Specialist Forms of Advertising Daniel Chuah | 14833837

Ministry of Health (Legislation)

Marketing Communication Individual Report

Student Name: Daniel Chuah

Student No: 14833837

Due date: 22/09/2014

Group 12

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Specialist Forms of Advertising Daniel Chuah | 14833837

Table of Contents1.0Executive Summary…………….…………………………………………………………32.0 Introduction……..………………………………………………………...………………..43.0The Current Situation……………….…………………………………………………….4

3.1Drinking Culture in New Zealand………………………………………………..4-53.2Drinking Patterns among Teenagers……………………………………………...53.3Supply of Alcohol to Young People……………………………………………..5-6

4.0Marketing Objectives…….………………………………………………………………..64.1Where do we want to be?………………..…………………………………………6

5.0Marketing Strategy……………..………………………………………………………….65.1What are we doing to get there?………….......…………………………...……...75.2How can we make this law believable?............................................................7

6.0Who do we need to talk to?......................................................................................77.0 Implementation….…………………………………………………………………………88.0Recommendations…….…………………………………………………………………..89.0Appendices…..…………………………………………………………………………9-1010.0 References…...………………………………………………………………………..1111.0 Bibliography……….………………………………………………………………….12

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1.0 Executive SummaryThe purpose of this report is to examine the misuse of alcohol consumption by

young people. It describes the harmful effects associated with alcohol abuse and to outline policy options for both regulating the use of alcohol and reducing the consumption of alcohol. Furthermore, this report is mainly for the purpose of giving a clear direction for the agency to work on campaigns clarifying the importance of the new alcohol law that was implemented and the considerations of health purposes.

The Ministry of Health believes that good creative advertising executions need to be done for the public to be aware of the current misuse and drinking problems faced by our country especially the young drinkers. Advertising components must be aligned with the big idea to fit perfectly with the cultural trends and standards of New Zealand.

This report will include an introduction to our organization, the current situation, marketing objectives, marketing strategies, implementations and recommendations for the agency.

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2.0 IntroductionOn 18th December 2013, New Zealand’s alcohol law was changed. It is illegal to

supply alcohol to someone under 18 unless the person supplying alcohol is a parent or legal guardian. If alcohol is supplied to under aged children, there will be a fine up to 2000 dollars. We as the Ministry of Health are the ones responsible to educate and inform New Zealanders on the harmful substances of alcohol in our body and the law relating to the supply of alcohol to young people and licenses responsibilities. We know that this new law has been taken lightly by business owners and parents and we would like your help in tackling the problem.

According to the Ministry of Health (2013), among people who had consumed alcohol in the past 12 months (‘past-year drinkers’), one in five (19%) had hazardous drinking patterns. This is about 532,000 people (Ministry of Health, 2013). Alcohol abuse has been a tremendously big issue for our country and we would like to try and control or stop alcohol abuse. Alcohol is one of the most commonly used drugs in New Zealand (Health Promotion Agency, n.d.).

Moreover, statistics and data have shown that more young drinkers have been on alcohol abuse and this poses a threat to our nation. With this new law being implemented, we hope to control and stop the abuse of alcohol and supply to under age children. We need your help in this by first researching thoroughly what the cause of alcohol abuse is in our country and second how do we tackle it. Public awareness campaigns have been run throughout the month of December in the year 2013 such as the “Cooldad” commercial but it still does not place any effect among Kiwis.

3.0 The Current SituationAlcohol abuse is a common thing here in New Zealand. We as the Ministry of

Health are facing problems with the consumption of alcohol especially from teenagers.

3.1 Drinking Culture in New Zealand

Alcohol is a legal, regulated and widely available product and an unquestionable feature of contemporary New Zealand social relations. The large majority of New Zealand adults drink at least occasionally and, for many, alcohol is used positively and in moderation as a symbol of hospitality and in the celebration of important events (Alcohol Advisory Council of New Zealand and Ministry of Health, 2001). However, research has stated that New Zealand has a drinking culture whereby Kiwis tend to abuse the consumption of alcohol. We believe that alcohol abuse is such a common thing in New Zealand due to the social norm among Kiwis especially to the Maori and Pacific ethnic group. (Appendix 1) Parents are also supplying or giving alcohol to their children under the legal age. Most young drinkers learn the ways of drinking from their

