GM VCSE Big Alcohol Conversation Design Workshop Wednesday 12th September 2018 #VCSEEngage Wi-Fi details for St Thomas Centre STC_Public thomasm12

Aims for the workshop Make you aware of the aims of the Big Alcohol Conversation and the Community Engagement Project Introduce the people responsible for delivering it Gain your views on: How to raise public awareness of the damage caused by alcohol in Greater Manchester? How to build an understanding that this is “everyone’s problem”? What could help shift attitudes and behaviours? What is the appetite for legislative change? How can we make the most of the campaign and the community engagement project?

The project – what’s planned? September 2018 – Co-design Phase – local authority area workshops October 2018 – Opportunity for voluntary sector partners to put themselves forward to be involved in paid for: Survey work 1-2-1 interviewing work Focus group work Mid-November 2018 to the end of February 2019 – delivery of above work by voluntary sector partners and movement building activity March 2019 – report writing April 2019 – feedback work and movement building workshop

FACILITATED DISCUSSION To what extent do you think it is role of different people to address the harms caused by alcohol – e.g. individuals, friends/families, communities, GPs, local/regional government, national government, retailers, alcohol industry What powers do any of these have and how should they use them? KEY POINTS ON FLIPCHARTS

POSSIBLE LEGAL CHANGES Minimum unit price / increase in duty Communication / campaigns of “safe” guidelines, health risks and harms associated with alcohol. Clearer labelling of products, eg consumption guidelines Reductions in the drink drive limit Levy on alcohol industry to help meet costs of alcohol harm. Protection of children/vulnerable from alcohol advertising and marketing (eg, watershed, location limitations, event/product associations).

‘LITTLE CONVERSATION’ 2018 CAMPAIGN SUMMARY

- The main objective of this campaign is to create a brand for The Big Alcohol Conversation that is instantly recognisable and relatable. We will ensure longevity for the brand by creating a thought provoking and sustained conversation. - We intend to generate an understanding around the scope of alcohol harm in Greater Manchester, through a multi-formatted media campaign. - We expect to gather a mass of insight around Greater Manchester’s Ambition for Alcohol, through the analysis of engagement and education. We will achieve this utilising a large scale public engagement programme which incorporates aspects such as; - Engaging/emotive content - Community lead activities and conversation - Thought provoking branded messaging - Each aspect of the campaign utilises a conversational tone and call to action, as the goal is to talk to the public about their preconceived ideas about alcohol. Alcohol harm takes many different forms and looks different depending on the person affected by it, and this campaign aims to draw the public’s attention to this fact.

- With the objective being to obtain insight and start a conversation – we need to establish and develop a brand to have a conversation about. This is where we will utilise the power of Out Of Home advertising to spread the message across the 10 boroughs of GM. - Running across roadside formats such as 48 sheet billboards, bus shelters and bus rears – the frequency of message will be high which will increase the likelihood that the brand will be remembered. - We will use facts that reveal the stark and shocking truth of the current state regarding alcohol in GM within the creative – this is to encourage a ‘stop and think’ reaction, to push the consumer to talk about what they saw and therefore generating a conversation.

- This programme is focused around obtaining insight into peoples attitudes and behaviours around alcohol – and one main source of generating this will be via the bespoke website we will build. -The website will host a survey, which will generate crucial insights into the public’s relationship with alcohol in GM. This survey will be utilised throughout the campaign as a whole, including on The Big Bus Tour, our community engagement activity. - This will act primarily as a data capture opportunity with a secondary purpose of providing information, help and insight in to the current condition of GM in relation to alcohol consumption and affects.

- Our media bus will travel throughout the 10 boroughs of Greater Manchester from November – February visiting key high footfall sites where we can engage with families, couples and groups on different levels while collecting data via the capture forms. -The Big Bus Tour will be orchestrated so as to be mindful of the public’s behaviour seasonally. For example, the focus would be better aimed at being mindful of the effects of alcohol and remaining safe while drinking during the festive period, whereas the general attitude towards drink changes in January. - The bus has a large digital screen on the outside to display eye catching content and amplify the message of the campaign. The best aspect of the bus is its talkability factor; whether that’s between the people that see it or on social media.

- Quite often children reveal the truth in situations when they really shouldn’t. This is a more light hearted approach to the objective but will still have alcohol at the core of the delivery and will have the shareability factor via a more comedic approach.  Questions will be posed to children in a school setting which revolve around their home life and how common alcohol is present with ‘mummy and daddy’. Questions such as ‘what is daddy’s favourite drink?’ and ‘what’s mummy like when she’s drunk?’ will give us answers and views on how children really see their parents when alcohol is present. Alongside the child will be animation style graphics which relate to what the child is saying to add to the light-heartedness and add that mild comedy value. What we hope for is that adults will see the video, and will be able to relate, or tag/share it to someone who it relates too. Therefore giving the creative a conversational factor around it. - This story is all about interpretation. It looks at different perspectives and how everyday drinking can be normalised both by the parent, children and other adults around them. The protagonist’s relationship with alcohol is never specifically referred to; rather, the audience are encouraged to recognise the signs of alcohol as being behind many of the harms in the individual’s life. This invites conversation about the parameters of alcohol ‘abuse’.  -‘The Big Measure’ will be a video around the concept of what an accurate measure of alcohol really is, as research has shown that actually, very few people know what they should be drinking. The video will be created in association with ‘The Hits Radio’ & will feature recognisable radio personalities. The presenters will be put into a scenario whereby they are asked the question ‘what do you think one unit measure of alcohol is?’ – encouraging them to pour out a measure from a range of alcohol. We will film the presenters throughout the whole process and edit the video to create shareable content via social media. We will include one full length edit of the video and smaller social edits.

- The objective of the social media campaign is to drive likes, shares, and followers, to create an overall awareness through initiating conversation and asking questions. - Through a creative and innovative set of calendar campaigns, we will change local perceptions and attitudes towards drinking. - The second objective is to drive people to The Big Alcohol Conversation website, to your bank of content (videos, blogs and infographics), to encourage people to visit experiential campaigns (for example, The BIG Bus Tour), and to capture data through the survey that will be hosted on the website. - This, paired with the use of influencers and mutual handle sharing, we will gain like-for-like following, trust, and build brand and ambition awareness.

QUESTIONS In areas that you work and/or live, can you recommend any sites or locations that would best encourage community engagement (retail parks, community halls, town squares etc.)? Has there been any handout materials or free gifts that you have been given in the past from informative activations/events that you have kept hold of or that have been memorable to you? ANSWERS ON POST-ITS PLEASE – IDEALLY WITH CONTACT NAME IN CASE OF FOLLOW-UP

QUESTIONS How many of you have shared video content on a social media platform in the last month? How many of you have liked or commented on video content on a social media platform in the last month? Would an incentive or prize encourage you to fill out a questionnaire? SHOW OF HANDS

QUESTION What kinds of information need to be available to VCSE organisations so you can inform / engage your contacts? What formats are most useful? (e.g. short film, animation, slide-set, poster) ANSWERS ON POST-ITS PLEASE – IDEALLY WITH CONTACT NAME IN CASE OF FOLLOW-UP

FACILITATED DISCUSSION In the survey and the conversations, what can we realistically ask people? How personal can we be? Or should we ask more generally about ‘people’? What information will people be willing to share about themselves? How many (multiple choice) questions will people be prepared to go through? Of the people / groups who are most likely to ‘miss the bus’, which of these are especially important to reach through the Community Engagement Project? KEY POINTS ON FLIPCHARTS

Thank you – Next steps