Commitment details

Information about the commitment

Submission number 1397480353403-1647
Submission date 2014-04-14 15:12:15
Owner of the commitment SABMiller
Title of the commitment Parenting styles and influence to prevent alcohol misuse
Commitment summary SABMiller is committed to providing its consumers with accurate and balanced information relating to alcohol consumption. In 2012 SABMiller supported 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. 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. SABMiller has committed to support a similar research done by Demos in Romania, with the involvement of local stakeholders. In Romania the local implementation will be supported, by Ursus Breweries, the Romanian subsidiary of SABMiller. Research will be implemented by a local think-tank, Institute for Public Policies (IPP). The project will be overseen by a Steering Committee comprising of local stakeholders. The aims of this research: i) Determine whether the link between parenting style and children's drinking behaviour found in the UK exists in Romania; ii) compare alcohol consumption and drinking behaviour in Romania to the UK and other European countries; iii) raise awareness among key Romanian stakeholders of the evidence around parenting and children's likelihood of becoming hazardous drinkers; iv) develop evidence-based policy recommendations for the Romanian Government, charities and the alcohol industry to tackle alcohol harms.
Link to further information relating to the commitment www.desprealcool.ro; www.demos.co.uk/projects/under-the-influence; www.demos.co.uk/publications/feelingtheeffects/
Forum members, associated with the commitment
  • [Public] Institute of Public Policies - Romania
  • [Public] DEMOS - UK
Information about Forum members co-owning the commitment

Contact Point

Contact name Gabor Garamszegi
Organisation SABMiller Europe AG
Title/Position Corporate Affairs Director
Address
Neuhofstrasse 4
CH-6341 Baar
Switzerland
Tel 41) 767 4715
Fax (0)41 767 4704
Email gabor.garamszegi@sabmiller.com
If the commitment is implemented in more than one Member State indicate for each country the name of the national contact point
  • [Romania] Robert Uzuna

Information about the commitment

Background to the commitment (if any) Discouraging irresponsible drinking is one of SABMiller's and Ursus Breweries' ten Sustainable Development priorities. Ursus Breweries regards it as a priority to remind adult consumers about making responsible decisions regarding their alcohol consumption and also support parents to engage in dialogue with their children on the topic of alcohol consumption. Our aim is for adult consumer to be able to make responsible decisions regarding alcohol consumption, in full awareness of the diverse consequences of their decision. In order to make such decisions our consumers also need to have the appropriate information regarding the values represented by our excellent brands, and to be comprehensively informed about the physiological, health-related, cultural and social aspects the benefits and the risks of alcohol consumption.
Priority areas
  • Develop a strategy aimed at curbing under-age drinking
Start date Mar-2014
End date Dec-2014
Member states
  • Romania
Type of commitment activities (principal) Research
Type of commitment activities (secondary)

Information on monitoring

Objectives - Determine whether the link between parenting style and children's drinking behaviour found in the UK exists in Romania.
- Compare alcohol consumption and drinking behaviour in Romania to the UK and other European countries.
- Raise awareness among key Romanian stakeholders of the evidence around parenting and children's likelihood of becoming hazardous drinkers.
- Develop evidence-based policy recommendations for the Romanian Government, charities and the alcohol industry to tackle alcohol harms.
- Share outcome of the research with relevant Romanian and EU stakeholders, as well as with the consumers via media and digital channels
Relevance (i.e. how will the commitment contribute to achieving the aim of the Forum ?) Experience from the previous UK study showed that 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 tough love' parent. The research also analysed
a range of whole family' approaches to alcohol misuse and provided a number of insights and
specific recommendations around best practice for these types of programmes.

Input indicators

Number of people involved 12+(including Demos, IPP, Ursus Breweries staff, experts,web and PR agency)
Time spent (Man/hours) average 8 hrs/man/month
Cost (please indicate in €) 30,000 Euro
Other

Information on monitoring

Number of people reached 1,060 interviews - quant. research, 26 families - qual. resear
Number of people in the target group reached Min 1 million LDA people in Romania reached via press
Number of participants in different activities Minimum 30 journalists and 20 stakeholders
Web site visitors Monthly average rate: 10,000 visitors/ Social Media followers: 50,000
Number of products
Number of pamphlets/adverts
Established number of contacts
Other

Outcome and impact

Short term To be described in the interim report
Medium Term To be described in the interim report
Long Term To be described in the interim report

Evaluation details

Tool use
  • External evaluators
Type of methodology
  • Questionnaire
  • Structure interviews
  • Media surveys

