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Alcohol concern

Silvia Chiesa
Silvia Chiesa

The document discusses a campaign called "Have a drink but stay smart" aimed at reducing alcohol abuse among teenagers in Glasgow, Scotland. Glasgow has high rates of underage and binge drinking. The campaign's goal is to educate teenagers on responsible alcohol consumption through school programs and social media messages. It aims to decrease alcohol poisoning, hospitalizations, and police interventions among Glasgow's youth. The campaign focuses on teenagers because they are easier to educate than adults and preventing issues is better than changing behaviors later. The message is that drinking can be enjoyed in moderation rather than becoming dependent.

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Silvia Chiesa, Federica Falso, Mona Hassan, Iacopo Luzi, Valentina Vittori
IMPORTANT DATAS Scotland 72% of men and 58% of women in Scotland drink regularly Scotland has the highest death rates from alcohol-related liver cirrhosis in Western Europe. Glasgow General: Number of death rates due to cirrhosis has doubled over the past 10 years Approx. 13,650 problem alcohol users - 20% women and 80% men 10,000 children have an alcoholic father and around 3,600 have an alcoholic mother In 2005/6, there were 36 hospital admissions for alcohol-related issues. 400 people died last year due to alcohol poisoning, 70 people committed suicide influenced by alcohol
Women: Increase of women with drinking problem Women drink on average over 2 times the recommended maximum Women from Glasgow City reported drinking significantly more than women from other Scottish cities Teenagers: Increase in the number of teenage alcoholics 16 to 24 year olds drink most heavily compared with other adults in Scotland Young people who reported drinking around a third of 13 year-olds and almost half of 15 year-olds said they had binged on alcohol in the previous week
Against our campaign: Scottish drinking tradition Alcohol industry Alcohol suppliers Supporters of our campaign: Families NGOs Police Hospitals Schools and Universities Religious Institutions
Stakeholder Analysis Local Authority : Police Mayor and the Public Administration Families (mothers, fathers, teenagers) Glasgow community Institutions ( schools, health and religious institutions) NGOS Alcoholics Alcohol suppliers and alcohol industries Local Media
INTEREST LOW HIGH INTEREST LOW Keep informed: Families ,Glasgow Disregard: Community, Alcohol Suppliers and Alcoholics industries, institutions , NGOS POWER Keep satisfied: Key Stakeholder: Alcohol suppliers and local authorities and industries local media HIGH POWER HIGH HIGH
Reduce the number of violent mothers Protect your child campaign Reduce the number of women who drink & drive Drink or Drive campaign Reduce the number of suicides influenced by alcohol Choose life campaign Reduce the number of teenagers abusing alcohol Have a drink but stay smart campaign
Why Have some drinks but stay smart campaign? Greater future impact Adolescents are the future Glasgow grown up Easier to educate teenagers than adults Easier to prevent than change a wrong behavior More fast channels of communication to spread out our message
Reduce alcohol abuse Overall Goal Reduce the number of Reduce the number of teenager end teenagers abusing alcohol up in the hospital due to alcohol poisoning; Specific Goal Decrease police interventions Intermediate results Sensibilization and education campaigns Obligatory attendance of university courses held by red cross volunteer about alcohol Activities issues Forecast Goal
