alcohol insights for pre-loaders and increasing risk drinkers

8/12/2019 Alcohol Insights for pre-loaders and increasing risk drinkers

1/23


2/23

MI:A Medway London South East England

Does our survey tell us anything new?

Medway Drinker Type Population estimates (ages 18-65)

Headlines: The Medway Population

How do we compare with other areas?

MI:A Survey data compared to other estimates

Socio Economic Group(SEG) & Drinking HarmOur survey gives a mixed picture: In many single drinker typecategories SEG is not a factor Lower SEGs were more likely tobe in multiple drinker categorieswith exception of IRD & Binge

Our survey shows: MORE higher risk, bingedrinkers & PLs than expected FEWER IRDs than expected

100,000

80,000

60,000

40,000

20,000

0

A b s t a

i n e r

L o w e

r R i s k

I n c r e a

s i n g R

i s k ( I R D )

H i g h e

r R i s k

B i n g e

P r e - L o

a d ( P L ) P L

+

Social Norms 3 out of 4 adults inMedway choose not to drinkabove the recommendedguidelines 9 out of 10 adults inMedway decide not to drinkregularly before they go on anight out 7 out of 10 adults inMedway do not binge drink

Abstainers Lower Risk IRD Higher Risk

12%higher risk

7%higher risk

MedwayPopulationestimatebased on oursurvey (18-65)

PreviousEstimates(LAPE, etc)

12

8

4

0

P L & I R D

P L + &

I R D

P L + &

B i n g

e

P L + , I R D

& B i n

g e

I R D & B i n

g e

Drinker type by SEG

ABC1 C2DE

Medways alcohol related hospital admissionscome from areas of higher deprivation.

Alcohol related crimes follow a similar pattern

Our survey estimates that in Medway there may be: 27,000 IRDs the majority of this group know the unit guidelines & want to make some changes to their drinking 88,000 people who pre-load of whom, 17,000 do this regularly 53,000 Binge drinkers 21,000 Higher risk drinkers our survey shows they are significantly higher consumers of health services


3/23


4/23


5/23


6/23


7/23


8/23

PROFILEPre-Loaders

Using alcohol for winding up

I dont like towalk into a pub

sober

Its a fun partof the evening sometimesthe most fun

part

Confidence

A consistentfinding wastha t PL i sa s s o c i a t e dwith greatera l c o h o lconsumption,intoxication &a l c o h o l -related risks

Lit. Review

Having a drink wassymbolic of relaxing andstarting to change thepurpose of their time

Symbolic

To Save Money To fit in & Build confidence Transition point Direct & In-direct peerpressure Things force the pace, e.g.kitty, rounds, drinking games,shots, social norm Normalised behaviour

Why

Chatting / talking withfriends / Socialising Music playing or some watchTV (inc. sport - males) Most eat first Start to drink from 7.30-8pm

Enter NTE from 9pm (at thebusiest points) if going to apub and from 10/10.30pm togo to clubs Some go straight to a club,others go from pub to club Mostly Thursday Saturdayevenings

.

Setting All drink with other people friends, people they know wellor close family Group sizes vary from 2 20 Female respondents oftenspoke about we in relationto drinking behaviours, whilstmales often said I whendescribing these S o m e g r o u p s h a dmoderators who looked outfor the groups members andstayed sober

Who Some felt drinking anywhere

before final destination is pre-loading

Some felt it was a saferenvironment to drink at home &limit time in NTE as they couldcontrol the environment athome but not in NTE

Pubs are too loud to talk in There are idiots about Clubs : Casino, Bliss Pubs that stay open late and

have music: The Edge, City Wall,Churchills, Tap n Tin

Where Women want to be in a safe

environment Generally they did not actively

moderate drinking using specifictechniques

Alternating is done to try not toget too drunk

Some took limited money to

reduce spend & drinking thisoften failed as others lend moneyor buy drinks

Dislike losing control, losingpossessions, fights, being sick

Many would prefer socialconfidence without drinking &resent spending money

Moderating


9/23

"Takes you out of boringeveryday life

Can't say I actually like a drink"

"I resent spending money ondrinking & going out

"It's just what you do isn't it

Gets you in the mood

Im just going along witheveryone else

PL+ "I'm happy with how much Idrink, I don't think it's too

much

Forgetting the day, gettingready for the night

It's a social thing

Have a glass of wineinstead of a cup of tea

OPL ROFILEPre-Loaders

Using alcohol for winding up

With this group, we tested:

