Social Marketing Toolkit Helen Young ALC Manager June 2009 info@alcohollearningcentre.org.uk

Social Marketing Toolkit

Helen Young ALC ManagerJune 2009

www.alcohollearningcentre.org.ukinfo@alcohollearningcentre.org.uk

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What is ALC?

• Improving Local Alcohol Interventions

‘providing online resources and learning for commissioners, planners and practitioners working to reduce alcohol-related harm’

• DH commissioned and launched in November 2008• part of the Alcohol Improvement Programme (AIP) -

working with local partners• feedback = development

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Resource Development• Identification and Brief Advice

– IBA toolkit: SIPS, train the trainer, role play video’s, training presentations and free eLearning course (RCN and RCGP supported)

• High Impact Changes– Work in partnership – Develop activities to control alcohol misuse – Influence change through advocacy – Improve the effectiveness and capacity of specialist treatment – Appoint an Alcohol Health Worker – IBA - Provide more help to encourage people to drink less – Amplify national social marketing priorities

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navigation and accessibility

TOPICS

TAGS

Menus

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other usefulpages

Tags

Also of interest

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resources coming soon

• 2 new eLearning pathways (Hospitals and Community Pharmacy)

• commissioning and HIC guidance• alcohol health work including hospitals and emergency

medicine• care pathways• early implementers evaluation and PCT assessment tool• data tools including the ready reckoner and the Rush model

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social marketing toolkit

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summary and next steps

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Introduction • who is the guidance for? • what's in the guidance?

Alcohol Social Marketing• what is Higher Risk

drinking?• what is SM? • What are the key

features?

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Alcohol Social Marketingin-depth

• What stages are involved• stages of behaviour change

Case Studies• The North West acquisition

pilot (2008)• Newcastle PCT: audience

segmentation• Lincolnshire PCT: targeting

higher risk drinkers

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How to carry out your own social marketing activity

• Step one: Carrying out research

• Step two: Segmenting your audiences

• Step three: Developing your programme

• Step four: Evaluation and follow up

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Resources 1. self-help

Drinkcheckwww.drinkcheck.nhs.uk

Drinkline Helpline: 0800 917 8282

‘Your Drinking and You’ALC Patient Information

and Prolog

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Resources 2. Direct Marketing Materials

• brand guidelines from North West and East Midlands pilots

• rationale behind message testing and different formats

• which messages and formats got the most responses

• advice on the use of logos and copy

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Resources 3. for healthcare professionals

• Patient materials focused on IBA for healthcare professionals including:fact sheets, wall charts and handouts outlining the different risk levels – www.alcoholstakeholders.org.uk

• IBA Resources

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Communication and future activity

• Discuss and debate - current topics include: general Q&A, evaluation, support and feedback

• Newsletter – register for ebulletin updates• Contact and Support • Feedback – tell us about your work and submit

your projects to ALC or HubCAPPHelp us to provide the right resources to support you

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www.alcohollearningcentre.org.ukinfo@alcohollearningcentre.org.uk

alcoholsocialmarketing@alcohollearningcentre.org.ukwww.hubcapp.org.uk