Social Marketing Toolkit Helen Young ALC Manager June

2 What is ALC? Improving Local Alcohol Interventions ‘providing online resources and learning for commissioners, planners and practitioners working to reduce alcohol-related harm’ DH commissioned and launched in November 2008 part of the Alcohol Improvement Programme (AIP) - working with local partners feedback = development

3 Resource Development Identification and Brief Advice –IBA toolkit: SIPS, train the trainer, role play video’s, training presentations and free eLearning course (RCN and RCGP supported) High Impact Changes –Work in partnership –Develop activities to control alcohol misuse –Influence change through advocacy –Improve the effectiveness and capacity of specialist treatment –Appoint an Alcohol Health Worker –IBA - Provide more help to encourage people to drink less –Amplify national social marketing priorities

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5 navigation and accessibility TOPICS TAGS Menus

6 other useful pages Tags Also of interest

7 resources coming soon 2 new eLearning pathways (Hospitals and Community Pharmacy) commissioning and HIC guidance alcohol health work including hospitals and emergency medicine care pathways early implementers evaluation and PCT assessment tool data tools including the ready reckoner and the Rush model

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9 social marketing toolkit

10 summary and next steps

11 Introduction who is the guidance for? what's in the guidance? Alcohol Social Marketing what is Higher Risk drinking? what is SM? What are the key features?

12 Alcohol Social Marketing in-depth What stages are involved stages of behaviour change Case Studies The North West acquisition pilot (2008)The North West acquisition pilot (2008) Newcastle PCT: audience segmentationNewcastle PCT: audience segmentation Lincolnshire PCT: targeting higher risk drinkersLincolnshire PCT: targeting higher risk drinkers

13 How to carry out your own social marketing activity Step one: Carrying out research Step two: Segmenting your audiences Step three: Developing your programme Step four: Evaluation and follow up

14 Resources 1. self-help Drinkcheck Drinkline Helpline: ‘Your Drinking and You’ ALC Patient Information and Prolog

15 Resources 2. Direct Marketing Materials brand guidelines from North West and East Midlands pilots rationale behind message testing and different formats which messages and formats got the most responses advice on the use of logos and copy

16 Resources 3. for healthcare professionals Patient materials focused on IBA for healthcare professionals including: fact sheets, wall charts and handouts outlining the different risk levels – IBA Resources

17 Communication and future activity Discuss and debate - current topics include: general Q&A, evaluation, support and feedback Newsletter – register for ebulletin updates Contact and Support Feedback – tell us about your work and submit your projects to ALC or HubCAPP Help us to provide the right resources to support you