1

Stop The Supply

Campaign

Recall Survey Report

2014

1

March 2014

Stop The Supply Campaign: Recall Survey Report 2014 Written & prepared by: Melissa Palermo Health Promotion Service, Northern Sydney Local Health District For further information about the ‘Stop the Supply’ campaign recall survey and results: T: 9976 9579 E: melissa.palermo@health.nsw.gov.au for Stop The Supply Campaign Northern Beaches Community Drug Action Team Project partners: Manly Drug Education & Counselling Centre, Northern Sydney Local Health District, Northern Beaches Liquor Accord, Manly Council, Warringah Council, Pittwater Council

Campaign materials design: Tactical Directions

2

Background

The ‘Stop the Supply’ campaign was developed by the Northern Beaches Community Drug Action Team to address the secondary supply of alcohol to young people under 18 years living on the Northern Beaches. ‘Secondary supply of alcohol’ is the provision of alcohol to young people aged under 18 years, usually by an adult, older sibling or older friend. ‘Secondary supply’ is the most common way that young people under 18 years obtain alcohol. According to the Australian Drug Foundation, almost 40% of under-age drinkers get alcohol from their parents and only 5% buy it themselves.

The ‘Stop the Supply’ campaign aims to raise awareness of the illegal nature of secondary supply of alcohol within the local community and the subsequent harms that are likely to impact young people as a result.

The Campaign

The ‘Stop the Supply’ campaign was implemented across the Northern Beaches of Sydney from July to December 2013. This included a multi-strategic approach which ranged from:

Posters delivered to all Northern Beaches liquor outlets

Bottle shop bags delivered to all Northern Beaches liquor outlets

Bus shelter advertising at strategic bus stops in each local government area (Manly, Pittwater and Warringah)

Bus back advertising on 40 buses servicing major bus routes including the L90 which services Palm Beach to Sydney CBD

Postcards delivered to services, business and among networks

Website promotion.

Survey

To assess the effectiveness of the campaign, a survey was developed with the support of a Research and Evaluation Coordinator (NSLHD). The survey was developed using the survey design tool, Survey Monkey. It was promoted via the local newspaper (The Manly Daily), Council e-newsletters and digital media, school newsletters, via a poster campaign at Manly and Mona Vale hospital (both hardcopy and electronic) and stakeholder networks.

The survey period extended from 18 November 2013 to 6 January 2014. A total of 221 respondents completed the survey.

3

Summary of Results

1. Over the past three months, do you recall seeing the Northern Beaches ‘Stop the Supply’ campaign?

Almost 58% (n = 128) of survey participants recalled that they had seen the Northern Beaches ‘Stop the Supply’ campaign.

2. What do you think is the main message of the campaign?

A total of 115 respondents completed this question. Among those, the majority of respondents thought that the main message of the campaign was ‘take responsibility for your children’. However, the actual message of the campaign was ‘It is illegal to give alcohol to minors, unless you are the parent or guardian’.

4

17.4%

46.3%

66.9%

5.0%

6.6%

37.2%

10.7%

7.4%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0%

Liquor outlet

Bus shelter

Bus back advertising

Liquor store paper bags

Postcards

Local media

Campaign website

None of the above

Where have you seen the 'Stop The Supply' campaign messages?

3. Where have you seen the ‘Stop the Supply’ campaign message?

The majority of respondents indicated that they had seen the campaign message ‘on bus back advertising’ (n = 81, 67%) followed by ‘at a bus shelter’ (n = 56, 46%). Postcards received the least coverage and this may be a result of limited dissemination.

4. In which area have you seen the campaign promoted?

The majority of survey respondents (n = 74 or 60%) reported that they had seen the campaign promoted in the Manly area followed by Warringah (52%) and Pittwater (29%).

5. After seeing the ‘Stop the Supply’ campaign, which of the following did you do?

The responses to this question indicated that the campaign was effective in encouraging people to ‘think about the consequences of initiating alcohol to minors’. Of the 122 survey participants who completed this question, 54% selected the above response. This was followed by:

‘Discuss the campaign message with others’ (34.4%)

‘Discuss secondary supply issues with another adult’ (30%)

‘Discuss the impact that underage drinking has on the community’ (23%)

‘Talk to your children about alcohol’ (22%).

5

2.5%

54.1%

22.1%

13.1%

34.4%

14.8%

30.3%

23.0%

6.6%4.9%

14.8%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

See

k fu

rther

info

rmat

ion

abou

tse

cond

ary

supp

ly o

f alc

ohol

Thi

nk a

bout

the

cons

eque

nces

of

initi

atin

g m

inor

s to

alc

ohol

Tal

k to

you

r chi

ldre

n ab

out a

lcoh

ol

Tal

k to

you

r chi

ldre

n ab

out t

hese

cond

ary

supp

ly la

ws

Dis

cuss

the

cam

paig

n m

essa

ge w

ithot

hers

Enc

oura

ge y

our

child

ren

not t

o dr

ink

Dis

cuss

sec

onda

ry s

uppl

y is

sues

with

ano

ther

adu

lt

Dis

cuss

the

impa

ct u

nder

age

drin

king

has

on

the

com

mun

ity

Vis

it th

e ca

mpa

ign

web

site

(w

ww

.sup

plym

eans

supp

ly.o

rg.a

u )

Reg

iste

r or

atte

nd th

e w

orks

hops

run

by M

DE

CC

Not

hing

After seeing the 'Stop The Supply' campaign, which of the following did you do?

