What is the Alcohol social marketing programme trying to achieve?  Contribute to NHS Vital Signs: “Reducing the rate of hospital admissions per 100,000 for alcohol related harm”  Specifically targeting higher risk (previously “Harmful”) drinkers  Build a consistent social marketing approach across all regions  Measure regional activity against national progress  A best practice approach

Who are we targeting?  Higher risk drinkers (previously known as harmful) -Men who regularly consume over 50 units of alcohol per week -Women who regularly consume over 35 units of alcohol per week  Scoping study: -Lower social and economic groups (SEGs) experience greater alcohol related health harm -Males over the age of 35 were most commonly at risk -Identification and brief advice (IBA) was an effective way of engaging with the audience

Why use social marketing?  The NHS is becoming increasingly more responsible for addressing higher risk drinkers across the regions  Social marketing is one of many elements that can be applied locally to address the problem  The Department of Health will support the NHS in delivering this effectively  Social marketing has proved an effective way to change behaviour across other campaigns such as smoking  (NSMC will talk about what is social marketing)

Where are we now?  Lots of interest in ‘Alcohol’  Lots of activity already going on but a lack of consistency  Lots of social marketing being planned  Mixed understanding of what social marketing is  Appetite for guidance and support

DH... National ATL and PR noise Insight, evaluation, planning and products Knowledge management National partnerships Local campaigns and partnerships Inform national social marketing Experimentation and development Greater granulation NHS...

National units campaign Local campaigns Self-help pathway Solo IBAs* Partnerships Insight, evaluation, planning and products *Both to public and through NHS, multiple channels

How will we deliver the programme?  Together….  Central support for the NHS and partner organisations -Guidelines on all stages of social marketing -Alcohol Learning Centre -Templates for commissioning social marketing activity  Build and share best practice -Bespoke support for PCTs -‘On the ground’ shared best practice through ALC  Open and transparent communications -Practical conferences and seminars -Regular newsletters and updates on progress and best practice -Training and support through ALC

Who will deliver the programme?  Social marketers within PCTs  Other partner organisations delivering against the Vital Signs indicator -DAATs / CDRPs -NGOs  Specialist social marketing agencies alongside PCTs

What support is available now?  Initial guidance on social marketing (available today!) -What is social marketing -Key stages involved in social marketing -How social marketing can be used -Case studies and best practice -Practical advice on conducting social marketing -Where to go for additional support  Alcohol social marketing in action -First issue of newsletter available today

What support is available now?  Alcohol Learning Centre – knowledge hub (  Collateral -Materials for healthcare professionals -Materials for patients -Self help materials (via the drinkcheck website)  Support from Forster -To help signpost and provide guidance on the social marketing programme  National segmentation to support the commissioning of clinical and service changes

What support is coming up?  National segmentation to support social marketing and communication activity  Further guidance on evaluation, monitoring and updating Department of Health  Support to PCTs in delivering social marketing activity -Telephone and online support -Alcohol team at Forster ( )

Questions?