STRATEGY Public Public events Non-alcohol party with celebrities Information point at hospitals Advertising on billboards Collaboration with NGOs such as MADD Social Media Viral messages via Social Media School & University Education at schools and universities in collaboration with STRADA Education at driving schools through a partnership with AUTO- STOP DRINK OR DRIVE Campaign: Strategic exchange between countries teaching program about alcohol issue in Dalekii Krais driving schools
Loss of self-control: Male: Violence among teenagers Female: Sexual harassment You can drink controlling yourself Alcohol should be a pleasure not a dependence Have a drink but stay smart
Have a drink but stay SMART
Alcohol concern
Alcohol concern
Have a drink but stay smart: A campaign to reduce Glasgows young citizens from the dangers of alcohol abuse Glasgow: Everyday after school Mark goes to the supermarket and buys something for himself. But it is not a candy or a coke: it is a bottle of wine. Mark is 18 years old and he is an alcoholic. His situation is not strange, because as Mark, a lot of his peers are in the same condition and every single day the number is increasing.According to data published by the Glasgow local healthcare department, 72% of men and 58% of women in Scotland drink regularly, with 63% of men and 57% of women exceeding the recommended maximum daily amount, but another data is more frightening: 16 to 24 year olds drink most heavily compared with adults, especially in Glasgow.Three-quarters of 16 year olds in Glasgow report that they have previously had an alcoholic drink, a proportion which is higher than the Scottish average. Of the 18 year olds who have had an alcoholic drink before, 35% have been drunk more than 10 times, a notably higher proportion than in other Scottish cities. Nowadays Scotland has the highest death rates from alcohol-related illness, as liver cirrhosis, and among the young people the alcoholism problem is becoming worse. Therefore action has to be taken: sensitize and educate Glasgows youth about their alcohol consumption. This is the goal of Alcohol Concern, an alliance between the UK National Health Service and a network of non-profit organizations focused on the prevention and treatment of alcoholism. Its mission is to reduce the number of alcohols abuses, increase the range and quality of services available to people with alcohol-related problems, decrease the ambulance interventions and the number of people who end up in the hospital due to alcohol poisoning.Alcohol Concern does not only talk about the existing alcohol problems, it addresses the issue with a concrete campaign focussing on Glasgows young citizens. There are a lot of reasons why Alcohol Concern has to focuses first on young people: they are easier to educate than adults and they are the future population of Glasgow; in addition, it is easier to prevent than change a wrong behaviour, but we have to start sensitizing teenagers since young age to obtain concrete results. In addition, sensitize young people about this topic could be useful to sensitize even their parents and convince them to decrease their behaviour.Alcohol Concern is aware that Scotland is a country with a strong and old alcohol consumption tradition and a campaign with a strong key message such as: Stop drinking!!! , wouldnt be useful.The real key message that Alcohol Concern wants to spread is another one: It is possible to drink but keep