Details about the monitoring report

Title of the commitment
Parenting styles and influence 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)?
1st March 2014 31st December 2015
Point of contact for the commitment (the person authorised by the organisation owning the commitment who can be contacted for information about the commitment):
Garamszegi Gabor - SABMiller
4, Neuhofstrasse
CH-6341 Baar
Switzerland
41) 767 4715
(0)41 767 4704
gabor.garamszegi@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. In 2012, SABMiller supported a research conducted by Demos, one of the UK's leading think-tanks, on the impact that alcohol abuse generates on families and the role that different parenting styles manifest on excessive drinking behavior. The research highlights an alternative focus on the actual origins of harmful drinking, which might not be always solely contextual, but rather rooted in a more profound problem the influence of parenting styles on their children.
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 on the capabilities of the most vulnerable or disadvantaged groups. Both the research and the policy recommendations were therefore undertaken wholly independently of SABMiller, which requested the expertise of a wide pool of experts to ensure the accuracy of the findings. The research was therefore overseen by a steering committee comprising of academics, public health specialists, industry bodies representatives, which aimed to provide new insights into the types of interventions and instruments that prove to be most effective at assisting families which deal with alcohol-related problems. Its conclusions were published in a study called "Feeling the Effects", available on Demos website.
SABMiller has committed to support a similar research conducted by Demos in Romania, with the involvement of local partners and stakeholders. Hence, the implementation of the project was supported by Ursus Breweries, the Romanian subsidiary of SABMiller plc. The research was coordinated by Demos and implemented by a local think-tank - The Institute for Public Policies (IPP). Similarly to the research procedure in UK, the project was also closely overseen by a Steering Committee composed of local stakeholders. The major aims of this research include: i) To determine whether the link between parenting style and children's drinking behavior proved in the UK further validates in Romania as well; ii) To compare alcohol consumption and drinking patterns among European countries - Romania, UK and other European countries; iii) To raise awareness on the potential connection between parenting styles and children's likelihood to become hazardous drinkers, among key Romanian stakeholders; iv) To develop evidence-based recommendations for the Romanian Government, charities and the alcohol industry to tackle alcohol harms.
The research can be accessed and downloaded from www.desprealcool.ro, Ursus Breweries' online platform and its main instrument to promote a responsible consumption of alcohol in Romania. Particularly, the English version of the study can be accessed here and its Romanian version here.
Web site/s relating to the commitment
http://www.desprealcool.ro/wp-content/uploads/2012/05/Feeling-the-effects-a-Demos-and-IPP-report-on-parenting-and-alcohol.pdf;
www.demos.co.uk/projects/under-the-influence;
www.demos.co.uk/publications/feelingtheeffects/
Description of the implementation of the commitment
A combined methodology of qualitative and quantitative research was our approach to meet the project objectives. The Romanian Institute for Public Policy undertook the field research with assistance and guidance from Demos and psychologist Daniela Gheorghe, in the latter's capacity of Project Coordinator. With respect to the quantitative methods, these consisted in a nationally representative sociological survey that addressed 1062 respondents, commissioned specifically for this project around questions pertaining to parenting style and alcohol consumption. This quantitative survey represented a methodological difference, as the UK study used the results of longitudinal studies since 1970, albeit such studies are inexistent in Romania. The qualitative research, on the other hand, consisted in 26 semi-structured, in-depth interviews with parents facing alcohol problems, their partners and their children only with the consent of the parents.
A Steering Committee consisting of key Romanian Government experts/officials and NGO representatives were also invited to provide guidance and input throughout the deployment of the project. The Steering Committee's contribution included feedback on the methodology, findings, goals and recommendations and, once launched, we intend to further address the members to oversee the project's consolidation.
The results and findings of the study are currently being promoted across media channels such as printed press, online and digital platforms.

