Commitment details

Information about the commitment

Submission number 1330546873860-1506
Submission date
  • 29-Feb-2012
Owner of the commitment SABMiller
Name of the organisation's representative in the forum Gabor Garamszegi
Name of the affiliated Umbrella Organisation or Federation Brewers of Europe
Title of the commitment Family Based Approaches to prevent alcohol misuse
Commitment summary SABMiller is committed to providing its consumers with accurate and balanced information relating to alcohol consumption and to working with partners to address the harms caused by irresponsible consumption. SABMiller has committed to supporting research undertaken by Demos, one of the UK's leading think-tanks, into the impact that alcohol abuse has on families and the role that different parenting styles have on excessive drinking behaviour in 18 to 25 year olds.
On 1st March 2012 in partnership with two of the UK's leading alcohol and drugs charities, Adfam and Addaction, Demos will begin research into family-based approaches to prevent alcohol misuse. Together, they will conduct the first ever large-scale detailed piece of research into the difficulties that problem families face in respect of alcohol misuse and what support they need.
The research and policy recommendations will be undertaken wholly independently of SABMiller. SABMiller has requested that the research draws on the insights of a wide pool of experts to ensure that it is accurate and balanced, reflecting fully the impact that parenting styles have on future drinking patterns, excessive drinking and the family unit as a whole. The research will be overseen by a steering committee comprising of academics, public health specialists, industry bodies and SABMiller. Demos have full editorial control of the research which reflects the input and broad expertise of the steering group. The research will aim to provide new insight into what types of interventions will be most effective at helping families deal with alcohol-related problems.
Demos is an independent think tank exploring policy solutions to a range of social and economic problems. Its goal is to seek progressive solutions to policy problems, which empower and build the capabilities of the most vulnerable or excluded. This project will be led by Jonathan Birdwell, researcher and co-author of the Demos report Taking Drugs Seriously: a Demos and UK Drug Policy Commission Report on Legal Highs and Jamie Bartlett, author of Under the Influence.
Adfam is the national umbrella organisation that provides advice and practical guidance to groups and individuals working to support families affected by drug and alcohol misuse.
Addaction is the UK's leading specialist drug and alcohol treatment charity. They have over 40 years experience of working to help transform the lives of people affected by drug and alcohol problems.
Link to further information relating to the commitment See the report of DEMOS "Under the Influence" conducted in 2011 at http://www.demos.co.uk/projects/under-the-influence-
Forum members, associated with the commitment
Partners, associated to the commitment
  • Addaction
  • Adfam
  • DEMOS

Contact Point

Contact name Christine Thompson
Organisation SABMiller Plc
Title/Position Manager, Government Relations, UK
Address
Churchstreet West SABMiller House
GU21 6HS Woking, Surrey
Other
Tel +44(0) 1483 263521
Fax
Email christine.thompson@sabmiller.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point

Information about the commitment

Background to the commitment (if any) In strictly medical terms, binge-drinking in the UK – as measured as more than twice the recommended daily allowance of alcohol consumed in a single episode – has been falling for at least five years in a row, and is not significantly higher than in other European countries. However a small, but possibly growing, number of young adults in the UK is drinking to extreme excess,often in an intentionally reckless and very public way, putting
themselves and others at risk of harm – and causing considerable social and financial cost. There is a growing body of evidence which shows that the way a child is brought up has an enormous influence on his or her life chances and wellbeing. There is also very strong evidence that particular ‘parenting styles’ are associated with a range of beneficial outcomes in young people, such as improved educational attainment, greater social responsibility. These are outcomes that are also likely to militate against irresponsible drinking behavior.
Priority areas
  • Develop a strategy aimed at curbing under-age drinking
  • Develop information and education programmes on the effect of harmful drinking
  • Promote effective behavioural change among children and adolescents
Baseline In 2011 DEMOS undertook an empirical examination of how general parenting styles affect how a child will drink in adolescence and adulthood. SABMiller funded the research. It is the first attempt to unpick the specific relationship between general parenting style and alcohol consumption in the UK. To do this, DEMOS analysed two sets of longitudinal data. The ALSPAC contains data on 14,062 babies born in Avon, England between April 1991 and December 1992 (although with attrition rates and missing data, DEMOS used around 4,000 children). The BCS began in 1970 when data were collected for 17,694 babies born one week of the year from all across the UK. The research and policy recommendations were undertaken wholly independently of SABMiller. The research was overseen by a steering committee of public health experts, academics and policy specialists.
Start date Mar-2012
End date Jan-2013
Expected interim date
  • 29-Jun-2012
Final report date
  • 31-Jan-2013
Member states
  • United Kingdom
Other concerned countries

Commercial communication

Target
Tool
Description

Consumer information

Target
Tool
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
  • Alcohol related harm
  • Drinking patterns/consumption
Description Research into the difficulties problem families face in respect of alcohol misuse. Development of practical interventions that can help families deal with irresponsible drinking behaviour and develop responsible drinking norms

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives To build an evidence base, endorsed by a multi-stakeholder coalition of people/organisations, to support the development of policy recommendations linked to parents and their central role in building and encouraging personal responsibility in respect of healthy alcohol consumption
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) The research will provide the Forum with specific recommendations around the ways in which to develop policy around parents in respect of tackling alcohol misuse. It will also develop an evidence base to support decisions about where to effectively intervene with programmes and projects that can help parents.

