Know Your Limits campaign

Transcription

1 Know Your Limits campaign

2 Alcohol harm: government context Cross- government alcohol strategy: Safe. Sensible. Social Reducing alcohol-related harm, disorder & ASB Reducing alcohol-related health harms Over-arching role for communications: CHALLENGE CULTURE OF EXCESSIVE DRINKING Harmful drinkers Youth/parents Binge drinkers 2

3 How does marketing fit in? KYL promotes behaviour change Trade Licensing Act Code of practice BBN Purple Flag Priorities: Crime Disorder ASB Policing Drinking banning Orders ASB powers Licensing act Training workshops 50 priority areas Alcohol Arrest referrals

4 Binge drinking: framing the problem SCOPE AND SCALE 44% of 18-24s binge drinkers 46% of violent crime alcohol related 63% of binge drinkers admit to criminal or disorderly behaviour Alcohol misuse costs the UK 20b AUDIENCE BARRIERS Societal norm part of growing up Drinking essential to their social group Binge not their problem Bad behaviour marker of good night PUBLIC CONCERN Fuelled by Binge Britain news 30% worry about drunken behaviour ALCOHOL INDUSTRY Price and promotion (mandatory code) CSR commitments new campaign 27% feel unsafe in local area as a result 4

5 Why do young people binge drink? right of passage it s a part of growing up positive effects of alcohol seen as essential to a good night out drinking is ritualistic & part of belonging to a social group

6 What works and what doesn t tipping point between Male audience good & bad drunk and how this can ruin a night is a recognised truth (phase 1) concept of behaving in a way that they would never do sober strikes a chord (phase 2) x health risks of drinking not immediate to young people & are therefore rejected x criminal consequences not accepted as their problem, leads audience to switch off

7 Campaign strategy There is no problem It s not about me Don t tell me what to do A conversation which individuals don t want to have Break down the wall through Irrefutable conversations Would you do it sober? Female triggers Vulnerability and Shame Male triggers Aggression and Violence

8 Creative approach Reflecting own behaviour back to target audience Question and point out recognised truths, not lecture Tailored messages for men and women

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15 Female personal safety messages We moved the print and radio on to focus specifically on female vulnerability when drunk New ads focus on the last mile home (from a drunken night out) Two new press ads New radio advert

16 Digital Display Kebab Car Toilet

17 Media strategy Press TV advertising Phasing & dayparts: Night before planning night out Morning after reflective, repentant Pre-summer and Xmas drinking peaks Viral and online advertising Partnerships Experiential

18 Viral - Background Viral created to engage with our digital savvy audience Moving towards a higher level of two-way engagement from 2008 Catwalk viral, by including the general public in the ad, allows people to identify themselves in situations shown Innovative channels to encourage conversation Less about all of us, more about me The role of media was to infiltrate young people s worlds through the use of social media Social media = consumed together and/or creates social currency

19 Play viral

20 Viral - What have we achieved? Of the total views (266k+) over 45% (122k+) were achieved by natural seeding 127 sites, blogs and digital referrers. Top referrers and reposts included: Heatworld 7,016 views Gawker 5,580 views Viral Jack 8,389 views Pietrino 72 (YouTuber reposting) 18,992 views Youtube (official KYL page) total views 216,551 We are aiming for more views of the viral, so have invested in a second burst of viral seeding (potentially we will get 1.1m views). We also turned the viral into a cinema advert as it was such a great asset and well received.

21 Cinema Following on from the success of the viral, decision taken to turn it into a 40 second cinema advert We bought 3.1 million admissions. Reasons we chose cinema were: Cinema has a high impact and captive audience It is a social environment which fits well with the viral content idea behind the campaign was to generate conversations and cinema is a media well suited to doing this. We feel the viral content has impact in the cinema. Cinema allows for efficient targeting

22 Hollyoaks: Morning After the Night Before Why a partnership with Hollyoaks? We have been exploring new ways of reaching our target audience. By partnering with Hollyoaks we were able to reach year olds through an existing brand they know and trust at a fraction of the price of TV advertising. Through the partnership we had : a dedicated microsite on e4.com used their existing relationships with You tube, Bebo.com and i-tunes to place additional content across these platforms. home page coverage on Channel4.com created a TV advert, played out on Channel 4 and E4 and recorded a public announcement that went out after each episode of Hollyoaks

