BZgA [Alcohol? Know your limit.]

Transkript

1 [Alcohol? Know your limit.] Luxembourg, September 15, 2010

2 Contents I. Epidemiological Background II. III. IV. Goals and target groups Elements of the campaign Mass media Internet Personal communication Summary

3 I. Epidemiological Background Bundeszentrale für gesundheitliche Aufklärung

4 Number of in-patient hospital admissions due to alcohol intoxication in the age group of 10 to 19 year-olds Number D-Säule Year1 Source: Federal Statistical Office, Federal Government Commissioner on Narcotic Drugs

5 Trend in at least risky alcohol consumption (average daily consumption of pure alcohol > 24 g/day) by age groups Boys/Men Figures in % 30,0 25,0 27,5 25,4 27,1 26,7 20,0 16,5 17,1 18,1 20,4 16,4 22,3 20,5 19,5 21,8 15,0 10,0 5,0 4,1 3,5 4,2 0,0 Age groups: Survey year: 1,5 Total years years years years

6 Trend in at least risky alcohol consumption (average daily consumption of pure alcohol > 12 g/day) by age groups Girls/Women Figures in % 30,0 25,0 20,0 19,2 17,1 16,2 15,7 15,4 15,0 10,0 12,8 9,6 9,9 14,0 11,5 12,6 12,4 10,8 5,0 5,2 2,5 5,1 2,2 0,0 Age groups: Survey year: Total years years years years

7 II. Goals and target groups Bundeszentrale für gesundheitliche Aufklärung

8 Campaign for the (core) target group 12 to 16 year-olds Campaign for the (core) target group 16 to 20 year-olds Campaign for the target group Adults Started in March 2009

9 Goals of the Campaign Reduction of binge-drinking events Reduction of regular alcohol consumption Decline in the number of alcohol intoxications Improvement of knowledge and attitude change

10 Structure of the Campaign Goals: Reduction of regular alcohol consumption Reduction of binge-drinking events Decline in the number of alcohol intoxications Improvement of knowledge and attitude change Mass media Internet/SMS Personal communication Cooperation Media TV/cinema spots Posters, CLPs, free cards Print advertisements Brochures, flyers School film Information Interaction Programme for behavioural change Actions Peer actions Join-in course, movie festival Working materials for multipliers (school, youth leisure sector, sport) Cooperation Evaluation of individual media/measures Campaign evaluation and control of successl

11 III. Elements of the campaign Bundeszentrale für gesundheitliche Aufklärung

12 Goals: Reduction of regular alcohol consumption Reduction of binge-drinking events Decline in the number of alcohol intoxications Improvement of knowledge and attitude change Mass media Internet/SMS Personal communication Cooperation Media TV/cinema spots Posters, CLPs, free cards Print advertisements Brochures, flyers School film Information Interaction Programme for behavioural change Actions Peer education Join-in course, movie festival Working materials for multipliers (school, youth leisure sector, sport) Cooperation Evaluation of individual media/measures Campaign evaluation and control of success

13 Mass media communication via cinema, television and info screens

14 Mass media communiation via print advertising print media used: city-light poster youth magazines poster free post cards billboards

15 Mass media communiation via print advertising Disco At home/private Outdoor/public places Three print ads related to drinking situations

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17 Main message: Alcohol can do more damage than you might think!

18 Goals: Reduction of regular alcohol consumption Reduction of binge-drinking events Decline in the number of alcohol intoxications Improvement of knowledge and attitude change Mass media Internet/SMS Personal communication Cooperation Media TV/cinema spots Posters, CLPs, free cards Print advertisements Brochures, flyers School film Information Interaction Programme for behavioural change Actions Peer education Join-in course, movie festival Working materials for multipliers (school, youth leisure sector, sport) Cooperation Evaluation of individual media/measures Campaign evaluation and control of success

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20 Online communication via online bannering, social networks Bundeszentrale für gesundheitliche Aufklärung Facebook MySpace

21 Visits of the internet site: Effects of online marketing in spring Okt 2009 Nov 2009 Dec 2009 Jan 2010 Feb 2010 March 2010 April 2010 May 2010 June 2010 July 2010 Aug 10 Page visits Visits Visitors

22 Amount of users Bundeszentrale für gesundheitliche Aufklärung Use of self-test check your drinking Check-your-drinking is embedded into Oct 09 Nov 09 Dec 2009 Jan 10 Feb 10 March 10 Apr 10 May 10 June 10 July 2010

23 Goals: Reduction of regular alcohol consumption Reduction of binge-drinking events Decline in the number of alcohol intoxications Improvement of knowledge and attitude change Mass media Internet/SMS Personal communication Cooperation Media TV/cinema spots Posters, CLPs, free cards Print advertisements Brochures, flyers School film Information Interaction Programme for behavioural change Actions Peer education Join-in course, movie festival Working materials for multipliers (school, youth leisure sector, sport) Cooperation Evaluation of individual media/measures Campaign evaluation and success control

24 Personal communication Peer education

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26 Campaign measures at schools Bundeszentrale für gesundheitliche Aufklärung Join-in-course Clear View Youth Movie Festival Nicotine and Alcohol Spotlight on Everyday Drugs

27 Goals: Reduction of regular alcohol consumption Reduction of binge-drinking events Decline in the number of alcohol intoxications Improvement of knowledge and attitude change Mass media Internet/SMS Personal communication Cooperation Media TV/cinema spots Posters, CLPs, free cards Print advertisements Brochures, flyers School film Information Interaction Programme for behavioural change Actions Peer actions Join-in course, movie festival Working materials for multipliers (school, youth leisure sector, sport) Cooperation Evaluation of individual media/measures Campaign evaluation and control of success

28 IV. Summary Bundeszentrale für gesundheitliche Aufklärung

29 Summary Bundeszentrale für gesundheitliche Aufklärung Alkohol? Kenn dein Limit. [Alcohol? Know your limit.] focuses on youth and young adults age group years. The campaign follows a comprehensive intervention strategy by using mass media, internet and personal communication. In order to raise interest for the campaign, especially new media (online bannering, social networks, etc.) are used to reach the target group and to promote Campaign effects are monitored by nationwide representative surveys conducted in two years intervals.

30 Thank you very much for your attention! Contact address: Peter Lang Federal Centre for Health Education Cologne, Germany Phone:

31 This paper was produced for a meeting organized by Health & Consumers DG and represents the views of its author on the subject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumers DG's views. The European Commission does not guarantee the accuracy of the data included in this paper, nor does it accept responsibility for any use made thereof.