Pacing my drinking canreduce the risk of becoming

a victim of crime

Avg. threat scoreswere reasonably high Male PLs & Over 30sgave highest scores

Female PLs had lowestscore

THREAT All groups rated this

a high-efficacymessage

2/3 felt they couldpace their drinking as

advised & that it wouldhelp reduce risk ofbecoming a victim High scores from

young males (


10/23


11/23


12/23


13/23


14/23


15/23

Self-determined : they make choice to drink However some admit an automatic habit Normalised among social groups/family No cross over of IRDs drinking in Home ANDPub Many bulk-buy alcohol in weekly shop -always available at home. Cost not an issue Some drink on their own, others with apartner or family, & small friend groups Some drink whilst socialising on socialmedia

KEY POINTSPROFILE

IRDUsing alcohol for winding down

More likely to think about theirdrinking than they used to

More likely to think health risks ofdrinking are exaggerated People move in & out of drinkertypes Interventions should focus onhealth, wealth & happiness, provide agood reason to change; make it easyto act; & support their behaviourchange

What does the literaturetell us?

The first drink also marksout a transition point: A time to stop thinkingabout p rob lems andresponsibilities

Now it is my time Reward & Pleasure Self-justified habit or apar t of the i r copingmechanism

Setting

Sometimes the level ofdrinking is determined bythe level of stress felt Motivations for IRD aremore personal than for PL

Why

They drink and eatat the same time

They often have aset amount of alcoholthat they will drink

They may well havea pre-set time tofinish drinking and goto bed

Where Many are drinking without thinking about

risk, impact as it is habit Some were conscious of invisible harm

caused by their drinking Some asked for more info on alternatives

to drinking They can stop drinking each night without

problem to meet responsibilities - theydont want immediate effects to impact onthis they do not link their drinking withfuture harm

They dont believe their drinking is ap rob lem & need to d i scove r fo rthemselves

Moderating


16/23

I can't handledrinking to silly

o'clock anymore

It helps unwindafter a stressful

day

MenIts a very useful de- stress mechanism

I watch TV or go onFacebook, or make

phone calls. AlthoughI am on my own, it is

social time

Women

Scores were mixed -women & older people(45+) scored higherthan men & youngerpeople Over felt it was aserious threat, but only1/3 felt their drinkingled to increased risk

PROFILE

IRDUsing alcohol for winding down

With this group, we tested:

Checking how much I drinkcan help to reduce my risk

of getting cancer

Most groupsrated this as ah i g h - e f f i c a c ymessage Highest scoresc a m e f r o mwomen & over45s

THREAT The message resonated well with targetgroups, however relatively few felt they were atincreased risk of getting cancer due to drinking Know binge is bad but dont know IRD canbe bad They do not self identify as a drinker type Activities were more relevant to our targetgroup (age & drinking behaviour) than non-target groups suggesting they are well targeted

CONCLUSIONACTION


17/23

What impact can we expect to have?


18/23

Social marketingc a m p a i g n s d o n tfeature in evidence ofe f f e c t i v e n e s s i nreducing alcohol harmat population level

Growing evidence ofeffectiveness of FearAppeals & Social Normsi n c h a n g i n g h a r mbehaviours Evidence shows bestimpact comes fromg e t t i n g p e o p l e t ou n d e r t a k e a n i n t e r v e n t i o n themselves rather thaninfo / awareness onlycampaigns

What works Badly thought throughcampaigns can have negativeimpact

Strong evidence thatscreening & advice achievesreduced alcohol harm

Motivating priority groupsthrough targeted, tailored

& realistic threat coupledw i t h p e r c e p t i o nchallenging, social normsmessage making it feelrelevant & personalised

Empowering individuals toself discover - aiding thisb y g i v i n g e f f e c t i v e ,achievable and realisticactions to take

!"# %#&' ())*+(,"

Messages: IRDIRD Male : Risk of cancer and heart attack/stroke;expose social norm of most IRDs thinking they aredrinking inside limits encourage self assessment &checking units consumedIRD Female : Risk of breast cancer; Responsibilitymindedness could be used as a source of motivationto make small changes in drinking habits encourageself assessment & checking units consumed

