Alcohol Advisory Council of New Zealand: Social Marketing to Change Binge Drinking Culture

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Case Details:

Case Code : MKTG203
Case Length : 14 Pages
Period : 2001-2008
Pub Date : 2009
Teaching Note :Not Available
Organization : Alcohol Advisory Council of New Zealand
Industry : Social Sector
Countries : New Zealand

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

The 'brutally honest' campaign was launched with a budget of NZ$ 3 billion per year to initiate a behavior change in binge drinkers in the country. It was an extension of ALAC's earlier campaign, 'It's not the drinking.

It's how we're drinking' that was launched in March 2005 with the stated aim of changing the drinking culture in New Zealand. According to Mike MacAvoy, (MacAvoy), the then CEO of ALAC, New Zealanders were known to bank their drinking and to drink at one go in an unmeasured fashion. This was cited as the key factor responsible for binge drinking in the country.

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"New Zealand is a nation that seems to pride itself on the 'save it up for Friday night' style of drinking, the 'we deserve a drink' perspective or 'it's a rite of passage that causes little harm',"5 MacAvoy added.

Experts felt that efforts made by the government to focus primarily on healthcare and curb drinking since 2002 had been largely unsuccessful in initiating a behavior change toward drinking.

It was reported that though several governmental and non-governmental agencies had taken various initiatives to increase awareness, people still continued to indulge in binge drinking.

ALAC's new campaign launched a series of commercials highlighting the consequences of excessive drinking...

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5] "Binge Drinking - It's Everyone's Problem,", April 3, 2006.


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