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

Abstract:

This case is about the various initiatives adopted by the Alcohol Advisory Council of New Zealand (ALAC) to initiate a behavior change in the binge drinking culture of New Zealand. Binge drinking was a huge problem in New Zealand and its harmful consequences led to the country incurring costs to the tune of around NZ$ 4 billion a year. ALAC's several marketing communications initiatives coupled with various community outreach initiatives aimed at influencing the people to adopt a healthy lifestyle and curb their excessive drinking habits.

Realizing that its 'It's not the drinking. It's how we're drinking' marketing communication campaign (March 2005- March 2008) -- though successful in creating awareness about the harmful consequences excessive alcohol consumption - had largely failed to initiate a behavior change among the people, ALAC launched the 'brutally honest' campaign in April 2008. In contrast to ALAC's earlier campaign, the 'brutally honest' campaign was hard-hitting and focused on stark realities associated with binge drinking.

While the initial response to the campaign was somewhat positive with the target audience recalling the message and a significant section considering curbing their alcohol consumption, the campaign also attracted a lot of criticism for its graphic content. Some viewers found the advertisements disturbing, especially for children.

Issues:

» Appreciate the initiatives taken by ALAC to bring about a change in the prevalent drinking culture of New Zealand.

» Understand the evolution of ALAC's marketing campaign to change the behavior of New Zealanders to prevent binge drinking.

» Analyze the 'It's not the drinking. It's how we're drinking' campaign and the reasons for its failure in curbing excessive levels of alcohol consumption in New Zealand.

» Analyze the 'brutally honest' campaign and its success in initiating a behavior change in the drinking habits of New Zealanders.

» Understand the issues and challenges faced in bringing about a change in binge drinking behavior in New Zealand.

Contents:

Keywords:

Social Marketing, Marketing communication, Brutally honest campaign, Community outreach initiatives, Behavior change, Brand recognition, Publicity, Billboards, Advertising, Promotion, Alcohol Advisory Council of New Zealand, ALAC

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