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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"We're trying through such campaigns to change the drinking culture in this country, but we realize it's a huge task."¹

- Wendy Moore, Principal Policy Advisor, Alcohol Advisory Council (ALAC) of New Zealand, in 2008.

"These commercials are unpleasant but so are the consequences of binge drinking. The ads mirror what is happening, unfortunately, every week around this country. It is time to be brutally honest about some of the worst effects of intoxication."²

- Gerard Vaughan, (Vaughan) CEO, ALAC, in 2008.

Introduction

In April 2008, the Alcohol Advisory Council³ of New Zealand (ALAC) launched the 'brutally honest' campaign targeting binge drinkers in New Zealand.

The campaign was launched soon after research conducted by ALAC uncovered that a quarter of the adult population in the country were binge drinkers.

The research also revealed that the harmful consequences of binge drinking had led to the country incurring costs of around NZ$ 4 billion a year.⁴

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1] "Teenage Binge Drinking a 'Rite of Passage'," www.alcohol.org.nz, April 11, 2008.

2] "'Brutally Honest' Adverts Target Binge Drinkers," www.alac.org.nz, April 2, 2008.

3] Founded in 1976 by the Act of Parliament, ALAC was established to curb the consumption of alcohol in New Zealand.

4] Clio Francis, "'Quarter of Kiwis Binge Drink'," www.stuff.co.nz, April 2, 2008.


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