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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Background Note

The Royal Commission of Inquiry into the Sale of Liquor Act led to the founding of ALAC under the name Alcohol Liquor Advisory Council in 1976. ALAC was established with the stated aim of changing the excessive alcohol consumption patterns of New Zealanders...

ALAC's Initiatives

In the initial years, ALAC concentrated on curbing alcohol-related harm in teenagers since there were growing concerns about excessive drinking among this section of the population. In 2001, it launched the 'Think before you supply under 18' campaign that targeted parents and friends who were the major source of supply of alcohol to the teenagers...

ALAC's Marketing Communication Campaign

In February 2005, ALAC announced its plans to launch a 'See, Think, Act' marketing program in a bid to curb the per occasion consumption of standard drinks among New Zealanders (Refer to Figure I for ALAC's 'See, Think, Act' marketing program)...

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'It's Not The Drinking, It's How We're Drinking'

On March 7, 2005, ALAC launched 'It's not the drinking, It's how we're drinking' campaign in a bid to initiate a change in New Zealand's drinking culture. Commenting on the campaign, MacAvoy said, "It's not the fact that we drink that's the problem; the problem is how we drink, that is, the excessive per occasion consumption."...

The 'Brutally Honest' Campaign

In April 2008, ALAC launched the 'brutally honest campaign' that aimed to initiate a behavior change to prevent binge drinking among the people. ALAC's earlier campaign had been successful to the extent that it made the New Zealanders realize the harmful consequences of binge drinking...

The After Effects

Many experts described the 'brutally honest' campaign as successful since the punchline, 'It's not the drinking. It's how we're drinking' had a 96 percent recall among New Zealanders. Moreover, 48 percent of binge drinkers thought of curbing their alcohol consumption in 2008, from 28 percent in 2007...


Exhibit I: ALAC's 'Think Before You Supply under 18' Posters
Exhibit II: YATA'S Community Outreach Initiatives
Exhibit III: 'Think...Consequences' Print Campaign
Exhibit IV: 'It's Not the Drinking. It's How We're Drinking' Print Ads
Exhibit V: 'Brutally Honest' Print Ads

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


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