Alcohol and the Media. Overview The news Advertising Television Social Marketing.

Alcohol and the Media

Overview

• The news• Advertising• Television• Social Marketing

THE NEWS

Harrogate – local news• Alcohol and depression• Alcohol 'major cause of

dementia• Under 18s alcohol mis-use

clamp down in Tadcaster• Drug rehab clinic for Harrogate• Young people and issues of dri

nk• Jail your friends at Harrogate c

ourt

• 'Slob lifestyle' cancer claim• Liver cancer on the rise• Drink while collecting plants

costs licence

National News...• Police guidance on locking up drun

ks• Ian Cowie: The HMRC figures show

taxes will have to rise • Should wine lovers follow governm

ent guidelines on drinking? ...• The BMA should not try to have alc

ohol advertising banned ...• Should sports sponsorship deal be r

egulated?• The appalling health hazards of uni,

by The Guardian• Great North Run: new man on a na

tural high

• Labour ministers accused of being 'soft' on alcohol warnings

• Alcohol industry blasted over 'irresponsibly' low prices and lack of labelling on drinks

• Afghan alcohol ban after Nato staff were 'too hungover' to give explanation for airstrike that killed 70 civilians

• Muslims refuse to use alcohol-based hand gels over religious beliefs

• Ban alcohol advertising and introduce minimum price for drinks, demand doctors

ADVERTISING

The link to wider social norms

10 most appealing beverages – selected by young people (12-16 yrs)

in 2006

http://www.stap.nl/elsa/elsa_project/deliverables.html

Top adverts (ELSA report)WKD – ‘Have you got a WKD side?’ Guinness – Rhythm of Life campaign Strongbow – Arrows TV campaign Fosters Twist Fosters Extra Cold – You Wouldn’t Want a Warm Beer, Would You? Carling – Birds Flying adverts Budweiser World Cup 2006 campaignFrogs campaign Smirnoff Lambrini – ‘Girls Just Wanna Have Fun’ series Stella Artois - the Priests Skating on Ice ad, attached.

http://www.stap.nl/elsa/elsa_project/deliverables.html

Guinness the rhythm of life (thanks to you tube!)

And more...

Current Advertising Restrictions• Since 1996, the alcohol industry’s Portman Group has

operated a voluntary code of practice regulating the marketing of alcoholic drinks with particular reference to young people. This covers the naming, packaging and promotion of alcoholic drinks, but not advertising.

• On 1 November 2004, the Advertising Standards Authority assumed responsibility for all advertising standards and consumer complaints, both broadcast and non-broadcast.

• As a result of a voluntary agreement between the manufacturers and the TV companies in 1965, spirits were not advertised on commercial television. This agreement was abandoned with effect from June 1995.

• Recent closed consultation on the selling of alcohol

call for action - promotionThe BMA recommend that the UK Governments should:•Enforce a comprehensive ban on all alcohol marketing communications•Audit the market, and consider ways to prohibit any products that either appeal to young people more than adults, or are particularly associated with problematic drinking•Introduce a compulsory levy on the alcohol industry to fund an independent public health body to oversee alcohol related research, health promotion and policy advice. The levy should be set as a proportion of current expenditure on alcohol marketing, index linked in future years.

TV programme – a case example

• Can reach 11.4 million people• Centres around a dyfunctional / functional

family• Has a least on dependent alcohol user

frequently depicted• Father is a frequent alcohol user

Who am I?

Alcohol Quotes• Homer: "Son, when you participate in sporting events, it's not whether you win or lose: it's how

drunk you get.“Homer: Got any of that beer that has candy floating in it? You know, Skittlebrau?

• Barney: “Ah that's just drunk talk, sweet beautiful drunk talk.” • Lenny: “Wow, I never seen you have so many lunch beers before, Homer.” • Royce Lumpkin: “I better whisky up these corn flakes.“• Homer: “Well, this time I'm drunk on love... and beer. “• Umpire: “You can't leave first until you chug a beer, any man scoring has to chug a beer, you have

to chug a beer at the top of all odd numbered innings. Oh and the fourth inning is the beer inning.” Chief Wiggum: “Hey, we know how to play softball.”Lenny: Mmmm. Alcohol and night swimming. It's a winning combination!

• Lenny: He had three beers at lunch. That would make anybody sleepy • Homer: Marge, I'm going to Moe's. Send the kids to the neighbors, I'm coming back loaded.• Homer: ”Remember when I took that home wine making course and I forgot how to drive? Marge:

“That's because you were drunk!” Homer: “And how.” • Homer : When I was seventeen, I drank some very good beer, I drank some very good beer that I

purchased with a fake ID, my name was Brian McGee, I stayed up listening to Queen. When I was seventeen.

• Homer: “Homer no function beer well without.”• Homer: “To alcohol, the cause of and solution to all life's problems. “

SOCIAL MARKETING

Social marketing ‘customer triangle’Social marketing ‘customer triangle’A simple device for highlighting some of the key features of social marketing

With the ‘customer’ at the centre

or

citizen consumer

client patient person service

user

etc

http://www.alcohollearningcentre.org.uk/Topics/Browse/Conferences/?parent=5129&child=5126

The 4 primary ways to influence behaviour

CONTROL

EXCHANGE

EDU

CATE DESIG

N

CONTROL….

DESIGN…

EXCHANGE…

EDUCATE…

2: CUSTOMER UNDERSTANDING / RESEARCH

1: BEHAVIOUR & BEHAVIOURAL GOALS

4: ‘INSIGHT’

5: ‘EXCHANGE’

6: ‘COMPETITION’

7: SEGMENTATION

Key attributes of Social Marketing

3: THEORY BASED & INFORMED

8: INTERVENTION & MARKETING MIX

What support is available now?

• Alcohol Learning Centre – knowledge hub (www.alcohollearningcentre.org.uk)

• Collateral– Materials for healthcare professionals– Materials for patients – Self help materials (via the drinkcheck website)

• Support from Forster – To help signpost and provide guidance on the social

marketing programme

• National segmentation to support the commissioning of clinical and service changes