What Works!

A generational social marketing approach to changing alcohol

consumption patterns

Presented by Noel Turnbull

The Impetus for Social Marketing

“We are dealing with a different social situation. The 19th Century epidemics, bred in poverty and malnutrition, arose

from the failures of the social system… It is (now) becoming clear that in the modification of personal

behaviour, of diet, smoking, physical exercise and the rest…the responsibility of the individual for his (sic) own

health will be far greater than formerly. It will not be possible to impose from without (as drains were built) the

new norms of behaviour better serving the needs of middle and old age. They will come about in a new kind of

partnership between community and individual.” Dr Jerry Morris British Social Medicine Unit.

Source: Berridge History Today August 2007

A Philosophical Viewpoint

“Giving Ulysses the rope with which to lash himself to the mast adds to his choice.” (In contrast do we

want to regard) “reasoning, judgement, discrimination and self-control… as burdens the

state can and should lighten.”

Source: The Economist April 8 2006

What is Social Marketing?

“Social marketing is the application of marketing principles, the marketing process and marketing

tools to further a social goal. Marketing is not inherently good or bad but value neutral and social

marketing must be research-driven, focus on audiences, experts, intermediaries, and the

behavioural sciences.”Dr Ed Maibach

Source: Social marketing presentation to DHAC 1999

The Andreason Model

A four stage model:

1. Pre-contemplation in which people become aware of an issue

2. Contemplation when they start to think about the issue and for attitudes

3. Moving to action

4. Programs which reinforce and maintain changed behaviour

Source: Alan Andreason Marketing Social Change 1995

ACT

THINK

SEE

REINFORCE

The Role of Fear

Truth, the Floridaanti-smoking campaign

Grim ReaperTAC road safety

Snake condoms

LET’STALK

Let’s Talk,Canada

AIDS campaign

Alcohol and Fear

Shanahan and Elliott Review of public information campaigns – addressing youth risk-taking (2000) for the National Youth Affairs Research Scheme

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

66%

52%22

20

14

8

7

5

5

2

1

My mother

My fatherSiblings

My friend

Grandparent

Aunt

Other sports person

Teacher

Other relative

My parents

Michael Jordon

Parents are Admired

% 10-17 year oldsSpontaneous

Top Three Most Admired People

Source: Quantum Research

Parents are ‘Real’ and Trusted

Source: Quantum Research

A lot

Some

% 10-17 year olds

22% 25 28 31 2938

49 54 52

75% 73 68 65 64 5445 35 37

112% 2 3 4 7 8 611

Parents FireFighters

Doctors Nurses Police Teachers Friends Govt HelpLines

CharityOrgs

Level of confidence in different institutions/people

A lot

Little/None

Some

Summary of Life Stages and Targeting

Young singlesOlder singles /

couplesYounger Families Older Families

Empty nesters / early retirees

Defining attitudesFun

Freedom / Explore

Socialise

Finding self

Responsibility

Good parent

More time for me

Legacy / imparting knowledge

My time

My choices

Primary role of drinking

Experiment

Social cohesion

Kick back

Party hard

Relax

De-stressRelax and sociable Social

Perception of risk / harms Negligible

Negligible

Keep in check to accomplish all I need

to do

Less ability to bounce back after session

Personal health - looks, weight

Seen social consequences of heavy drinking – divorce, career,

health

Health consequences heightened

Receptive to messages

Give me permission to ‘have a quiet one’

Ground up / grass roots

Give me permission to ‘have a quiet one’

Responsible parentParent as role

model / Lead by example

Adult conversation

Health intermediaries (GP’s) critical

influencers in making choices

Source: Quantum Research

Why Parents as Campaign Targets?

Whilst all life stage segments are potential audiences to alcohol–moderation/education messages, some are more receptive than others – due mainly to life stage issues/ need states

Parents represent a life stage that can allow great leverage – both in terms of their own drinking behaviour as well as influencing the behaviour of their children

An impact on their behaviour will span generations Looking for generational change – not change next week

Alcohol and Parents: the Rationale for Targeting In terms of their age and life stage they represent both a group taking on the

responsibility of parenting as well as those with teenage children that are starting to see the ‘finish line’ but still facing a number of life challenges and needing to achieve goals…

– Personal career– Personal health– Achieving personal / shared dreams (inventory of things to do / achieve)– Seeing children through school into adulthood– Security and dependability

Alcohol remains a key part of their lives – particularly in terms of interpersonal/ social connectedness

However have heightened respect for alcohol from exposure to the problems of excessive alcohol consumption

Our AustraliaSCAN research has identified that parents are seeking out advice on how to be ‘good’/ ‘responsible’ parents and are attuned to messages that allow them to be better parents

Generational Change: Parents’ Influence on the Next Generation Parents fulfil many roles to their children as want to be friend, mate, confidante and

advisor – to pass on the lessons learnt – to guide, influence and protect Children learn from their parents and model their behaviour on positive role models Previous research has identified that children admire their parents over and above

any celebrities or others in our community – parents as role models, therefore, cannot be underestimated (Australian Childhood Foundation)

– YouthSCAN will further confirm this research In this context – connecting with parents about making better choices around alcohol

will directly influence their children – so they will be able to provide a positive example so young are not ‘self taught’ drinkers through binges with peers and family BBQ’s where parents are drinking heavily

– Parents as demonstrating responsible drinking and being a positive role models– Giving parents the knowledge/ tools to guide children as to the difference between

responsible & irresponsible drinking– Allowing parents to put alcohol in positive social perspective, for example drinking with

family/ or at social gatherings across genders/ generations– Demonstrating how alcohol enhances an occasion but does not create an occasion– Illustrating how alcohol used wisely need not be associated with negative/ aggressive

behaviour or hangovers etc.

Re-framing Parents’ Drinking

How do I drink sensibly knowing I’m a parent and my children are learning from me? Most would not know the answer to this…

Motivating parents to re-frame their drinking is key to this approach. Initiating an ‘emotional conversation’ with parents about their drinking will challenge personal beliefs that suggests ‘anything goes’ and that the only limit on your drinking is your own level of responsibility

Hence the need to create a positive drinking model for parents to base their behaviour on– Knowledge and learning they can then pass down to their children – both as an example

of how they drink (behaviour) and as a way to talk to their children about alcohol– Additional support for parents via information can help them to know they are drinking

positively as role models– Showing tangible/ clear behavioural demonstrations of positive drinking behaviour

Work alongside Australia’s drinking culture – confrontation of the culture will lead to audience shutting out messages

– As we have already identified, there are many barriers in place to ‘protect’ self from these messages

An emotional based campaign that motivates parents and ultimately empowers them as parents where they find it unacceptable to get drunk or drink in certain ways is key (in their desire to be a ‘better parent’)

The Outcome

Outcomes

28% of parents modified behaviour and reduced drinking in front of children

41% more self-conscious 36% discussed issue with partner 29% discussed with friends or colleagues 83% now thinking about how children form their

attitudes to alcohol 47% agree that parents are children’s role

modelsSource: Quantum Research

What Next?

Tackling earlier age of alcohol initiation which has reduced from 19 to 15.5 years (Roche et al 2007)

Parents of pre-teens and life-stage triggers Safer drinking cultures New partnerships