Messages: PL+PL Male : Risk of being a victim of violent crime orlosing your wallet; being sick because of being toodrunk encourage group moderator role & use of arange of moderating tipsPL Female : Loss of control and risk of being avictim of sexual assault, losing purse or phone -encourage planning safe routes home & use of arange of moderating tips

!"#$"%&'-./0.1/2

Managing Expectations: Evidence suggests a good campaign canimpact on awareness, attitudes & engagementin considering and committing to behaviourchange, by contributing to culture change long-term Evidence on alcohol behaviour change fromcampaigns is scarce. Evidence stronger oninterventions like IBA which can be part ofcampaign Design evaluation at outset set realisticaims, timescales, VFM parameters Start to grow local evidence base

Mobilise concern Personalise threat Use social norms Cyclical content Amplify nationalmessages Use Better Medwayevents to sign people up

Content Pledge follow-up Create a relationship(interactive & trusting)

Build on existingmaterials

Encourage uptake ofalcohol policies (Council,

NHS, WPH)

Based on what works, localinsight, co-design/messagetesting & evaluation findings

Campaign co-ordination

Shareholder/crowd-source

Real-time feedback fromusers & shareholders withflexibility to be responsive andadapt

)*+,- *,+. D e v e l o p aShareholders /c rowdsourced approach tomobilise key players e . g . S i g n p o s t i n g ;Friends & Family (Publichea l th champions) ;Pharmacists; NHS staff Build on existingplatforms


19/23

CampaignOVERVIEW

f

Mix of mobile,static & humaninteractions isrequired to reachour prioritygroups

ChannelsAudienceCapitalise on motivation to change

by majority of each group

Differences between ages &gender within groups mean

nuanced messages are required

Priorities = PL+, IRD

Friends & Family are an

opportunity to mobilise peers &develop emerging public healthchampions

NHS branding & Better Medwayis more trusted & used than

Council branding also, prioritygroups trust information &

advice from NHS staff &pharmacists

Ensure campaign is easilyfound online AND delivered by

eo le

CHANNELS

!"#$!"

!"#&$$"

!"#'(%&"

Long-term, invested & co-owned campaign

Personalise make risk real = develop a trusting relationship Target : IRD - Health focus & gender specific

PL+ & Binge - Social focus & gender specific Channels : Mix & variety (NHS/Better Medway branded)

1 st Info online to develop motivation2nd Advice on a personal basis (online & in person)

Next Steps : Mobilise shareholders & network of friends/family

Develop campaign through dedicated resource Content based on insights & evidence & evaluation Re-Cycle : Use existing effective materials on regular refresh cycle


20/23

6 points for an Effective Campaign

!"#$%&'() +,-# . /"))0&)'#& 10&2 ('-,034/'5+'/&-4"#3

6-)+-0$# /"%"(70#-4"# 89#/4"# . 7'70/-&'7('3"9(/'

:'(3"#-,03' &2' (03;3 -#7 7'


21/23

Developing an Effective Campaign

!"# "%&'#( )*+* *,) -#""*.# +#"/,. "%0+" +1 *,"2#& 3%#"/1,"*,) 4,51&- 61,+#,+ )#'#017-#,+ 8#9.9 %"# 71"4/'# 016*0 "164*0,1&-" )*+*:

;#'#017 *77&1*6= ?%771&+ @ =#07 6*,A+ 011B 04B# C*D4-4"# E#F#& C#)2*( 1%+*6= 1771&+%,4/#" G#H,. +*401)I7#&"1,*04"#) 4,51&-*/1, JK; *)'46# -%"+ L#

-*)# #*"( 51& 1%& +*&.#+ .&1%7" ;#'#017 *, 1,04,# +1 )4+ 7#170# +1 5&1- *.#,64#" *,)

"164*0 ,#+21&B" M*74+*04"# 1, #D4"/,. 85#: "1%&6#" *,) #'4)#,6#)

4,+#&'#,/1," 8#9.9 NEJ: ?=* 4,"4.=+ O,)4,." 24)#0( +1 #,.*.# @ 4,51&-


22/23

!"#$ &$"'(

Discussion & Knowledge TransferOf MI:A products & learning

Design evaluation Evaluation survey Evaluation survey

Detail co-ordination function

Shareholder & Asset/Benefit mapping Shareholder engagement Functioning shareholders

Content development Content re-fresh Content review

Platform development Platform improvements Platform review

Message testing Real-time feedback

Campaign goes live


23/23

alcohol insights for pre-loaders and increasing risk drinkers

Documents