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Alcohol concern

  • 1. Silvia Chiesa, Federica Falso, Mona Hassan, Iacopo Luzi, Valentina Vittori
  • 2. IMPORTANT DATAS Scotland 72% of men and 58% of women in Scotland drink regularly Scotland has the highest death rates from alcohol-related liver cirrhosis in Western Europe. Glasgow General: Number of death rates due to cirrhosis has doubled over the past 10 years Approx. 13,650 problem alcohol users - 20% women and 80% men 10,000 children have an alcoholic father and around 3,600 have an alcoholic mother In 2005/6, there were 36 hospital admissions for alcohol-related issues. 400 people died last year due to alcohol poisoning, 70 people committed suicide influenced by alcohol
  • 3. Women: Increase of women with drinking problem Women drink on average over 2 times the recommended maximum Women from Glasgow City reported drinking significantly more than women from other Scottish cities Teenagers: Increase in the number of teenage alcoholics 16 to 24 year olds drink most heavily compared with other adults in Scotland Young people who reported drinking around a third of 13 year-olds and almost half of 15 year-olds said they had binged on alcohol in the previous week
  • 4. Against our campaign: Scottish drinking tradition Alcohol industry Alcohol suppliers Supporters of our campaign: Families NGOs Police Hospitals Schools and Universities Religious Institutions
  • 5. Stakeholder Analysis Local Authority : Police Mayor and the Public Administration Families (mothers, fathers, teenagers) Glasgow community Institutions ( schools, health and religious institutions) NGOS Alcoholics Alcohol suppliers and alcohol industries Local Media
  • 6. INTEREST LOW HIGH INTEREST LOW Keep informed: Families ,Glasgow Disregard: Community, Alcohol Suppliers and Alcoholics industries, institutions , NGOS POWER Keep satisfied: Key Stakeholder: Alcohol suppliers and local authorities and industries local media HIGH POWER HIGH HIGH
  • 7. Reduce the number of violent mothers Protect your child campaign Reduce the number of women who drink & drive Drink or Drive campaign Reduce the number of suicides influenced by alcohol Choose life campaign Reduce the number of teenagers abusing alcohol Have a drink but stay smart campaign
  • 8. Why Have some drinks but stay smart campaign? Greater future impact Adolescents are the future Glasgow grown up Easier to educate teenagers than adults Easier to prevent than change a wrong behavior More fast channels of communication to spread out our message
  • 9. Reduce alcohol abuse Overall Goal Reduce the number of Reduce the number of teenager end teenagers abusing alcohol up in the hospital due to alcohol poisoning; Specific Goal Decrease police interventions Intermediate results Sensibilization and education campaigns Obligatory attendance of university courses held by red cross volunteer about alcohol Activities issues Forecast Goal
  • 10. STRATEGY Public Public events Non-alcohol party with celebrities Information point at hospitals Advertising on billboards Collaboration with NGOs such as MADD Social Media Viral messages via Social Media School & University Education at schools and universities in collaboration with STRADA Education at driving schools through a partnership with AUTO- STOP DRINK OR DRIVE Campaign: Strategic exchange between countries teaching program about alcohol issue in Dalekii Krais driving schools
  • 11. Loss of self-control: Male: Violence among teenagers Female: Sexual harassment You can drink controlling yourself Alcohol should be a pleasure not a dependence Have a drink but stay smart
  • 12. Have a drink but stay SMART
  • 15. Have a drink but stay smart: A campaign to reduce Glasgows young citizens from the dangers of alcohol abuse Glasgow: Everyday after school Mark goes to the supermarket and buys something for himself. But it is not a candy or a coke: it is a bottle of wine. Mark is 18 years old and he is an alcoholic. His situation is not strange, because as Mark, a lot of his peers are in the same condition and every single day the number is increasing.According to data published by the Glasgow local healthcare department, 72% of men and 58% of women in Scotland drink regularly, with 63% of men and 57% of women exceeding the recommended maximum daily amount, but another data is more frightening: 16 to 24 year olds drink most heavily compared with adults, especially in Glasgow.Three-quarters of 16 year olds in Glasgow report that they have previously had an alcoholic drink, a proportion which is higher than the Scottish average. Of the 18 year olds who have had an alcoholic drink before, 35% have been drunk more than 10 times, a notably higher proportion than in other Scottish cities. Nowadays Scotland has the highest death rates from alcohol-related illness, as liver cirrhosis, and among the young people the alcoholism problem is becoming worse. Therefore action has to be taken: sensitize and educate Glasgows youth about their alcohol consumption. This is the goal of Alcohol Concern, an alliance between the UK National Health Service and a network of non-profit organizations focused on the prevention and treatment of alcoholism. Its mission is to reduce the number of alcohols abuses, increase the range and quality of services available to people with alcohol-related problems, decrease the ambulance interventions and the number of people who end up in the hospital due to alcohol poisoning.Alcohol Concern does not only talk about the existing alcohol problems, it addresses the issue with a concrete campaign focussing on Glasgows young citizens. There are a lot of reasons why Alcohol Concern has to focuses first on young people: they are easier to educate than adults and they are the future population of Glasgow; in addition, it is easier to prevent than change a wrong behaviour, but we have to start sensitizing teenagers since young age to obtain concrete results. In addition, sensitize young people about this topic could be useful to sensitize even their parents and convince them to decrease their behaviour.Alcohol Concern is aware that Scotland is a country with a strong and old alcohol consumption tradition and a campaign with a strong key message such as: Stop drinking!!! , wouldnt be useful.The real key message that Alcohol Concern wants to spread is another one: It is possible to drink but keep