The challenge:

Local data highlighted rising numbers of alcohol related hospital admissions, alcohol related crime and an increasing burden of ill health. The local partnership asked UNI to support the delivery of a community-led social marketing programme to reduce the harmful effects of alcohol consumption in two rural towns.

Our approach:

We carried scoping and mapping and used the findings to engage stakeholders (including community members) in social marketing change teams. We held training and design workshops with young people and supported intergenerational work.

A range of participatory research techniques were supported to better understand the motivations, influences and barriers relating to drinking behaviors and to identify the levers for positive influence.

The audiences were segmented into various groups including older people using alcohol for pain relief, moderate to heavy drinkers, parents and carers of young children and young people aged between 14 and 17.

Social advertising and service delivery interventions were developed, such as activities to engage young people, and creating alliances between local businesses and communities.

The results:

• Development of range of targeted social advertising approaches
• Two teams of 20 people were established, these teams engaged in social marketing activities
• Development of new young people’s services (The Kirriemuir Friday Night Project)
• Increased media coverage, 2500 information packs distributed to local businesses and various awareness events held
• Creation of new forums for young people and services