Commitment details

Information about the commitment

Submission number 1351260983390-1562
Submission date
  • 26-Oct-2012
Owner of the commitment Diageo
Name of the organisation's representative in the forum Csaba Batyi
Name of the affiliated Umbrella Organisation or Federation
Title of the commitment Conoscere L'alcol
Commitment summary The Conoscere L'alcol campaign is designed to help consumers and shoppers make well-informed choices when purchasing and consuming alcoholic beverages.The campaign aims to promote responsible safe drinking for all consumers through increased awareness of alcohol limits and the effects of alcohol on a person. The campaign uses information displayed in leaflets placed near alcohol products in Auchan/SMA stores to communicate its key message. The leaflets display information tables from the Ministry of Health with a description of the effects of alcohol. The banners display the amount of alcohol content in the different beverages. All information supplied comes from official sources.

The campaign has received the patronage of the Ministry of Health and was endorsed by the Fondazione Veronesi NGO (scientific research).

Link to further information relating to the commitment
Forum members, associated with the commitment
Partners, associated to the commitment
  • Auchan Hyper stores/SMA
  • Fondazione Veronesi

Contact Point

Contact name Georgio Liviero
Organisation Diageo
Title/Position head of corporate relations Diageo Italy & Switzerland
Address
Via Principessa Felicita 8
10100 Torino
Italy
Tel 0039 011 6300330
Fax
Email giorgio.liveriero@diageo.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) Over the past few years, Diageo Italy has been working with its social partners in Italy to try and promote responsible behaviour regarding consumer choice and responsible drinking. This has included developing strong partnerships with local agencies and groups supporting this idea such as the Ministry for Health and the NGO Fondazione Veronesi.

According to research carried out by ISS (Ministry of youth), there is a need to increase information awareness surrounding consumer knowledge of their recommended daily intake of alcohol.

The campaigns main aim is to promote the provision of responsible drinking information amongst consumers of alcohol in a stimulating and informative way through its communication material in Auchan outlets.
Priority areas
  • Develop information and education programmes on responsible patterns of consumption
Baseline Since 2004, Diageo in association with its partners has been promoting its responsible drinking message through information campaigns. Based on ISS research there is a need to increase the information available concerning recommended unit levels and the effects of alcohol on consumers. Campaigns such as the Diageo Italy/Auchan/SMA campaign were established in order to promote more widespread access towards information concerning the consumption of alcohol.
Start date Jun-2012
End date Nov-2012
Expected interim date
  • 28-Feb-2013
Final report date
  • 28-Feb-2013
Member states
  • Italy
Other concerned countries

Commercial communication

Target
Tool
Description The Conoscere l'alcol campaign features an information campaign in targeted Auchan/SMA stores. The leaflets will be displayed in Key Auchan outlets outlining information tables from the Ministry of Health containing key information on the effects of alcohol. The banners display the equivalence of alcohol content in many different beverages. All information came from official government sources.

Consumer information

Target
  • No target group specified
Tool
  • Information on point of sales
Description

Counseling

Target
Tool
Description

Education

Target
Tool
Description

Media

Target
Tool
Description

Youth involvment

Target
Tool
Description

Research

Area
Description

Treatment

Target
Description

Commitment activities in the following Member States

Commitment activities in the following Member States

Information on monitoring

Objectives
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?)

Input indicators

Number of people involved
Time spent (Man/hours)
Cost (please indicate in €)
Other

Information on monitoring

Number of people reached
Number of people in the target group reached
Number of participants in different activities
Web site visitors
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term
Medium Term
Long Term

Evaluation details

Tool use
  • External evaluators
Type of methodology
  • Questionnaire

Details about the monitoring report

Title of the commitment
Conoscere L'alcol 2012
Name of the Forum member organisation owning the commitment
Diageo
Name of the Forum member organisation owning the commitment
Diageo
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)?
June 2012-September 2012
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Giorgio Liviero
Head of corporate relations Diageo Italy & Switzerland
giorgio.liveriero@diageo.com
Commitment summary (based on summary given in original commitment form):
The Conoscere L'alcol campaign is designed to help consumers and shoppers make well-informed choices when purchasing and consuming alcoholic beverages. The campaign aims to promote responsible safe drinking for all consumers through increased awareness of alcohol limits and the effects of alcohol on a person. The campaign uses information displayed in leaflets placed near alcohol products in SMA stores to communicate its key message. The leaflets display information tables from the Ministry of Health with a description of the effects of alcohol. The banners display the amount of alcohol content in the different beverages. All information supplied were worked in close collaboration with the Italian Ministry of Youth.

The campaign has received the patronage of the Ministry of Health through the program Guadagnare Salute (Gain Health)
The Italian Ministry of Health, in their report on the state of the nation with regards to health, recognised Conoscere l'alcol as a best practice program.
Web site/s relating to the commitment
Description of the implementation of the commitment
The Conoscere l'alcol campaign featured an information campaign in targeted Auchan/SMA stores. The leaflets were displayed in key Auchan/SMA outlets outlining information tables from the Ministry of Health which contained key information on the effects of alcohol. The banners displayed the equivalence of alcohol content in many different beverages. All information came from official government sources.
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 objective of the campaign was to increase knowledge regarding alcohol content and the effects of alcohol and to create awareness concerning responsible drinking behaviour. Most participants found the campaign informative and clear, and 94% of the interviewed declared to be "much more informed" or "more informed" about alcohol and its effects after being sensitised.
The issue of most interest to survey respondents was how to calculate the amount of alcohol consumed. This further displays that the objective of the campaign matched the publics need for specific and focussed information concerning responsible drinking.
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 campaign contributed to achieving the objectives of the Forum as it aimed to inform educate and raise awareness on the impact of harmful and hazardous consumption of alcohol and aims to promote more responsible drinking patterns amongst consumers.
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)
The total budget was around € 65,000
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)
*70 SMA stores covered by the program
*740.000 consumers interacting with the materials (based on number of purchases containing at least one alcohol drink)
*18 stores activated with in store activations (dedicated personel &RD materials)
*Around 150 direct participants per stage, more than 2.600 overall
*Over 500 people have tried the driving simulator
*Over 5.000 information leaflets distributed
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
After being sensitized 94% of the interviewed declared to be "much more informed" or "more informed" about alcohol and its effects
Medium term
Long term
Other
Evaluation details (tools and methods used, internal or external evaluators...)
An independent questionnaire was used to measure the effectiveness of this campaign toward final SMA consumers all around the country.
The Italian Ministry of Health, in their report on the state of the nation with regards to health, recognised Conoscere l'alcol as a best practice program.
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.)
Conoscere L'alcol was in its first year, so there is no benchmark or equivalent campaign on which to compare its effectiveness. It is the first example of retail and customer collaboration in Italy and proved very successful in its dissemination of key responsible drinking messages.
Dissemination (How were the results of the commitment disseminated?)
The project has been communicated through the various responsible drinking programmes themeselves, the subsequent public relations campaign and indirect publicity came from media exploited by Auchan SMA which includes the Auchan SMA newsletter and media contacts.
References to further information relating to the monitoring of the commitment
Attachments