Commitment details

Information about the commitment

Submission number 1396867260479-1643
Submission date 2014-05-19 15:47:56
Owner of the commitment The Alcohol Beverage Federation of Ireland (ABFI)
Title of the commitment Promoting Pacing' to challenge harmful drinking patterns and styles
Commitment summary Building on previous commitments we will undertake a programme of integrated initiatives to further challenge cultural norms supporting harmful drinking patterns and styles. While Irish people drink less often than their European counterparts, they drink more and at a faster rate on an occasion of drinking. It is this style of drinking we will continue to challenge by motiving and empowering consumers to drink less on an occasion and drink at a slower pace.
Link to further information relating to the commitment www.drinkaware.ie
www.reclaimyourweekend.ie (RYW)
www.meas.ie
https://www.facebook.com/drinkaware.ie
www.abfi.ie
Forum members, associated with the commitment
Information about Forum members co-owning the commitment
  • The Alcohol Beverage Federation of Ireland (ABFI)

Contact Point

Contact name Aoife Keane
Organisation
Title/Position
Address


Ireland
Tel
Fax
Email aoife.keane@ibec.ie
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) Under the Sustaining Progress Social Partnership Agreement the Government and the Social Partners in Ireland agreed to undertake a special initiative in the area of alcohol and drug abuse. The coming together for the first time in Ireland of the key stakeholders in a Working Group on Alcohol Abuse represented a significant step forward in the process of the addressing alcohol related harm in Ireland. The Working Group was requested to examine the three specific areas: 'Underage Drinking', 'Harmful (binge) Drinking' and 'Drink Driving', which led to the development and agreement of an action based report ('Working Together to Reduce the Harm Caused by Alcohol Problems', 2005).

In Ireland, drinks industry funded consumer responsible drinking campaigns are channelled through the one body, the operationally-independent organisation, MEAS.
Priority areas
  • Develop information and education programmes on responsible patterns of consumption
Start date Apr-2013
End date Sep-2014
Member states
  • Ireland
Type of commitment activities (principal) Consumer information
Type of commitment activities (secondary)

Information on monitoring

Objectives 1. To challenge specific cultural norms associated with harmful drinking patterns and styles
2. To provide information and strategies supportive of low risk drinking patterns and styles
3. To motivate consumers to adopt low risk drinking patterns and styles
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Through honouring the commitment, the initiative addresses the aims of the Forum by providing information and education on the effect of harmful drinking and on responsible patterns of consumption through delivery of an integrated communications plan which challenges consumers to rethink their drinking' behaviours.

Input indicators

Number of people involved 5
Time spent (Man/hours) 5 x full-time equivalent
Cost (please indicate in €) Investment (in cash and in kind) of over €2.7million
Other We will undertake a series of inter-related initiatives in partnership wherever possible, with bodies including; the Road Safety Authority, the Irish Police force, The Digital Hub, The Department of Foreign Affairs, The Football Association of Ireland, Irish Water Safety, Hailo Taxi App, Insomnia Coffee Shops and Microsoft Networks (MSN). MEAS staff commitment MEAS employs five full time staff members. This includes; Chief Executive, Communications Manager, Communications Officer, Marketing Manager and one Administrator. Agencies to be retained/ consulted by MEAS to support delivery of the commitment include; Web Design Agency, Social Media Agency, PR Agency Support, Creative Agency and Media Placement Agency.

Information on monitoring

Number of people reached 70% of Irish adults to be reached. 1million+ visitors to drinkaware.ie
Number of people in the target group reached 80%+ of the target age group to be made aware of drinkaware.ie
Number of participants in different activities 500 people to undertake ServeAware.ie responsible server training
Web site visitors We aim to increase unique visits to drinkaware.ie by 10%.
Number of products Pacing Campaign,10 tactical campaigns & responsible server training.
Number of pamphlets/adverts Pacing/Morning After TV, radio & outdoor. Guide series & ticketbacks.
Established number of contacts Newsletter Database: 40,718 contacts Facebook page: 55,254 Likes
Other

Outcome and impact

Short term Attitude change in relation to pacing of drinking.
Medium Term Behavioural change in relation to pacing of drinking
Long Term Increased adherence with official low risk drinking guidelines

Evaluation details

Tool use
  • External evaluators
  • Internal evaluators
Type of methodology
  • Questionnaire

