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Alcohol and the Media

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

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Alcohol and the Media

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  1. Alcohol and the Media

  2. Overview • The news • Advertising • Television • Social Marketing

  3. The news

  4. 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 drink • Jail your friends at Harrogate court • 'Slob lifestyle' cancer claim • Liver cancer on the rise • Drink while collecting plants costs licence

  5. National News... • Police guidance on locking up drunks • Ian Cowie: The HMRC figures show taxes will have to rise • Should wine lovers follow government guidelines on drinking? ... • The BMA should not try to have alcohol advertising banned ... • Should sports sponsorship deal be regulated? • The appalling health hazards of uni, by The Guardian • Great North Run: new man on a natural 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

  6. Advertising

  7. The link to wider social norms

  8. 10 most appealing beverages – selected by young people (12-16 yrs) in 2006 http://www.stap.nl/elsa/elsa_project/deliverables.html

  9. 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 campaign Frogs 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

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

  11. And more...

  12. 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

  13. call for action - promotion • The 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.

  14. 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?

  15. 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. “

  16. Social Marketing

  17. With the ‘customer’ at the centre or citizen consumer client patient person service user etc Social marketing ‘customer triangle’ A simple device for highlighting some of the key features of social marketing http://www.alcohollearningcentre.org.uk/Topics/Browse/Conferences/?parent=5129&child=5126

  18. CONTROL EDUCATE DESIGN EXCHANGE The 4 primary ways to influence behaviour

  19. CONTROL….

  20. DESIGN…

  21. EXCHANGE…

  22. EDUCATE…

  23. Key attributes of Social Marketing 1: BEHAVIOUR & BEHAVIOURAL GOALS 2: CUSTOMER UNDERSTANDING / RESEARCH 3: THEORY BASED & INFORMED 4: ‘INSIGHT’ 5: ‘EXCHANGE’ 6: ‘COMPETITION’ 7: SEGMENTATION 8: INTERVENTION & MARKETING MIX

  24. 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

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