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Specialist Forms of Advertising Daniel Chuah | 14833837

parents and this poses a huge problem for our country. In addition, teenagers tend to abuse alcohol in ways such as “Binge Drinking” or as we call it pre-loading before getting into town. Although binge drinking by young people is a primary concern for the country, we should also seek and advice younger aged drinkers on the negative effects of alcohol. Teenagers enjoy alcohol more and more due to the exposure of social media and the easy access of alcohol that can be bought in nearby stores. Most teenagers now tend to post party events, pictures of themselves being drunk, and more on social media platforms such as Facebook, Twitter, etc. They tend to update themselves with their friends on different party events and night clubs just so that they fit with society. With this, a large proportion of young drinkers are learning the ways of their seniors with the access of social media. They tend to perceive the drinking activity as something socially acceptable. Most parents have not been helping much in this situation as well as they do not mind their children under the age limit to drink one or two cups of alcohol. They view the situation as something normal and it is done by everyone such as their neighbors, brothers and sisters that have their own children. In the 2004 “New Zealand Health Behaviours Survey – Alcohol Use”, 6.8 percent of young people aged 12 to 17 and 29.6 percent aged 18 to 24 reported drinking at least six standard drinks (men) or four standard drinks (women) one or more times a week (Youth Statistics, 2004).

3.2 Drinking Patterns among Teenagers

Due to the fact that alcohol is easily accessible in our country, Kiwis tend to use this to their advantage by abusing it. (Appendix 2) From the chart, we can see that the highest alcohol consumption are of the age 18 to 24. Teenagers are now buying and drinking alcohol at any time of the day. Most of them are now pre-loading in the afternoon till night before heading to nightclubs. This is due to the fact that nightclubs and pubs are selling alcohol at a more expensive price. Teenagers tend to think they are saving more money if they pre-load alcohol that is bought in grocery stores or other off-licenses places. The intention of young drinkers does not revolve around how intoxicated he or she becomes. For them, it is “OK” to get drunk as long as it is not an everyday thing. Some even stated that “You are not enjoying your night if you could still remember what has happened”. This places a primary concern for the country as we need to try and improve our social standards and upbringing of our younger generations.

3.3 Supply of Alcohol to Young People

In our country, the main sources of supply in alcohol to young people under the minimum legal purchase age are reported to be parents, legal guardian and friends. Children are learning the ways of drinking alcohol from parents and they think that this is acceptable. Parents have also been through the same scenario when they were a child and this has been an on-going cycle through generations. Although it is morally wrong, parents still think it’s best for them to teach their kids rather than outsiders. In 2007, just over a third of students (37.4% of males, 33.1% of females) thought it was

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okay for people their age to drink alcohol regularly, and just under two-thirds (62.9%) reported that their parents drink (Alcohol Advisory Council of New Zealand and Ministry of Health, 2007). Besides that, there is also a significant variation between ethnic groups in the usual sources of alcohol. Maori, Asian and NZ European students all reported friends, parents, and getting someone else to buy it for them is the most common sources of alcohol. However, this varies as to how Pacific students obtain alcohol. They most likely get alcohol from parents, getting someone else to buy it for me, an acquaintance gives to me, and siblings.

4.0 Marketing ObjectivesWe as a nation have to work together to make a social change for our future

generations. It is getting worse as generations gone by. At one time it used to be that people started drinking alcohol at the age of 17 but now it is as young as 10 years old.

4.1 Where do we want to be?

We want our country to learn from others and change the way we see things. Alcohol abuse has become a social norm for our country and we would like this to change. It is the biggest threat to our children, our country and our society. By the year of 2020, we would like our country to be free from alcohol abuse. We would like on and off licenses businesses to supply alcohol responsibly. We want drunkenness to be seen as socially unacceptable and for young people to delay drinking until they are older.

5.0 Marketing StrategyThe main objective of your advertisement should be aligned against an existing

strategy; perhaps a marketing strategy, communications strategy or a campaign strategy. A process which involves the management and organization of all ‘agents’ in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way as to derive the greatest enhancement and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives (Pickton & Broderick, 2005).

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5.1 What are we doing to get there?

How do we want our target audience to describe the new implementation of law and dangers of misusing alcohol especially to the young? How would they talk about future perception and societal norms of the country?

The culture of intoxication such as binge drinking or pre-drinking is a huge problem for our country and it has been a known fact among the Kiwis. Research has shown that 52 percent of young drinkers learn drinking from their parents or legal guardian. This poses a threat to our country as we need to tackle the parents and bring awareness to them. We need to raise the awareness on the dangers of alcohol consumption in a short period of time by posting up pictures and videos of people getting admitted to hospitals due to alcohol abuse.