Details about the monitoring report

Title of the commitment
Promoting Pacing' to challenge harmful drinking patterns and styles
Name of the Forum member organisation owning the commitment
The Alcohol Beverage Federation of Ireland (ABFI)
Name of the Forum member organisation owning the commitment
The Alcohol Beverage Federation of Ireland (ABFI)
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)?
1 April, 2013 to 30 September, 2014
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Keane Aoife - The Alcohol Beverage Federation of Ireland (ABFI)


Ireland


aoife.keane@ibec.ie
Commitment summary (based on summary given in original commitment form):
Building on previous commitments we will undertake a programme of integrated initiatives to further challenge cultural norms supporting harmful drinking patterns and styles. While Irish people drink less often than their European counterparts, they drink more and at a faster rate on an occasion of drinking. It is this style of drinking we will continue to challenge by motiving and empowering consumers to drink less on an occasion and drink at a slower pace.
Web site/s relating to the commitment
www.drinkaware.ie
www.reclaimyourweekend.ie (RYW)
www.meas.ie
www.dare2bdrinkaware.ie
https://www.facebook.com/drinkaware.ie
www.abfi.ie
Description of the implementation of the commitment
Mass media advertising channels and radio and television programme opportunities were employed to challenge the cultural norm of round drinking' and to empower the consumer to drink at his/her own pace. TV advertisement carrying the message "the Best Pace to Drink at is Your Own", outdoor advertisements and all creative collateral encouraged consumers, via a call to action, to visit www.drinkaware.ie

Broadcast channels, print media, public relations activity, and content communicated via digital platforms (video clips, digital guides, interactive tools, competitions and event/deal information on websites, social media and video channels), and printed guides, cards, bookmarks, festival/event tickets and drinks calculators provided information explaining what a moderate drinking pace and quantity means.

Strategies to help the consumer drink at a moderate pace were communicated to consumers via the channels referred to above.

Information and strategies supporting a moderate drinking pace were communicated to consumers in a time relevant and venue appropriate way:
o information on the length of time it takes the body (on average) to process one standard drink was communicated particularly on weekend days, in the evening prior to going out, and in the morning after a night's socialising;
o Information explaining standard drinks and tips to pace your drinking were communicated, e.g, prior to the national festival, over the Easter, Halloween and Christmas/New Year holiday periods:
o the Summer festivals period was a time of particular focus for the above mentioned messages/strategies as well as a focus for the Reclaim Your Weekend' motivational message.
o The theme of the 2012/2013 Dare2Bdrinkaware.ie multimedia competition was Pacing your Drinking'; the theme of the 2013/2014 competition - which encouraged student teams to develop and deliver their own campaigns - was the promotion of a moderate drinking style.

Current Information on low priced or free events and activities was provided via the Reclaim Your Weekend' mini website. This was linked to the other digital platforms. Consumers were encouraged to Pace their drinking in order to be in a good position to enjoy the events/activities promoted.

Partnerships and collaborations with a broad range of bodies supported the delivery of the commitment messages, e.g. with Hailo Taxis, the St. Patrick's Festival, the Union of Students in Ireland, the Road Safety Authority, the Gardai, Coca Cola, Kildare County Council, Irish Water Safety, Happenings etc.

Consumers were incentivised to engage with the information and strategies across the digital platforms via competitions and interesting information on events/activities relevant to them.

