campaign

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Drinkaware 2012 Campaign Commitment Welcome

Tuesday 21 February 2012

Chris Sorek Chief Executive

Your involvement in 2012

Mission Mission Help reduce alcohol-related harm to individuals and society by raising awareness, providing information and changing the culture around alcohol. Getting it done • Focus on results-oriented behaviour change campaigns • Provide best-evidenced education/information • Deliver easy-to-access tools and resources • Partner with you to reduce health and social harm

Today’s programme Welcome 2012 campaign strategy

1310

Rebecca Clough, Head of Campaigns and Communications,

Reducing binge-drinking

1320

Emma Healey, Campaign Manager – Young adults Why let good times go bad? campaign

Delaying age of first drink

1400

Rebecca Clough, Head of Campaigns and Communications Your Kids and Alcohol campaign

Break

1430

Refreshments available

Reducing harm among increasing risk drinkers

1445

Eleanor Beaumont, Campaign Manager – Adults Excuses campaign

Opportunities for funders

1515

Paul Hegarty, Industry Stakeholder Manager

Close

1600

Summing up

Rebecca Clough Head of Campaigns and Communication

Campaign strategy for 2012

Context Focused on best ROI 3 core audiences Different: • barriers • approaches • metrics

What we need to address

Young adults Under spotlight Some gains Big challenge

Increasing risk drinkers Nearly 3m adults Health Role models

Parents and young people First unsupervised drink = age 14 Key channels: • Parents • Schools

Collective solutions

Extending our reach National problems Drinkaware’s reach limited Help with: • Spreading our message • Signposting to resources

Going the extra mile

“…the drinks industry, supermarkets, pubs and clubs need to work with government so that responsible drinking becomes a reality and not just a slogan.” David Cameron, 15 Feb 2012

For us to consider Where could you help extend our reach with: • customers and consumers? • staff? • suppliers and partners?

What small action could you take to go the extra mile? How can we make it easy for you?

Emma Healey Campaign Manager – Young Adults

Reducing binge drinking

The challenge

Why let good times go bad? 2009 commitment from the industry to deliver A behaviour change campaign over 5 years to: Tackle the UK binge drinking culture in young adults

Target - £20 million per year “In-kind” media value - £15 million “Paid-for” media value - £5 million

The challenge • 6 million 18-24 year olds in the UK • 38% go out not intending to get drunk, but do anyway • The majority are ‘pre-loading’ at home before going out

What are they drinking? Vodka Cider

Lager Shots

• 21% of young adults are unemployed • University fees are rising

Our approach

Challenging normative beliefs

Good times vs bad times Challenges social desirability and acceptability of drunkenness Provides and encourages adoption of harm minimisation tips and tools Engages through relevant channels

An integrated campaign approach Awareness Public Relations

Outdoor Advertising

Digital / mobile Advertising

Stakeholder

Social

Mobile

Engagement

Retention

2011 results

In Kind Media Values (£m) 30

30

25 20

Industry  Achieved Government  Target

25 Industry  Achieved Government  Target

30 Industry  Achieved

20

25 20

£33.5 million 15

15

Government  Target

15

10

10

10

5

5

5

2009

2010

2011

What have we achieved so far? Strong campaign engagement - 27% recall Almost 10,000 downloads of the mobile app 82% could personally relate to the campaign 66% agreed it clearly communicated ‘drinking too much alcohol can ruin a good night’ 56% said it would ‘make them consider drinking differently’ 8 out of 10 adopted the tips

2012 plans

Times to engage in 2012 Opposites Attract

Money Hangovers

How alcohol affects relationships with the opposite sex

Demonstrate the financial impact of alcohol Contextualising the cost

Feb - March

April - July

Sep - October

Nov – Dec

m It! Losing

State vs Status

Consequences of drunkenness –loss of social status and material goods.

Demonstrate that drunkenness is not cool using real life case studies.

How can you support the campaign?

Assets available Logos and guidelines Posters / adverts

Off trade Articles / content On trade

Asset site

Some inspiration …

Sponsorship

Packaging

TV End Frames Intranet / Internet Logos

Logo on advertising

Facebook and Twitter amplification

Digital advertising

Marketing materials

NUS support Homepage takeover Mail outs

Microsite on NUS Connect

Facebook and twitter

Bringing the tips to life… …going the extra mile

Partnership Asda and Diageo – ‘Unitversity’

Diageo New Year’s Eve – TFL campaign

Beverage Brands

Beverage Brands internal activity Claire Fowler Corporate Affairs Manager Beverage Brands UK Ltd Tel: 01452 378555 www.beverage-brands.co.uk www.drinkaware.co.uk Beverage Brands UK Ltd is a member of the Portman Group.

Beverage Brands external activity

Rebecca Clough Head of Campaigns and Communication

Delaying the age of first drink

The challenge

The issue • First unsupervised drink = age 14 • Later start drinking, less likely to be increasing risk drinker • Kids’ attitudes change: key window 10/11

Our approach

Delaying age of first drink Parents • Biggest influence on attitudes • Biggest alcohol suppliers • ABC1 women (65% children talk to mother first) Schools • In:tuition life skills education programme • Pilot 2012

Parent campaign aims • Encourage parents to talk about risks before kids start drinking • Support parents to maintain dialogue throughout teenage years • Help parents understand influence of own drinking and attitudes

