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What Works! A generational social marketing approach to changing alcohol consumption patterns Presented by Noel Turnbull
The Impetus for Social Marketing ,[object Object],[object Object],Source: Berridge History Today August 2007
A Philosophical Viewpoint ,[object Object],Source: The Economist April 8 2006
What is Social Marketing? ,[object Object],[object Object],Source: Social marketing presentation to DHAC 1999
The Andreason Model ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Alan Andreason Marketing Social Change 1995 ACT THINK SEE REINFORCE
The Role of Fear LET’S TALK Let’s Talk, Canada AIDS campaign Truth , the Florida anti-smoking campaign Grim Reaper TAC road safety Snake condoms
Alcohol and Fear ,[object Object]
 
 
 
 
 
 
 
 
 
 
 
 
Alcohol Consumption in Australia Sources: WHO, 2005; ABS 2005; NAIP= Chikritzhs et. al. 2003; WARC, 2005 Per capita alcohol consumption in Australia, various source, 1989 to 2003
Alcohol Consumption Patterns Drinking at risky/high risk of harm in the long term by age and year, proportion of the population aged 14+ years, Australia, 2007 Source: Australian Institute of Health and Welfare 2008
Parents are Admired % 10-17 year olds Spontaneous Top Three Most Admired People Source: Quantum Research 66% 52% 22 20 14 8 7 5 5 2 1 My mother My father Siblings My friend Grandparent Aunt Other sports person Teacher Other relative My parents Michael Jordon
Parents are ‘Real’ and Trusted Source: Quantum Research A lot Some % 10-17 year olds 22% 25 28 31 29 38 49 54 52 75% 73 68 65 64 54 45 35 37 11 2% 2 3 4 7 8 6 11 Parents Fire Fighters Doctors Nurses Police Teachers Friends Govt Help Lines Charity Orgs Level of confidence in different institutions/people A lot Little/ None Some
Summary of Life Stages and Targeting Source: Quantum Research Receptive to messages Perception of risk / harms Primary role of drinking Defining attitudes Parent as role model / Lead by example  Adult conversation Seen social consequences of heavy drinking – divorce, career, health Relax and sociable More time for me Legacy / imparting knowledge  Older Families Health consequences heightened Less ability to bounce back after session Personal health - looks, weight Negligible Keep in check to accomplish all I need to do Negligible Social  Relax De-stress Kick back Party hard Experiment Social cohesion Health intermediaries (GP’s) critical influencers in making choices Responsible parent Give me permission to ‘have a quiet one’ Give me permission to ‘have a quiet one’ Ground up / grass roots My time My choices Responsibility Good parent Socialise  Finding self Fun Freedom / Explore Empty nesters / early retirees Younger Families Older singles / couples Young singles
Why Parents as Campaign Targets? ,[object Object],[object Object],[object Object],[object Object]
Alcohol and Parents: the Rationale for Targeting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Generational Change:  Parents’ Influence on the Next Generation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Re-framing Parents’ Drinking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Outcome
Outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Quantum Research
What Next? ,[object Object],[object Object],[object Object],[object Object]

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What works in alcohol social marketing slides

  • 1. What Works! A generational social marketing approach to changing alcohol consumption patterns Presented by Noel Turnbull
  • 2.
  • 3.
  • 4.
  • 5.
  • 6. The Role of Fear LET’S TALK Let’s Talk, Canada AIDS campaign Truth , the Florida anti-smoking campaign Grim Reaper TAC road safety Snake condoms
  • 7.
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12.  
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17.  
  • 18.  
  • 19.  
  • 20. Alcohol Consumption in Australia Sources: WHO, 2005; ABS 2005; NAIP= Chikritzhs et. al. 2003; WARC, 2005 Per capita alcohol consumption in Australia, various source, 1989 to 2003
  • 21. Alcohol Consumption Patterns Drinking at risky/high risk of harm in the long term by age and year, proportion of the population aged 14+ years, Australia, 2007 Source: Australian Institute of Health and Welfare 2008
  • 22. Parents are Admired % 10-17 year olds Spontaneous Top Three Most Admired People Source: Quantum Research 66% 52% 22 20 14 8 7 5 5 2 1 My mother My father Siblings My friend Grandparent Aunt Other sports person Teacher Other relative My parents Michael Jordon
  • 23. Parents are ‘Real’ and Trusted Source: Quantum Research A lot Some % 10-17 year olds 22% 25 28 31 29 38 49 54 52 75% 73 68 65 64 54 45 35 37 11 2% 2 3 4 7 8 6 11 Parents Fire Fighters Doctors Nurses Police Teachers Friends Govt Help Lines Charity Orgs Level of confidence in different institutions/people A lot Little/ None Some
  • 24. Summary of Life Stages and Targeting Source: Quantum Research Receptive to messages Perception of risk / harms Primary role of drinking Defining attitudes Parent as role model / Lead by example Adult conversation Seen social consequences of heavy drinking – divorce, career, health Relax and sociable More time for me Legacy / imparting knowledge Older Families Health consequences heightened Less ability to bounce back after session Personal health - looks, weight Negligible Keep in check to accomplish all I need to do Negligible Social Relax De-stress Kick back Party hard Experiment Social cohesion Health intermediaries (GP’s) critical influencers in making choices Responsible parent Give me permission to ‘have a quiet one’ Give me permission to ‘have a quiet one’ Ground up / grass roots My time My choices Responsibility Good parent Socialise Finding self Fun Freedom / Explore Empty nesters / early retirees Younger Families Older singles / couples Young singles
  • 25.
  • 26.
  • 27.
  • 28.
  • 30.
  • 31.

Editor's Notes

  1. There are now at least four different estimates published from four different sources using four different methodologies (see Figure 1). The main reasons for differences between estimates relate to the source of the primary data and assumptions about the drinking population. For instance, while both the World Advertising Research Centre’s (WARC) and Australian Bureau of Statistics (ABS) estimates are derived using the same source data of total litres of pure alcohol consumed each year, the WARC estimates are derived using the total population of Australia, while the ABS estimates are derived using the population aged 15 years and over. The result is that the WARC estimates are likely to be a significant underestimate of per capita alcohol consumption in Australia. However, it must still be emphasised that the estimates from the ABS, the National Alcohol Indicators Project (NAIP), and the WHO are also likely to contain some inaccuracies.
  2. While almost half (48.3%) of the Australian population drink at low risk levels, one in five Australians (20.4%) drink at short-term risky/high risk levels at least once a month. This pattern of drinking is the equivalent of consuming seven or more standard drinks on any one day for males, and consuming five or more standard drinks on any one day for females (as defined by, the 2001 Australia Alcohol Guidelines. The new 2007 guidelines has changed substantially since). As Figure 2 shows, this type of drinking pattern is most prevalent among adults aged 20–29 years, one-quarter (24.9%) of whom do so on at least a monthly basis. Overall, Australian males are more likely than females to drink at short-term risky/high-risk levels on regular (at least once a month) occasions (17.1% of females compared to 23.6% of males). However, among teenagers, females are more likely than males to regularly drink at levels of risky/high-risk of harm in the short term: 28.3% of female teenagers compared to 24.5% of male teenagers. Between 2001 and 2007 there were only slight changes in the prevalence of drinking at risky/high risk of harm in the short term across the age groups (AIHW, 2008).