While the Pacing messaging, the information and strategies on how to pace, and the motivational messaging about why one should pace their drinking were communicated throughout the commitment period, tactical initiatives were undertaken to bring a strong and concentrated focus to the messaging, e.g. the Morning After' campaign, the Festivals' campaign, the Dare2Bdrinkaware student campaign competition - teams of third level students, shortlisted on foot of the 2013/2014 Dare2Bdrinkaware competition, were supported in developing and delivering their own campaigns to their peer group through the availability of seed funding and the support of expert, celebrity champions.
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?
1. To challenge specific cultural norms associated with harmful drinking patterns and styles
2. To provide information and strategies supportive of low risk drinking patterns and styles
3. To motivate consumers to adopt low risk drinking patterns and styles
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)
Through honouring the commitment, the initiative addresses the aims of the Forum by providing information and education on the effect of harmful drinking and on responsible patterns of consumption through delivery of an integrated communications plan which challenges consumers to rethink their drinking' behaviours.
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)
5 x full-time equivalent staff
Investment of approximately €1,520,000 plus considerable in kind support.
o Services of PR agency, creative agency, web design agency, social media agency and media placement agency employed to produce the creative materials, place the paid for media and bonus media, and to publicise the campaign messages.
o Partner bodies and organisations provided their personnel, resources and networks, e.g. The Road Safety Authority provided monetary input and PR support; the Gardai communicated relevant campaign messages via their social media channels and supported the distribution of the Morning After' card; Irish Water Safety supported the communication of the Never Ever Drink and Dive or Swim or Sail ." message; the Irish Libraries Network made its nationwide network of libraries available to distribute the Water Safety bookmark; Google provided Add Words free of charge to an agreed limit.
o Provision of marketing, administrative and funding support for training programmes in responsible serving
o Investment in development of on-line training resource for servers at festivals and events
o Development of social media messaging guidelines for third parties promoting the pacing message via their digital platforms.
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)
73% of Irish adults have seen messaging; 80+% on a prompted basis.
1.18+ million unique visitors to www.drinkaware.ie
2,025 people undertook the ServeAware training course.
1,539 participated in the Responsible Serving of Alcohol programme;
The Pacing' campaign messages were communicated via mass media between April and June 2014, and via 10 tactical campaigns during the reporting period, i.e. the Morning After' campaign delivered at key festive times in 2013 and 2014;
The Summer Festivals campaigns, 2013 and 2014
The Dare2bdrinkaware.ie short film and multimedia competition 2012/2013, and the Dare2Bdrinkaware.ie 2013/2014 Campaigns by Students for Students' competition the competition messages reached more than half a million;
The Never Ever Drink and Dive or Swim or Sail ' 2013 and 2014 campaigns;
The December, 2013 'social media competition;
The Reclaim Your Weekend' initiative, 2013 and 2014.

54 press releases were issued to national and regional broadcast and print media.

Responsible drinking messages/competitions featured week long on the drinkaware.ie facebook page. Likes' increased by 45 % over the reporting period, from 55,254 to 80,000+

Twitter followers: increased by 14+%; 19 on-line Newsletters despatched to 45,029.

53,000 were interested in Reclaiming their weekend' in 2013.

The creative output included: Pacing' TV and digital adverts; radio adverts; outdoor posters; in-bar and washroom advertisements; 11 separate digital survival guides; a festivals video; water safety wallet sized card and bookmark; drinks calculators, on-going current information on things to do (via Reclaim your Weekend' mini site .
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
Attitude change in relation to pacing of drinking.
In January, 2014 independent research found:
9 in 10 agreed that being drunk in public is unattractive to the opposite sex
9 in 10 said drinkaware.ie should be used more widely and 7 in 10 said it was effective without pointing the finger.
8 in 10 said there was growing awareness of the effects of excessive drinking;
Medium term
Behavioural change in relation to pacing of drinking
7 in 10 think about the pace of their drinking more often now
6 in 10 said they now think about how much they drink.
9 in 10 said they drank the same or less in 2013 versus 2012
Overall alcohol consumption reduced by 26% since 2001 and by 20% since 2006. The drinkaware.ie initiative was established in 2006.
Long term
Increased adherence with official low risk drinking guidelines
8 in 10 now organise transport to avoid anyone drink driving
6 in 10 know what a Standard Drink is;
5 in 10 know the time it takes to process alcohol.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
Tool Used: Millward Browne (MB) was commissioned to undertake nationally representative research in January, 2014; this followed MB research in January in each of the previous 7 years and has enabled annual tracking and evaluation.

Type of Methodology: Questionnaire amongst a nationally representative sample, uplifted to facilitate research of the primary drinkaware.ie target market .

Monthly digital statistics reports were developed using Google Analytics, analysed and circulated to CEO nad Board;
Facebook interaction was monitored, recorded, evaluated and reported on monthly;
Google Adwords activity was also evaluated and reported on monthly , as was traffic to the 'Reclaim Your Weekend' website.
All media interviews and reporting was reconded internally, evaluated and circulated to CEO and Board;
All requests for drinkaware.ie resources were logged internally.
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.)
Dissemination (How were the results of the commitment disseminated?)
Via Press releases -54 were issued in the reporting period
Articles were provided to magazines, newspapers and electronic media
Advertisements, both print and digital were placed in relevant media
E-Newsletters - 19 were despatched during the period
Conferences - presentations were made at conferences/meetings in Ireland (2) and abroad (3) on the commitment campaigns and activities
CEO reported regularly to the board on the progress of the commitment and included in this report media contact, digital statistics and the performance of the commitment against defined Key Performance Indicators, including consumer comprehension, the effectiveness and the efficiency of the media and creative employed, and the changes in key attitude and behaviour statements/measures
Briefing notes were provided to stakeholders
Presentations were made to stakeholders
References to further information relating to the monitoring of the commitment
Attachments