Alcohol
Young Women and Alcohol Program - Australia
Client: Queensland Health.
Target Audience: women aged 18-24 years.
Summary: Convenience Advertising assisted Queensland Health to implement a program targeting 18-24 year old women to promote services to help them deal with problem drinking through the supply of six-panel take away cards and A4 messages.
Informing the young women of the risks associated with excessive drinking, the campaign involved the installation of the “Make up your own mind about drinking” messages in female bathrooms of locus of risk venues, such as hotels, nightclubs, universities and TAFEs in Brisbane, Toowoomba, Rockhampton, Gold Coast, Sunshine Coast and Cairns.
Result: A card activity report for the first month using the licensed venue category only indicated the cards were well received with 11,392 cards taken during that month. The intervention reached 296,300 young women each week throughout the duration of the campaign.
Alcohol Awareness Campaign - Australia
Client: Victorian State Government.
Target Audience: Tertiary students aged 18-24.
Summary: The Victorian Government initiative aimed to increase the awareness and understanding of drinking at hazardous levels. The campaign targeted tertiary students aged 18 – 25 and was implemented across nine Victorian tertiary institutions and 18 campuses, commencing in late July 2003 and concluding in July 2004.
It aimed to highlight the health risks associated with binge drinking that alone, and as a factor for other risk taking behaviours, could lead to early mortality and morbidity. Furthermore, among this sector of the young adult population, other negative consequences included being taken advantage of sexually or socially, or becoming involved in intimate relationships too quickly.
Convenience Advertising installed and maintained 500 display points in universities, TAFE college, pubs and clubs for an initial six month period which was further extended until July of 2004. This was further enhanced and augmented by wallet sized take away information cards placed in card holders attached to A4 frames in select hand dryer locations. It also involved bus and tram shelter advertising.
Results: Almost 70 per cent of young people surveyed about a Convenience Advertising/Victorian Government tertiary alcohol campaign recalled messages without prompting.
Deakin University evaluated the campaign with intercept interviews with 816 students. It aimed to establish students’ awareness and recall of the campaign, awareness of services; influence of the campaign on drinking; and opinions about the campaign.
Key findings of the campaign included:
• The campaign was perceived to be informative by 53 per cent of students and effective by 43 per cent of students.
• 43 per cent of the students identified that the campaign was communicating that excessive drinking is pathetic, stupid and ‘not cool’.
• 67 per cent of students interviewed in relation to the narrowcast element recalled the campaign, compared to 60 per cent of those interviewed in relation to transport shelter advertising.
Drink Spiking Prevention Program - Australia
Client: Crime Prevention Victoria.
Target Audience: Men and women aged 18-30; Staff of licensed premises.
Summary: Convenience Advertising has built on the success of the “Keep and eye open” drink spiking campaign, with its second Victorian education program in 2004-05. Funded by Crime Prevention Victoria, “Keep an eye open” was launched in May 2002, aiming to reduce the risks and harms associated with drink spiking. Educational messages for licensed venue staff and patrons were implemented warning the target audiences about the dangers of drink spiking.
Result: An independent evaluation showed almost 70 per cent of patrons of these venues remembered the campaign without prompting. Convenience Advertising and Utility developed three new messages – one each for men, women and bar staff. There were 500 of these in 100 loci of risk and engagement venues state-wide.
The key findings of the campaign include:
• 66 per cent of patrons recalled the material without prompting. This rose to over 90 per cent when prompted;
• 97 per cent thought bathrooms of venues were appropriate for the campaign advertising;
• 96 per cent of staff members recalled the material without prompting;
• 82 per cent of staff said they found the information relevant and useful to them.
Alcohol Student Awareness Campaign - Ireland
Client: Mature Enjoyment of Alcohol in Society (MEAS).
Target Audience: Young adults attending tertiary institutions.
Summary: In January 2006 Convenience Advertising Ireland was contracted by MEAS (Mature Enjoyment of Alcohol in Society) to implement a narrowcast campaign throughout the Convenience Advertising national network of universities and colleges on behalf of the Respect Alcohol Student Awareness Program. The narrowcast program commenced in February 2006 and was in place for 3 months.
The program aims to encourage responsible drinking patterns and the avoidance of binge drinking and abuse of alcohol by students. Young people and regular excessive (binge) drinking continue to be a source of focus for public health measures that seek to reduce alcohol-related harm, and during student festivals such as the Spring “Rag Week” where binge drinking is a serious issue.
Convenience Advertising installed 138 display points in bathrooms of 24 educational establishments, reaching approximately 170,000 students weekly throughout the country, with emphasis placed equally on both males and females.
