Brief

Develop an integrated campaign to reduce kerb-side drinking amongst 13-18 year olds. Use social marketing principles and techniques to target young people, proxy purchasers, local residents and retailers, bringing the community together around a common understanding.

Research

Comprehensive review of secondary data strengthened by new primary research, including in-depth interviews, focus groups, participant observation and stakeholder engagement. Findings suggested the following primary drivers in underage drinking: perception that there was nothing else to do; social and cultural norms surrounding alcohol consumption; peer pressure; availability of cheap alcohol.
The Hub undertook further pre-testing and sense-testing of both services and promotional material with youth group audiences through structured youth workshops. Findings used to refine understanding of barriers and incentives, tone of voice and youth intervention design.

Approach

Develop a strong, cohesive brand to engage the entire community with the wider intervention. Undertake development of communications using co-creation approaches with the youth audience. Develop materials to target young people, local residents and retail community independently and on their own terms. Engage community, retail, Trading Standards and Local Authority stakeholders to gain buy-in for the campaign and maximise community cohesion around the issue.

Tactics

Youth groups: communications and co-creation to promote awareness and engagement with the series of events and activities that defined the wider intervention. Event marketing tool-kit and training, social media, peer-to-peer mobilisation.

Retailers: Comprehensive membership kit including window stickers, 'shelf wobblers', staff and customer posters. Community media, including leaflets and posters.

Results