Input indicators

Number of people involved 2 researchers with support from Adfam and Addaction (1 person each)
Time spent (Man/hours) 6 months
Cost (please indicate in €) Euros 78,000
Other

Information on monitoring

Number of people reached
Number of people in the target group reached 90 families experiencing problems in respect of alcohol misuse
Number of participants in different activities
Web site visitors Demos reports are typically downloaded 10,000 times by policy makers etc
Number of products
Number of pamphlets/adverts Research to be disseminated to Addaction and Adfam frontline workers
Established number of contacts
Other Case studies outlining parental interventions that have shown demonstrable effectiveness
Three policy round-tables led by Demos including government, policy advisors, academics, industry representatives and advocacy groups (20 people per round-table)

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
Type of methodology
  • Structure interviews

Details about the monitoring report

Title of the commitment
Family Based Approaches to prevent alcohol misuse
Name of the Forum member organisation owning the commitment
SABMiller
Name of the Forum member organisation owning the commitment
SABMiller
Is this a report for an ongoing commitment or a final report?
FINAL
What is the time period covered by this report (in the case of a final report, the reporting period is the life span of the commitment)?
01/03/2012 - 01/01/2013
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Thompson Christine
Manager, Government Relations, UK
Churchstreet West SABMiller House
GU21 6HS Woking, Surrey GB
+44 (0) 1483 263521

christine.thompson@sabmiller.com
Commitment summary (based on summary given in original commitment form):
SABMiller is committed to providing its consumers with accurate and balanced information relating to alcohol consumption and to working with partners to address the harms caused by irresponsible consumption. SABMiller has committed to supporting research undertaken by Demos, one of the UK's leading think-tanks, into the impact that alcohol abuse has on families and the role that different parenting styles have on excessive drinking behaviour in 18 to 25 year olds.
On 1st March 2012 in partnership with two of the UK's leading alcohol and drugs charities, Adfam and Addaction, Demos began research into family-based approaches to prevent alcohol misuse. Together, they conducted the first ever large-scale detailed piece of research into the difficulties that problem families face in respect of alcohol misuse and what support they need.
The research and policy recommendations was undertaken wholly independently of SABMiller. SABMiller requested that the research draws on the insights of a wide pool of experts to ensure that it is accurate and balanced, reflecting fully the impact that parenting styles have on future drinking patterns, excessive drinking and the family unit as a whole. The research was overseen by a steering committee comprising of academics, public health specialists, industry bodies and SABMiller. Demos had full editorial control of the research which reflects the input and broad expertise of the steering group. The research aims to provide new insight into what types of interventions will be most effective at helping families deal with alcohol-related problems.
Demos is an independent think tank exploring policy solutions to a range of social and economic problems. Its goal is to seek progressive solutions to policy problems, which empower and build the capabilities of the most vulnerable or excluded. This project was led by Jonathan Birdwell, researcher and co-author of the Demos report Taking Drugs Seriously: a Demos and UK Drug Policy Commission Report on Legal Highs and Jamie Bartlett, author of Under the Influence.
Adfam is the national umbrella organisation that provides advice and practical guidance to groups and individuals working to support families affected by drug and alcohol misuse.
Addaction is the UK's leading specialist drug and alcohol treatment charity. They have over 40 years experience of working to help transform the lives of people affected by drug and alcohol problems.
Web site/s relating to the commitment
http://www.demos.co.uk/projects/under-the-influence-
http://www.demos.co.uk/publications/feelingtheeffects/
Description of the implementation of the commitment
The project began with Demos presenting some initial scoping research, the project aims, the methodology and a project plan to a Steering Committee of experts assembled to give advice and feedback on the research. The Steering Committee consisted of representatives from academia, charities supporting families with alcohol problems, policy advisors and two MPs.

