Alcohol Misuse 2006: Campaign Evaluation [Research Publications]

This report provides an evaluation of the effectiveness of the first phase of the 'Don't Push It' alcohol misuse campaign

BACKGROUND

* TNS System Three was commissioned by Office of Chief Researcher to conduct two waves of research in order to evaluate the latest Scottish Executive alcohol misuse campaign 'Don't Push It': the first wave conducted in August 2006 prior to the launch of the advertising campaign, the second carried out in December 2006 directly following the campaign.

* Interviews were conducted in Edinburgh, Glasgow, Inverness and Aberdeen among 16-35 year olds who drink alcohol outside the home at least once a week. In-hall CAPI (Computer Assisted Personal Interviewing) was the vehicle for data collection, with the more sensitive sections of the questionnaire self completed by respondents.

* The main objectives of this advertising research were to:

* measure the effectiveness of the campaign in terms of advertising awareness and key communication take-out; and

* to monitor attitudes towards the round culture in Scotland.

* This report focuses mainly on changes between the pre and post waves of research conducted in August and December 2006. There are some references to the post wave research conducted in December 2005 (which evaluated the 2005 'Don't let too much drink spoil a good night out' campaign) as appropriate. The main findings are outlined in the paragraphs that follow. Throughout, the waves will be referred to as ' Post December 2005', ' Pre August 2006 'and ' Post December 2006'.

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