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Alcohol Education and Awareness –
What should we be aiming for?
Peter Rice,
Consultant Psychiatrist, NHS Tayside
Chair, Royal College of Psychiatrists in Scotland.
POSSIBLE GOALS OF ALCOHOL EDUCATION
- Changing Knowledge
- Changing Attitudes (Personal and Public)
- Changing Behaviour (Less Drinking, Delaying Onset of use)
TECHNIQUES OF ALCOHOL EDUCATION
- Information based approaches
- Personal development and skills based approaches
- Social Influence programmes
-Normative education (Social Norms approach)
-Media Literacy (Build knowledge of alcohol promotion
approaches and develop resistance skills.)
INTENSIVE MODELS
-Multi-modal approaches using school as focus for family and
community action (eg Project Northland. Perry 1998)
Improvements in family communication on alcohol
Some impact on drinking behaviour up to age 14 only
Effect not sustained after programme ended.
-Strengthening Families Programme (Allen D et al, AERC 2008)
-Families approach with high risk Children
- Seven sessions with whole family.
- Communication skills and and a range of risk behaviours
- Delayed onset of alcohol consumption
What works?
International Review of Policy Measures
Authored by Public Health Academics
Sponsored by WHO
Strategy
Measure
Effect
Price Controls
Taxation graduated by strength
Controlling cheapest price
High
? High
Treatment
Brief Interventions
High
Intensive treatment for dependence High/Mid
Availability
Enforced age limits
Restricted hours
Retail monopolies
Outlet Density
High
Mid
Mid
Mid
Safer
Environment
Enforcement of licensing codes
Server Training
Mid
Mid
Marketing
Limiting exposure to advertising
Low
Education and
Information
Integrated campaigns
Low
Classroom Education Only
Nil
Public Campaigns / Warning Labels Nil
It is likely that even with
adequate resources,
strategies that try to use
education to prevent alcohol
related harm are unlikely to
deliver large or sustained
benefits. Education alone is
too weak a strategy to
counteract other forces that
pervade the environment.
YOUNG PEOPLE’S EXPOSURE TO ALCOHOL MARKETING
BRITISH CODE OF ADVERTISING PRACTICE (Broadcast Media)
Alcohol advertisements must not:
Be likely to appeal strongly to people under 18, especially by reflecting
or being associated with youth culture or showing adolescent or
juvenile behaviour
Include a person or character whose example is likely to be followed
by those aged under 18 years or who has a strong appeal to those
aged under 18.
COMMITTEE OF ADVERTISING PRACTICE CODE (non Broadcast Media)
As above and,
18.15 Marketing communications must not be directed at people under 18
through the selection of media or the context in which they appear. No medium
should be used to advertise alcoholic drinks if more than 25% of its audience is
under 18 years of age.
YOUNG PEOPLE’S EXPOSURE TO ALCOHOL MARKETING
Types of advertising
seen
13 year olds 15 year olds
(2006)
(2008)
920
636
Websites
%
77
61
66
34
30
12
24
14
%
76
76
73
46
32
*34
*21
*7
Any channel
Number of channels
96
5.5
97
6.0
Sample size
TV/Cinema
Sports Sponsorship
Clothing (sports tops)
Music Sponsorship
Sponsorship of TV & Film
Social networking sites
Mobile communications
* Note: question wording varied between stages
Effects of Marketing Exposure
After controlling for important confounding variables
significant associations emerged between
awareness, appreciation and involvement with
alcohol marketing at Stage 1 with drinking
behaviour at Stage 2:
- uptake of drinking
- amount consumed
Gordon, MacKintosh and Moodie (in press) The impact of alcohol
marketing on youth drinking behaviour: A two-stage cohort study
Alcohol and Alcoholism
HOW DO THE ALCOHOL INDUSTRY APPROACH MARKETING ?
Available from UK Parliament’s Health Select Committee Web Site. 2009-10 Reports
Lambrini “can
make you and
the girls forget
your dull
working week
and transform
you into the
glamour
pusses you
know you
should be”
Young men think about four things…….
We brew one and sponsor two of them….
Molson Coors Internal Company Document 2008
“3 Aspects of ‘Belonging’…
Initiation: Expressions of the moment when an
individual joins a group and finds a happy home in the
pack – The Moment of Belonging.
Celebration: An expression of the sheer joy of
belonging – The Joy of Belonging.
Contagion: An expression of the magnetic power of the
group – The Power of Belonging”.
“Carling celebrates, initiates and promotes the
togetherness of the pack, their passions and their pint
because Carling understands that things are better
together.”
Appealing to masculinity and femininity
Understanding the Market
Understanding the Market
Where do you fit in ?
WHERE SHOULD WE BE HEADED?
Education → Marketing
Information → Attitudes
Balance up the two sides ?
Is self regulation a sustainable approach in
Alcohol Marketing?