouring drinks or
having a particular taste favourite: the
objective was to get drunk. [m]

11. Why have Drunken Night Out?

12. 12
the offer?
What is
with
strangers
Adventures
Group
bonding
with
friends
Story creation / ‘memory making’
Escape from norms of everyday life
MORE
EXTREME
INTERACTIONS
12

13. 1313
Why get so drunk?
Research Insights

14. 14
“ I’ve been out once or twice sober. It just
didn’t make sense.
I was out and everyone… I was being a bit
judge… not judgmental so much,but there’s
all these drunk people coming up and I’m just,
for god’s sake.
I didn’t have any patience.” [m]
” 14

15. 15
to be drunk?
Why do you need
“DISINHIBITION”
REDUCED REGULATION
SOCIAL PERMISSION
15

16. 1616
Campaign Intervention
2 simultaneous approaches

17. 1 2
approaches
An on-the-ground behaviour
change intervention called
Drinkaware Crew
An awareness raising
advertising campaign which
cover Nottingham, North West
and South West
17
Two simultaneous

18. Crew
Reduce incidents of harassment
 By protecting vulnerable young people
 By creating the sense of a bar that looks after its
customers
 By identifying and dealing with challenges
before they escalate
Help victims of sexual harassment
 By talking to them and helping them find
appropriate help
Drinkaware
18

19. 1919
Advertising Creative
Wouldn’t Shouldn’t

20. 2020

21. 21
#GropeFreeNights
21
Social Media Activations 2015

22. 57% of the target audience (18-24) have seen at least one element of the campaign
Increase in people talking about the issue: Up from 27% to 34%
Evidence of attitudinal shift:‘if it’s groping when sober, its groping when drunk’ – those
agreeing up from 77% to 83%
Shift in witnessed behaviours: seeing someone grinding against a person they didn’t know in
a club – down from 58% to 46%
22
North West Advertising Evaluation
Results at the End of Year 1
1
2
3
4

23. 2323
Partnership Approach
Key Stakeholders

24. 24
Current Locations
24
Drinkaware Crew

25. 2525
Drinkaware Crew 2016
Current Venue Partners

26. In their own words
26
Drinkaware Crew
People come up to us after the second or third night out and
they say “you helped me that time” and it’s really enthusing for
our job that we are making a difference and that people are
aware of what we do and why we are here and they can come
back to us.
We helped a very drunk girl on Saturday.She was
stumbling round outside the club.
She was a very attractive women and as Emma and I
were helping a group of guys attempted to chat her up,
when I asked them to leave us to it one shouted at me
asking why I was 'cockblocking' him,when clearly the
girl was very drunk.
Drinkaware Crew
“
”

27. 2727
The Venues
In their own words….
“Since the Club Hosts have joined the team at the UPSU we
have found ourselves with a lot more time and free man
power to deal with the job in hand.The Club Hosts are a
great asset to the UPSU in making sure we maintain our
Duty of care”.
Axien Security (Plymouth University Union)
“Club Hosts (Crew) have played a big part in ensuring that all
our customers have a safe and enjoyable night and get home
safety.It could be something simple as directions to the nearest
taxi rank,finding lost property or just a shoulder to cry on right
through to dealing with injured customers.This has given the
security teams more time to focus on more serious cases”.
General Manager, Popworld Plymouth

28. What partners say….
It has reduced the burden on security staff and freed them up to do their jobs
Some venues have rejigged their staffing rotas leading to reduce overhead cost
Provided support to their customers e.g emotional support, getting home safely
28
Drinkaware Crew
Nottingham police data suggests there was a 20% reduction in crime rates the nights the
Hosts worked (vs a 12% rise overall in Nottingham bars)
Customers appreciated having Drinkaware Crew present in the venue

29. 2929
The Future
Re-brand, Expansion, Evaluation

30. 3030
Introducing Drinkaware Crew

31. 31
2016: New Areas
31
Expansion of Drinkaware Crew

32. 32
Quantitative Work
32
Our Approach to Evaluation
Quantitative Work:
A longitudinal survey administered to venue customers at three waves:
before, during and at the end of the pilot.
Evaluators:
• Dr Mark Tarrant, Exeter University
Drinkaware Club Host evaluation
• Dr MatthewWood, University of Brighton
Wouldn’t Shouldn’t Campaign Evaluation

33. 33
Qualitative Work & Future Evaluation
33
Qualitative Work:
1. Structured exploratory observations in venues.
2. We have invited customers who are regular attendees at Exeter venues
to take part in an individual face to face interview.
3. Focus groups with Drinkaware Crew
Future Evaluation: Societal Impact Monitoring:
Currently in conversations with local partners to examine how routinely
collected data may be used to assess wider societal impact.

34. 3434
Questions