Note: The project was commission by Ursus Breweries (SABMiller). Nevertheless, the views expressed in the report are those of the authors and based upon independent research. The report does not necessarily reflect the views of Ursus Breweries (SABMiller).
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?
Through the activities undertaken - sociological survey, followed by in-depth interviews - an extremely valuable and unique documentation relevant and adjusted especially for Romania was gathered. The following objectives were pursued:
- To determine whether the link between parenting style and children's drinking behaviour found in the UK also persists in Romania.
- To compare alcohol consumption and drinking patterns among European countries - Romania, UK and other European countries.
- To raise awareness on the potential connection between parenting styles and children's likelihood to become hazardous drinkers, among key Romanian stakeholders.
- To develop evidence-based recommendations for the Romanian Government, charities and the alcohol industry to tackle alcohol harms.
- To raise awareness of the issues with relevant Romanian and EU stakeholders, as well as with the consumers via media and digital channels.
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 experience drawn from the initial UK study highlighted that the commitment contributed to the overall aims of the Forum by providing a solid evidence to further support targeted interventions on families and parents. The idea of the research in both countries inquires on an alternative focus on the actual origins of harmful drinking, which might not be always social or solely contextual, but rather rooted in a more profound problem the influence of parenting styles on their children. The research emphasized 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) is the best protection against children adopting problematic drinking behaviours in adolescence and adulthood.
The research highlighted cultural and social differences between UK and Romania: apparently more moderate self-reported levels of drinking in Romania though subjective, while in terms of parenting style, the Romanian survey paints a positive picture with high levels of affections reported, and moderate levels of rule enforcement or discipline.
Undoubtedly, the studies' results are consistent. Namely, both studies suggest that high emotional warmth is important to protect against transference of problematic drinking behaviours across generations. The survey findings suggest a link between 'authoritarian parenting style' and drinking behaviour across generations. The results from the interviews are quite similar - showing significant issues in families in addition to alcoholism, but different in terms of men/fathers being predominant / and drinking outside home being predominant in Romania.
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)
12+ (Project assistance including Demos, Public Policy Institute IPP, Ursus Breweries staff and experts. Plus assistance to raise awareness through the web and PR agency)
average 8 hrs/man/month
30,000 Euro
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)
Number of people reached: 1,062 interviews quantitative research; 26 families - qualitative research.
Further information of the outputs in particular media and digital reach to raise awareness, as well as audience at the launch event - can also be accessed on the following sections of the present commitment.
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
- Both studies suggest that high emotional warmth is important to protect against transference of problematic drinking behaviours across generations. The survey findings suggest a link between 'authoritarian parenting style' and drinking behaviour across generations. The results from the interviews are quite similar - showing significant issues in families in addition to alcoholism, but different in terms of men/fathers being predominant / and drinking outside the home being predominant in Romania.
- The report conclusions and the debates during its launch raised awareness among key Romanian stakeholders on the potential connection between parenting styles and children's likelihood to become hazardous drinkers.
- The multi-stakeholder approach and project developed evidence-based recommendations for the Romanian Government, charities and the alcohol industry to tackle alcohol harms.
- The initiative raised awareness of the issues with relevant Romanian and EU stakeholders, as well as with the consumers via media and digital channels the findings being shared through TV stations, news agencies, health portals and via social media channels.
Medium term
On a medium term, the results and numbers above will be multiplied by ongoing communication of the study's content and by collateral promotion consisting in application to PR and sustainable development internal and external contests.
Long term
On a long term, we aim for the recommendations of the study to be embraced by all stakeholders including public authorities, legislators, NGOs and third parties research and advocacy groups, in order to take the research forward. The creation of the Steering Committee was in itself a very strong starting point for the future of the initiative and shows the commitment of the institutions involved in the project so far to build on the recommendations.
Other
Evaluation details (tools and methods used, internal or external evaluators...)
The tools and methods used for the research included quantitative data gathered by creating two indices of parental warmth and rules to encapsulate parenting typologies', as well as qualitative semi-structured interviews with parents (and their partners) confronted with alcohol misuse.

Evaluation of the success of the commitment is based on the quality and breadth of the media
coverage, continued engagement with stakeholders and follow-up with the NGO community and the authorities that were part of the Steering Committee to discuss possible interventions to address the conclusions of the study.

The Demos study and its results are public on the DespreAlcool.ro website freely downloadable and we are currently monitoring the engagement of our visitors (which, in the first two weeks, received more than 100 views).
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.)
In Romania's case, the lack of longitudinal studies that existed in the UK, pointed us towards replacing such findings with a quantitative survey. Therefore, guided by Demos, as the author of the methodology, the questionnaires was adapted accordingly.
Dissemination (How were the results of the commitment disseminated?)
The launch event took place on the 27th November 2014, in Bucharest. The stakeholders present: The Ministry of Health through The National Institute for Public Health, The Ministry of Labor, Family, Social Protection and the Elderly through The National Authority for Children's Rights and Adoption & The National Authority for Children's Right and Adoption, The National Antidrug Agency, The National Audiovisual Council, Step by Step Foundation, The Organization for the Protection of Mother and Child, The Counseling and Support Center for Children and Parents, NGO Federations for the Child, International Foundation for Child and Family.
Media present and coverage: the no.1 private TV station - ProTV news (800.000 of +18 years old audience), 6 journalists and 2 bloggers; generated 4 television news, 18 online articles and 1 blog post + content on the Mediafax platform (the most important news agency) and in Romania's most relevant quality publications Gandul.info, Adevarul and Romania Libera. The findings were also published by the most important health portal, CSID.ro, and by CSR news platform responsabilitatesociala.ro.

In terms of digital, the online communication is ongoing on Ursus Breweries corporate Facebook page, as well as on DespreAlcool.ro Facebook page, as the content is disseminated gradually. Moreover, the launch event was communicated live on social media channels, also including LinkedIn and Twitter. Facebook reach consisted in 157 users, with 27 registered clicks, 108 website clicks on the two versions of the report and 18 Twitter clicks.
References to further information relating to the monitoring of the commitment
Maria Olteanu maria.olteanu@kubisinteractive.com
Sergiu Petre sergiu.petre@graffitipr.ro
Attachments