Elderly man with a medical professional

Encouraging a new target group to drink more sensibly

Taking a social marketing approach, SCW was required to deliver an initial benchmark to measure the effectiveness of the South West Behaviour Change contract on a target group of middle-aged and older drinkers.

The challenge

As part of the South West Behaviour Change contract which was jointly commissioned by 11 local authorities, Public Health Action was tasked with encouraging residents in the region to drink more sensibly.

Taking a social marketing approach, SCW was required to deliver an initial benchmark to measure the effectiveness of the future activity and provide a regionally representative picture of drinking behaviour and attitudes to help develop and target communications materials.

The focus for this insight work was the target group of middle-aged and older drinkers who demonstrate an increasing and a higher risk of drinking.

What we delivered

A quantitative online survey of 500 residents, spread equally across 11 local authorities and weighted by location, age, gender, National Statistics Social Economic Classification and ethnicity was carried out alongside six qualitative focus groups held across the region.

All respondents were increasing / higher risk drinkers and within the target age group of 40-75, structured by gender, age, sex and perceived levels of concerns around behaviour.

The findings were broken down and recommendations given in the following key themes:

  • Regional drinking profile
  • Moderation and problem drinking
  • Health harms
  • Policy support

 

The outcome

The data gathering techniques enabled Public Health Action to provide a set of data and recommendations for the customers and contribute towards planning for future social marketing activity. 

The findings will be used to inform future social marketing activity in the region to raise awareness among this challenging target audience about the dangers of their drinking levels.

Eye-catching infographics were developed to clearly and quickly demonstrate the findings.

The social marketing insight work on alcohol harm that Public Health Action has delivered for us under the South West Behaviour Change Contract has been invaluable in learning more about drinking behaviours in the region and helping us shape our alcohol harm work in the future. Their work has always been of a very high standard and they are customer-focused from beginning to end. Steve Brown, Assistant Director of Public Health, Devon County Council.

 

Key contacts:

 

Kate Knight

Programme Director, Behaviour Change

E-MAIL:

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