Anti- drunkness advertisements
‘misconceived’

As a key component of its Alcohol Harm Reduction Strategy, the Government has invited tenders for the next generation of ‘safer drinking’ advertisements. However, research funded by the Economic and Social Research Council suggests that the kind of anti-’alcohol abuse’ advertisements the Government has in mind, and which drinks companies such as Diageo have already produced, may be ‘catastrophically misconceived’ and possibly counter productive.

Government Campaign
Three advertising agencies have been invited to submit proposals for the next generation of public information campaigns to raise awareness of the harm associated with alcohol abuse and to promote a ‘sensible drinking’ culture.

The communications drive, worth an estimated £10 million this year and expected to be funded at a similar level over subsequent years, will run from April 2008 and will put into practice proposals contained in the Government's alcohol strategy, ‘Safe. Sensible. Social’, published in June 2007 and led by the Home Office and the Department of Health.

The brief requires the agencies to develop a strategic approach that includes the key communication objectives of the strategy.These include:

• Raised public awareness of units of alcohol
• Sustained campaigning to challenge public acceptance of drunkenness and
• Information and advice for harmful drinkers and their friends and family

Member of the cross-Government Alcohol Strategy Delivery Group Cerys Adams said:

“Changing our drinking culture is one of the most challenging briefs facing Government. This marks a significant change of gear in how we communicate with the public about alcohol and I look forward to seeing the agencies' creative propositions over the coming months.”

The new generation of campaigns will build on the successful Know Your Limits campaign brand,which is targeted at 18-24 year old binge drinkers. It will communicate a broader range of messages to more audience groups.

However, researchers have found that adverts that show drunken incidents, such as being thrown out of a nightclub, being carried home or passing out in a doorway, are often seen by young people as being a typical story of a ‘fun’ night out, rather than as a cautionary tale.

Whilst these adverts, such as Diageo’s The Choice is Yours campaign, imply that being very drunk with friends carries a penalty of social disapproval, for many young people the opposite is often the case, the researchers conclude.

“Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people,” said Professor Christine Griffin from the University of Bath, who led the research with colleagues from Royal Holloway, University of London and the University of Birmingham.

“Our detailed research interviews revealed that tales of alcohol-related mishaps and escapades were key markers of young peoples’ social identity. These ‘drinking stories’ also deepen bonds of friendship and cement group membership.

“Not only does being in a friendship group legitimise being very drunk - being the subject of an extreme drinking story can raise esteem within the group.”

Professor Chris Hackley in the School of Management at Royal Holloway added: “Inebriation within the friendship group is often part of a social bonding ritual that is viewed positively and linked with fun, friendship and good times, although some young people can be the target of humiliating or risky activities.

“This suggests that anti-drinking advertising campaigns that target this kind of behaviour may be catastrophically misconceived.”

The research,which was funded by the Economic & Social Research Council, involved in-depth interviews with 94 young people in three UK regions over a period of three years.

“The study suggests a radical rethinking of national alcohol policy is required which takes into account the social character of alcohol consumption and the identity implications for young people,” said Professor Hackley.

Professor Isabelle Szmigin from Birmingham Business School, University of Birmingham, added:

“Whilst many young people recognise the damage that ‘drinking too much’ can do to their health, and the associated risks of physical and sexual assault, few view these as more than short term problems.”

Diageo hit back at the allegations that its ‘responsible drinking’ advertising may actually encourage young people to get drunk. A Diageo spokesman said:

“In developing ‘The Choice is Yours’ campaign we carried out extensive research amongst 3,500 18 - 35 year olds across Europe to ensure we delivered a campaign that would resonate strongly with this age group. Bath University talked to 94 people. Our research – both qualitative and quantitative - showed that young adults were much more likely to consider drinking responsibly if they believed that by drinking excessively they would be in danger of losing their social credibility and standing – precisely the message our campaigns convey.”

Diageo said assessment of its previous responsible drinking campaigns ‘Mirror’ and ‘Many Me’ showed that 71 per cent of people were much more likely to consider drinking responsibly once they had been exposed to the adverts.

“Based on our extensive research, coupled with our experience of developing and delivering these campaigns over a number of years now, we are confident they have a proven positive effect,” said the spokesman.

“We're proud of our adverts. They are strategically sound, evidence based and not designed to simply grab headlines.”