Demos then worked in partnership with Adfam and Addaction to recruit families where at least one parent suffered from alcohol misuse to take part in the research. We recruited parents in 11 different locations across the UK with a mix of urban and rural settings. The parents were recruited to take part in a semi-structured that lasted approximately 1
Objectives (cf. sections 4-5 of the Monitoring Commitment in Annex II of the Forum Charter): in which way and to which extent have the objectives set out in the original commitment form been achieved in the reporting period?
The objectives were to: To build an evidence base, endorsed by a multi-stakeholder coalition of people/organisations, to support the development of policy recommendations linked to parents and their central role in building and encouraging personal responsibility in respect of healthy alcohol consumption.
All of the objectives were achieved.
Build an evidence base: In the first report Under the Influence, Demos conducted original research utilising two longitudinal datasets that demonstrated a strong link between parenting style and children
Relevance (i.e. how did the commitment during the reporting period contribute to achieving the overall aims of the Forum - cf. section 3 of the Monitoring Commitment in Annex II of the Forum Charter)
The commitment contributed to the overall aims of the Forum by providing a solid evidence base to support decisions about where to effectively intervene with programmes that can help parents. The research showed that providing warmth and affection in the early years (0 to 3 years old) and consistent enforcement of discipline in adolescence (between 12 and 16 years old) were the best protections against children adopting problematic drinking behaviours in adolescence and adulthood. The research also demonstrated that the more frequently a child perceives their parent to drink, the less likely that parent is an effective
Input indicators (resources allocated to the commitment ("What was done to put the objectives into practice?") - cf. section 5a of the Monitoring Commitment in Annex II of the Forum Charter)
In 2010
Output indicators (measure from a quantitative point of view the results created through the use of inputs ("What was achieved with the resources allocated to the commitment") - cf. section 5b of the Monitoring Commitment in Annex II of the Forum Charter)
Outreach and direct engagement with 50 families suffering from alcohol misuse problems, which equaled a total of 89 individuals including 26 children and young people.
Three Demos reports: Under the Influence - interim report, 2011; Under the Influence, 2011; Feeling the Effects, 2012 (Downloads for Under the Influence since November 2012 are 476 with an average of 140 downloads per month. In the two months following a report launch downloads are between 500-1,000 and then taper downward to an average of 150 per month. As Under the Influence was launched in September 2011 we estimate the report has been downloaded approximately 5,000 times. Downloads for Feeling the Effects, which was launched in December 2012 are 1,148.)
Two Parliament launch events, six Party Conference events and presentations at three policy dinners in London and Scotland held by the Institute of Ideas with high profile panel speakers, including MPs (2011 & 2012) (with total ca. 300 attendees at all events).
Presentations at numerous other events and seminars across Europe, including the European Brewers Annual Conference in Poland in 2011. (Total number of people reached in all public presentations / seminars is estimated at approximately 1,000)
Dissemination of both reports to over 200 stakeholders in UK and Europe
Outcome and impact indicators (how successful has the commitment been during the reporting period in relation to the original objectives - cf. section 6 of the Monitoring Commitment in Annex II of the Forum Charter. These indications go beyond the minimum agreed requirements to monitor a commitment, and it is expected that this type of evaluation will not be carried out for all commitments.)
Short term
The short-term impact of the research can be seen in the extensive media and press coverage the reports received. The research has appeared in nearly all of the major British media outlets
Medium term
The success of the commitment in the medium term can be seen in continued speaking invitations and requests from media and press for comments regarding alcohol issues. The Demos research has also helped to provide an evidence base to charities working to support families and parents with alcohol misuse issues. The research and report has received public praise from a wide range of experts, policy makers and opinion-formers
Long term
The Demos research has helped to put the issue and impact of parenting at the heart of the debate among Government, experts and academics. As the Government devolves responsibility for alcohol policy to Local Authorities, Demos will seek to influence the decision of UK local authorities to invest in parenting support and initiatives to decrease likelihood of binge drinking in the future.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
The tools and methods used for the research included logistic regression analysis of longitudinal datasets, as well as qualitative semi-structured interviews with parents, partners and children growing up in homes with alcohol misuse.

Evaluation of the success of the commitment is based on the quality and breadth of the media coverage, continued engagement with key policymakers and stakeholders, as well as requests to speak at conferences and seminars across the UK and Europe.

The Demos website
Other comments related to monitoring the commitment (This section is to be used to add any other information which can be useful in terms of understanding issues relating to the monitoring of your commitment, such as, any major obstacles that have been encountered, sources of data used, etc. If the basic details of the commitment have been changed, this field is to be used to explain why and how they were changed.)
The information above focuses primarily on the most recent report entitled Feeling the Effects published by Demos in partnership with Adfam and Addaction, and supported by SABMiller. However, we also include information from the first report published by Demos and supported by SABMiller entitled Under the Influence. Overall, Demos and SABMiller have worked together for approximately three years exploring the issue of parenting and alcohol misuse.
Dissemination (How were the results of the commitment disseminated?)
All Demos reports are freely downloadable from the Demos website.

In addition to the media and press coverage that the research reports received, Demos organised mailout disseminations for both Under the Influence and Feeling the Effects. Both reports were sent to over 200 key stakeholders, including MPs and policymakers, civil servants, academics, local authorities, those in the health sector and frontline charity workers.

Demos researchers also continue to speak about the research at events, conferences and seminars.

Demos and SABMiller are also in the process of translating the report into Polish for dissemination to 300-400 key Polish policymakers and stakeholders.
References to further information relating to the monitoring of the commitment