“It is time to be brutally honest about some of the worst effects of intoxication.”
The Alcohol Advisory Council of New Zealand’s [ALAC] social marketing program is covered at Scoop with a news release and background materials announcing the latest wave of advertisements depicting the harmful consequences of binge drinking. Three television commercials focus on a ‘tipping point’ when drinking becomes harmful. Danny (a team drinker), Lisa (who drinks to boost her confidence) and Uncle Mark (a 'show off') are each shown making poor choices due to the amount of alcohol consumed.
The programme is a long-term strategy with the ultimate goal of changing New Zealand’s binge drinking culture. ALAC wants to increase the number of drinkers who have thought about the harmful effects of getting drunk, who agree they are more likely to cause serious harm to themselves and others if they get drunk and who agree it is never OK to get drunk. [Note that ALAC is funded by a levy on alcohol produced and imported for sale in New Zealand.]
In the backgrounder, the campaign's components are described as including policy, education, service provision and enforcement to support the change that the marketing messages are designed to stimulate.
The Supply Control strategies focus on achieving enforcement of and compliance with the Sale of Liquor Act, controlled purchase operations, parents’ programmes, policy measures designed to reduce overall consumption such as using tax/price, controlling outlet density, purchase age and regulating alcohol advertising.
Problem Limitation strategies focus on the group of dependent and hazardous drinkers who need support and assistance to reduce or stop their drinking. These strategies include early intervention programmes, treatment, supporting the Alcohol Helpline and other services.
Demand Reduction strategies focus on achieving culture change outcomes by persuading communities and individuals to make better choices about their consumption. It is in this area that ALAC identified a gap.
More information will be available at the campaign website.