Social Marketing.

Our client wished to understand health aspirations and attitudes to alcohol among males and females aged 18-40yrs, who drink above recommended amounts of alcohol each week.

Focus groups and depth interviews explored attitudes to alcohol consumption and determined that it was generally felt that there was little need to moderate the amount of alcohol consumed, and that consumption was self-regulated rather than monitored by counting units. The research focused on understanding the percieved benefits of alcohol against the downsides, in order to determine potential exchanges to encourage moderation.

Taking this research one stage further, having identified the most vulnerable groups, further investigation was undertaken to pull together key messages for a social marketing campaign aimed directly at these groups.