23 Hollyoaks: Morning After the Night Before Results Microsite (e4.com) 660k total video views Over 200k unique visitors, reaching 55% of the Hollyoaks c4.com (main Hollyoaks website) audience. Over 1.6 million page views on E4.com 2nd most popular brand on e4.com in July 09. Over 1000 comments submitted online. 150% more than the top performing brand on c4.com Press and TV coverage the online soap attracted (This Morning, radio 1, Heatworld.com etc) Results off-network You Tube Video Views Youtube Comments Bebo - Total Fans 2678 and 1020 comments. Bebo 51,011 video blog views even split. I-Tunes downloads

24 The Clothes Show Live December 2008

25 Local campaigns

26 Campaign details - Southampton 26 February 7 March Spotlights projecting KYL logo onto pavements along Above Bar area Information cards with tips for enjoyable and safe night out Targets men aged Branded scratch cards Branded USB sticks Campaign posters in pub washrooms Addresses issues of anti-social behaviour Mirror stickers in pub washrooms Local PR (TV, radio, press and online)

27 Campaign details - Weymouth 27 February 28 March Targets women aged Drunken shop mannequin in window of WHSmith in town centre Information cards with tips for enjoyable and safe night out Branded scratch cards Campaign posters in pub washrooms Mirror stickers in pub washrooms Addresses issues of Personal safety (and vanity) Local PR (TV, radio, press and online)

28 Research objectives Independent research required to assess effectiveness of local communications activity To understand how the activity is working and impacting on drinking attitudes and behaviour To refine and improve future local communications activity 2 areas selected: Southampton Weymouth & Portland Specific objectives: To measure awareness of local campaign materials To assess whether local activity builds on awareness of national campaign To assess impact of local activity on perceptions of binge drinking behaviour.

29 Research method - quantitative Method Pre and post campaign measurement How Who How many Face to face, in street interviewing among target audiences resident in Southampton and Weymouth year olds who drink alcohol at least once a week. Minimum 50% get drunk at least once a week Southampton males only Weymouth females only Southampton Weymouth Pre Post When Pre stage: 6-22 February Post stage: 4-27 March Weighting Post stage data weighted to match pre-stage profile by age, social grade and % who get drunk

30 Research method - qualitative Method Intercept sessions 5 minute unstructured interviews How In street qualitative interviewing among target audiences in Southampton and Weymouth Who year olds who drink alcohol at least once a week Southampton males only Weymouth females only How many Southampton: Weymouth: 10 interviews 10 interviews Some interviews comprised groups of 2 or 3 friends interviewed together When Southampton: Weymouth: Evening of Saturday 7 March Daytime on Friday 20 March

31 Sample profile - quantitative Southampton Weymouth % 43% % 62% % 57% % 38% Pre Post Pre Post ABC1 54% 54% ABC1 54% 54% 46% 46% C2DE C2DE 46% 46% All respondents male All respondents female Base : All respondents (Southampton pre 122/post 130, Weymouth pre 108/post 129)

32 High spontaneous recall of advertising at pre stage, particularly in Weymouth. No significant change at post Southampton pre 48% Southampton post 55% Recognition significantly higher in Weymouth than Southampton Weymouth pre 87% Weymouth post 87% Post stage significantly higher among 20-24s (97% vs 81% 18-19s) Base : All respondents (Southampton pre 122/post 130, Weymouth pre 108/post 129)

33 TV main source of advertising spontaneously mentioned in Southampton, with some mentions of logo TV - advert 78% 88% Southampton Posters (in pub/club washroom) 12% 21% Spotlights and projections with KYL logo 0% 9% Other Posters 3% 6% Southampton pre Southampton post TV - programme 3% 14% Advertising on internet 3% 10% Other mentions each 3% or less National newspaper - advert 5% 3% Base : All Southampton aware of advertising (pre 58/post 72)

