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Social Marketing – Reducing Harmful Effects of Alcohol Misuse

Our brief was to support the delivery of a social marketing programme on behalf of a partnership consisting of stakeholders which included NHS Tayside, Angus Council and Tayside Police. This programme was to reduce the harmful effects of alcohol consumption in two rural Scottish towns.  The UNI teamReducing Alcohol Misuse supported the project across its lifetime.

Activities included: stakeholder mapping and analysis, use of learning workshops to scope, map networks and engage stakeholders – including community members.  Design workshops and training took place with young people to develop confidence and skills in research.  500 surveys were carried out across local schools, 20 community researchers trained in peer to peer interviews and focus groups/creative design workshops held.

Target audiences segmented into:

•  Older People using alcohol for pain relief. 
•  Moderate to heavy drinkers
•  Parents and carers of young children
•  Young women and young men aged 14 – 16 and 17 year olds

A range of social marketing advertising approaches and new services were developed.

Outcomes:

•  Development of range of targeted social marketing interventions.
•  Establishment of teams of 20 people engaging in social marketing
•  Development of new young person’s service  (Friday Nite Project),
•  Increases in media placement
•  2500 information packs distributed to local businesses
•  Development of new partnership forum to coordinate approach
•  15 awareness events held
•  Creation of new forums between young people and services.

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