6. The campaign is relevant to me

A total of 209 respondents completed this question. Of those, 119 (57%) answered ‘yes’ to this statement and 43% answered ‘no’.

56.9%

43.1%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

Yes No

The campaign is relevant to me

\

6

89.5%

10.5%

Yes No0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

The campaign is relevant to people I know

7. The campaign is relevant to people I know

A total of 209 respondents completed this question. Of those, 187 (almost 90%) of survey respondents reported that the campaign was relevant to people they know and 22 respondents (10%) did not feel that it was relevant to people they know.

8. The campaign has an important message

All (100%, n = 209) survey respondents who completed this question believed that the campaign has an important message. This is very positive feedback and supports the relevancy of the ‘Stop the Supply’ campaign.

9. The campaign has a clear message

The campaign message was regarded as clear by the majority (95%, n = 199) of survey respondents.

10. The campaign is likely to make a difference to people’s secondary supply behaviour.

The survey participants expressed that the campaign is likely to make a difference to people’s secondary supply behaviour. A total of 80% (n = 168) answered ‘yes’ to tis statement and 20% answered ‘no’.

7

80.4%

19.6%

Yes No0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

The campaign is likely to make a difference to people’s secondary supply behaviour

11. The campaign is informative/educational

Almost 84% (n = 176) of survey respondents indicated that the campaign was informative/educational and 16% indicated that it was not.

12. The campaign initiates conversation

According to the survey results, the ‘Stop the Supply’ campaign was successful with initiating conversation. Over 90% of the 209 survey respondents indicated that the campaign had initiated conversation.

90.4%

9.6%0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Yes No

The campaign initiates conversation

8

13. What is your gender?

Females made up the greatest proportion of survey respondents, comprising of 85%.

14. What is your age?

The age range of participants was from 18 – 74 years. The most popular age group of survey participants was 45 – 54 years (29.3%) followed by 25 – 34 years and 35 – 44 years, both 24.5%.

9

15. What Council area do you live in?

The majority of survey participants (almost 55%) live in the Warringah Local Government Area. This is reflective of Warringah having the largest population on the Northern Beaches.

16. Do you have any children under 18 years of age?

Almost 51% of survey participant answered ‘no’ to this question and indicated that they did not have children under 18 years of age and 49% of survey participants did have children under 18 years.

17. Please indicate their age(s)

Of those that answered ‘yes’ to question 16 (n = 102), 59 (58%) had children under 12 years, 28 (28%) had children from 12 – 14 years and 39 (38%) had children 15 – 17 years.

10

57.8%

27.5%

38.2%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

Under 12 years 12 -14 years 15 -17 years

Please indicate their age(s)

Comments/Feedback

Great initiative....saw the info on your program in the NSW Liquor and Gaming newsletter. So many adults do not know the law supplying minors ... well done!

Great new campaign, I have been discussing it further with friends of which have children.

I think it is a great and very thought provoking campaign

The campaign isn't widespread enough and doesn't do enough to actually prevent adults from doing it; rather, just says that adults shouldn't be their children's 'friend', which is EXACTLY what they are. They are in essence their closest friend. It is a counterproductive campaign that stigmatises adults.

Well done. This is a brilliant initiative that I have no doubt will change the behaviour of parents. When my children were teenagers, I was very clear that I would not supply alcohol to them. Unfortunately, I was one of few parents in their extended friendship group who took that stance. As a consequence, my children had ready access to alcohol through their friends - fully funded by parents who were under the misconception that they were somehow managing their child's alcohol intake. The health and wellbeing of all children depends on parents stopping the supply to their own child.

Even if it saves one life it will be worth it.

As a grandparent [I’m] glad this campaign is underway. Good conversation starter.

11

I think the message in the picture should be clearer, especially the parent ad, there needs to be children in the image to add shock value. Is this a mother or a teenager buying alcohol????

Fantastic campaign. I work in mental health and see the effects of underage drinking. It is devastating to families. Hopefully families on the northern beaches will get the message that it is not ok to supply alcohol to their children.

I was very impressed with the campaign. This is an issue I feel very strongly about and have had many discussions during my children's teenage years about supply of alcohol to kids by parents. Thanks for a great initiative.

The campaign should be national in all possible media environments, with those types of ads that brain wash people to have a beneficial long term effect in Australian society.

Great campaign. Would be good to see whether people were actually being fined/prosecuted for underage supply.

This campaign is brilliant. The messages and tag lines couldn't say it better.

Conclusion and Recommendations

According to the results of the Northern Beaches ‘Stop the Supply’ campaign recall survey, the campaign was a success in reaching the Northern Beaches community.

The most widespread marketing tool recalled was the bus back advertising followed by bus shelter advertising. This advertising was very extensive and covered 40 state transit buses across the Northern Beaches.

Although survey respondents indicated that the campaign was relevant to them, relevant to people they know, had an important and clear message and encouraged them to ‘think about the consequences of initiating minors to alcohol under 18 years of age’, it appears that the main message of the campaign was not clearly delivered.

The main message of the campaign was to inform the northern beaches community that ‘it is illegal to give alcohol to minors (unless you are the parent or guardian)’. However, the majority of survey respondents believed that the main campaign message was to ‘take responsibility for your children’.

In the event that the campaign is continued and expanded in future, it would be worthwhile repeating the message on bus back advertising and further emphasising the secondary supply legislation message.