34 TV main source of advertising spontaneously mentioned in Weymouth, strong mentions of mannequin at post TV - advert Drunken mannequin/figure in shop window Posters (in pub/club washroom) Other Posters Magazine - advert Radio - advert Mirror stickers in wash / changing room Magazine - article TV - programme Local newspaper -article Information card with KYL messages and useful numbers Scratch card with alcohol questions 0% 13% 13% 16% 12% 5% 10% 10% 5% 1% 5% 3% 4% 13% 3% 5% 3% 1% 3% 0% 3% 34% 85% 75% Weymouth Weymouth pre Weymouth post Other mentions each 3% or less Base : All Weymouth aware of advertising (pre 94/post 114)

35 No significant increase in total ad awareness in Southampton - reasonable cut through of posters & logo Seen/heard any (net) TV - advert 51% 61% 45% 51% Southampton Posters (in pub/club washroom) Advertising on internet Spotlights and projections with KYL logo Other Posters TV - programme Magazine - advert National newspaper - advert 15% 13% 8% 8% 0% 8% 2% 7% 8% 6% 3% 6% 7% 3% Website, USB stick and information cards each mentioned by 1% at post stage Southampton pre Southampton post Other mentions each 3% or less Base : All Southampton respondents (pre 122/post 130)

36 Total ad awareness near universal in Weymouth very good cut-through of posters & mannequin Seen/heard any (net) 94% 97% Weymouth TV - advert 87% 88% Posters (in pub/club washroom) 27% 46% Drunken mannequin/figure in shop window 0% 36% Magazine - advert 10% 26% Weymouth pre Weymouth post Radio - advert 12% 24% Other Posters 27% 23% Local newspaper -article National newspaper - advert 6% 14% 17% 15% Base : All Weymouth respondents (pre 108/post 129)

37 Very strong recognition of local campaign activity Southampton Weymouth Recognise any 69% Recognise any 79% Washroom posters 56% Washroom posters 28% Washroom stickers 30% Washroom stickers 30% Information cards 18% Significantly higher among C2DEs Information cards 34% Scratch cards 5% Scratch cards 10% Above Bar projection 26% Mannequin 58% USB sticks 5% Base : All post stage respondents (Southampton 130, Weymouth 129)

38 Evaluation framework PARTNERSHIPS Bespoke C4 study In-house survey Focus groups ISOLATING IMPACT Carat ICE trial MEDIA & ADVERTISING Tracking study Online survey Media audits Campaign KPIs ONLINE Click through Interaction Blog monitoring CREATIVE DEVELOPMENT Qualitative testing LOCAL CAMPAIGNS Local pilot evaluation Stakeholder study 38

39 Communication to change behaviour Campaign Objective KPI Desired outcome Awareness, recall, media effectiveness measures Challenge acceptance and tolerance of drunken behaviour Highlight negative consequences of excessive drinking Shift social norms I don t have to get drunk to have a good night out I don t like socialising with people who get drunk and ruin night for others Acknowledgement of risks Too much drinking can lead to violence Too much drinking can lead to vulnerability Drunken behaviour becomes socially unacceptable More people enjoy drinking without getting drunk More people avoid risky drunken situations Peer groups encouraging safer drinking Motivate audience to reconsider their drinking behaviour Claimed behaviour More likely to consider drinking differently Makes me reconsider amount I drink on a night out Less irresponsible drinking Less alcohol-related crime, disorder and ASB (ultimate)

40 Evaluation of campaign Overall, the reach of the advertising was 96%, (Reach is the percentage of respondents who claim to have seen or heard at least one media.) 82% spontaneously aware of having seen or heard advertising about drinking and the effects of drinking too much in the last few months When prompted with the TV, 92% of respondents said they had seen it The main messages respondents took from the advertising were similar to those seen at the previous waves: Don t drink too much / drink responsibly, Know your limits / how much you can handle mentions of what too much alcohol can lead to. For the viral ad, the message of You do things when you are drunk that you would not do when you re sober came through strongly. For the radio and press ads there were also high mentions of Think about what you are doing/about your actions/take care of yourself.

41 Any questions??