Insights and implications Insight

Implication

Issue not front of mind

Need to: • Interrupt • Prompt self-evaluation

Confusion over the right approach

Provide clear guidance

Parents listen to other parents

Peer to peer crucial

Inevitable their children will drink

Challenge this with facts

Key events when more receptive

Spike activity around key moments

2011/2012 campaign Awareness Digital banner advertising

Engagement Interactive video

Browsing online

PR

drinkaware.co.uk/pare nts

Sharing

Prompting parents

Peer to peer influence

Recommendations and reviews

Debate

Providing clear guidance

2011 results

Response to date 287,000 watched interactive video (Oct-Feb) 3,000 shared with other parents/friends 35,000 parents leaflets ordered

Campaign response • Mums less certain about knowledge • After seeing campaign: • 44% talked with their child • 44% discussed the issues with partner • 20% agreed they would not allow child to drink before 16

Drinkaware is providing right support

2012 plans

2012 plans ‘Always on’ with spikes around key moments of anxiety

New Year

Find out secondary school application

End of term/ summer holidays

Starting secondary Schools

Advertising PR Partnerships Search Website development

Apply to secondary Schools

Christmas

Working with you Aiming for 1m video plays – help us get there! Easy ways to show your support: • Video and digital banners on website and intranet • Feature stories: •Customer magazine •Staff newsletter •Website • Tweet and share video • Parents leaflet

Coffee break

Eleanor Beaumont Campaign Manager – Adults

Reducing harm among increasing risk drinkers

The challenge

‘Increasing risk’ drinkers • 2.9 million drinking to ‘Increasing Risk’ levels • 41% do not realise they are drinking over the daily unit guidelines • Increases risk of health harms

Audience profile • 30-45 year old, ABC1 ‘increasing risk’ drinkers • Drink mostly wine and beer (men) at home to unwind • Understanding of daily guidelines and units in drinks is patchy • 8 in 10 don’t consciously think about how much they’re drinking

Our approach

‘Excuses’ campaign Aim: Decrease the number of adults drinking over the daily unit guidelines • Provide facts about the impact of their drinking • Educate on units and calories in drinks • Empower them to take control of their drinking

An integrated campaign approach Awareness

Engagement

Retention

Public Relations

Advertising

Web

Social

Customer relationship management

Complimentary activity

MyDrinkaware 122,000 registrations to MyDrinkaware What does MyDrinkaware do? • Market leading drinks tracker • Shows drinks in units, calories and spend • Personalised tips and feedback • Supports users to cut down

2011 results

Engagement and behaviour change Active users reduced their consumption from 5 to 3.9 units per day • 83% agreed it ‘made them think about how much they were drinking’ • 79% agreed it ‘made them want to track how much they were drinking’ • 75% ‘could personally relate to the excuses’

2012 plans

Timings and rationale 2012 • January New year’s resolutions “pushing on an open door” • February - April Personal pledges made at Lent • End of Summer Following summer, habitual routines return • October/November Cocooning sets in: shorter days, at-home drinking more prevalent

Target 200,000 new acquisitions to MyDrinkaware in 2012

Help us take ‘Excuses’ to a new level Uses excuses creative to connect with audience and drive to MyDrinkaware • Flavour of tool in banner

• Easy to integrate • Consumer website, intranet and Facebook

Print assets Publication advert: • Available as a single or double page advert • Suitable for customer and employee magazines Feature stories: • Alcohol and your body • Another big night in • Love wine hate waste • How much do you really know about alcohol?

Offline tools

Drinkaware Instore Event 6th – 7th January 2012

•We sampled our 5% Taste the Difference Brachetto d'Acqui wine along with Diageo pre-mixed cans and Heineken bottled beer. •We gave out 60,000 unit wheels to our Sainsbury’s customers and over 150,000 to our store colleagues.

148 Sainsbury’s Stores

Thank you

Paul Hegarty Industry Stakeholder Relationship Manager

Raising the bar in 2012

Punching above their weight Producers

On Trade

Off Trade

Accolade Beverage Brands First Drinks Maxxium Tennents

Everards Fullers Marstons Spirit Young’s

Asda Bargain Booze Co-op Majestic Spar

Adjusted for scale by dividing “in kind media value” by annual Drinkaware contribution

Finding new opportunities • • • • •

Football – Molson Coors, Tennents In store – Asda, Co-op, Sainsbury’s, Spar New Years Eve – Diageo Music festivals – Carlsberg Partnerships – Asda, Diageo, Heineken, Sainsbury’s • Rugby – Diageo • Students – Aston Manor, Beverage Brands

“…the drinks industry, supermarkets, pubs and clubs need to work with government so that responsible drinking becomes a reality and not just a slogan.” David Cameron, Feb 2012

Nudge Nudge…. Government’s favourite social marketing technique: • Pension sign up • Organ donation How could it apply to alcohol? • Lowering alcohol content • Smaller serving sizes • Water/soft drinks • Food deals • Putting lower alcohol brands at eye level

But without ….

Reducing people’s enjoyment…or your profits

‘Energiser’ Tactics posted around the room showing the different ways that you can support our campaigns •

Put green stickers on activities that will be easy to support

•

And a red sticker on any activity that might be too difficult

Discussion groups Split into three groups • Feedback on the campaigns • Which activities most suit your company’s brand and outlets? • Ideas on how to go the extra mile

Paul Hegarty Industry Stakeholder Manager, Drinkaware

Thoughts into actions, what happens next?

Next Steps Thank you! You delivered over £26m in-kind support for ‘Why let good times go bad?’ in 2011 Extending this to all three campaign platforms in 2012. • Parents and Young People • Why Let Good Times Go Bad? • Adults Our ambition is to achieve £50m in-kind support for Drinkaware in 2012 Account managers appointed – a one stop shop to make it easier for you to be involved

Networking We’re happy to answer any further questions