ALTN8

Rationale

ALTN8 (alternate) is an initiative to reduce alcohol consumption in individuals and reduce alcohol consumption overall.

It is widely accepted that the increase in alcohol fuelled violence has risen sharply as consumption has continued to rise, especially in the under 30’s.

From a public health perspective, we have huge concerns about the long term impacts on health, and the shorter term impacts on accidents and injuries sustained as a result of excessive alcohol consumption (Binge Drinking).

Our most recent report from the NWPHO reveals that the situation is generally getting worse across the North West.

We also know that people are continuing heavy drinking habits learned in their teens into their forties.

ALTN8 promotes a simple message. Alternate drinks days and lifestyle, to reduce hangovers (short term), and challenges people to look at their drinking routines.

We have a strong and unique branding for the ALTN8 campaign, (gold and blue on black) and the message is clear – drink one alcoholic drink then one soft drink (preferably water).

Background

If we look at the British Crime Survey, and draw upon the evidence base for alcohol related violence, we see that encouraging drinking less (or at least diluting the alcohol concentration in drinks), avoiding ‘euphoric venues,’ and reducing competitive behaviour may well impact positively on crime and drunkenness. We may also see a reduction in absenteeism.

As part of Blackpool’s Social Marketing Strategy for reducing alcohol related harm, ALTN8 has been devised specifically for 18-44 year olds. A recent pre-test survey in Blackpool returned:

198 interviewees

107 females, 91 males

187 under 44 years of age

30% knew what the ALTN8 logo was suggesting without explanation

25% said they would consider alternating

183 drank 4-10 drinks on a typical night out (9 – 22 units)

4 drank over 10 drinks on a typical night out

53% of those interviewed were Blackpool Residents (47% Visitors)

Blackpool has a separate strategy for Young People, parents of young people, dependent drinkers, and older people.

Alternate – one alcoholic drink, one soft drink…..Beat the hangover?

Alternate – You’ll still be standing at the end of the night!

Alternate – do you remember what you did last night?

Alternate – Alternate drinks, Alternate the days you drink, Alternate Venues, Alternate Lifestyle