5.2 How can we make this law believable?

Fifty percent of New Zealanders accept drunkenness as socially acceptable with 1.2 million believing it’s okay to get drunk, 350 000 binge-drinking on their last drinking occasion and 275 000 setting out to get drunk on their last drinking occasion (Alcohol Advisory Council, n.d.).We as a country need to not accept this and to change the way we see things. We can demonstrate that we know how people feel by showing them how they feel: like a Child-Adult effect. Alcohol is uniquely placed to ‘own’ this insight because to quote from respondents in groups, “my Dad gave me beer when I was a kid”. This is enormously powerful. Alcohol is in a very real sense a part of almost everyone’s lives.

6.0 Who do we need to talk to?We need to target the adults primarily the parents. Through data and research

collected, we know that most young drinkers learn how to drink from their parents or legal guardian. By forming a more stable relationship among parents and children, we can tackle this problem. Parents have to know the danger of letting their children have a drink at such a young age. Verity Johnson stated that adults need to help teach teenagers. Set a good example at home. Be a mentor not a tormentor. Otherwise teens might not make it to adulthood (Johnson, 2012). The youth drinking culture may broadly mirror the adult drinking culture.

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Specialist Forms of Advertising Daniel Chuah | 14833837

7.0 ImplementationIs there any anything else worth thinking about that might help our country

improve and to meet our objectives? The Child-adult insight is a paradox like “Dr. Jekyll and Mr. Hyde” – one person embodying two polar opposites. Currently the legal drinking age is 18 years old at which alcohol may be purchased by 18 years and above. This message has to be sent across to the country. We do not want business owners and parents to take this lightly by supplying or giving alcohol to the young. We must use this opportunity to build an emotional bridge among parents and children. Let’s try to move away from rational executions but try to create a compelling and meaningful message to parents across our country.

8.0 RecommendationsWe would like the agency to come up with a good creative campaign that would

help bring awareness to parents on the importance and danger of supplying alcohol to the young. We want parents to be an example for their children.

The direction of the campaign would have to explain the consequences of adults forgetting their youth. By not remembering their youth, parents are unable to put their shoes to educate the prospect of their own child. Moreover, this could lead the future parents in the next generation a blur image. This could be in any form of advertising campaign acts or social media campaigns.

There should also be television commercials depicting the harmful substances that stays in our body when we drink alcohol and what health problems may arise when we drink too much. Such as the case of packaging warning pictures on cigarette boxes, we need to portray the exact same feeling as it is to drinking alcohol in through the line advertising.

We want to get people talking about the ads so that the new law implementation will be the first thing they think of before supplying or giving alcohol to their children.

2253 words.

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9.0 Appendices

Appendix 1

Figure 1. Statistics showing potentially hazardous drinking, among all adults aged 15 years and over by ethnic group and sex. Retrieved from http://www.stats.govt.nz/browse_for_stats/snapshots-of-nz/nz-social-indicators/Home/Health/hazardous-drinking.aspx. Copyright 2013 by the New Zealand data. Reprinted with permission.

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Appendix 2

Figure 2. Statistics showing potentially hazardous drinking, among all adults aged 15 years and over by age group and sex. Retrieved from http://www.stats.govt.nz/browse_for_stats/snapshots-of-nz/nz-social-indicators/Home/Health/hazardous-drinking.aspx. Copyright 2013 by the New Zealand data. Reprinted with permission.

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10.0 ReferencesPickton, D., Broderick, A. (2005). Integrated marketing communications (2nd ed.). United Kingdom: Pearson Education Limited.

Johnson, V. (2012). Blame parents for teen binge drinking culture. Retrieved September 7, 2014, from http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=10816923

Youth Statistics. (2014). Hazardous and problem drinking. Retrieved September 8, 2014, from http://www.youthstats.myd.govt.nz/indicator/healthy/problem-drinking/index.html

Ministry of Health. (2013). Hazardous drinking in 2011/2012: Findings from the New Zealand Health Survey. Retrieved September 8, 2014, from http://www.health.govt.nz/publication/hazardous-drinking-2011-12-findings-new-zealand-health-survey

Ministry of Justice. (n.d.). Alcohol Advisory Council of New Zealand. Retrieved September 9, 2014, from http://www.justice.govt.nz/publications/global-publications/d/directory-of-official-information-archive/directory-of-official-information-december-2009/alphabetical-list-of-entries-1/a/alcohol-advisory-council-of-new-zealand

Alcohol Advisory Council of New Zealand. (2007). The Health and Wellbeing of Secondary School Students in New Zealand. Retrieved September 10, 2014, from

http://www.alcohol.org.nz/sites/default/files/research-publications/pdfs/Youth'07_Alcohol_Report.pdf

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11.0 BibliographyHealth Promotion Agency. (n.d.). Publicity Campaign. Retrieved September 11, 2014, from http://www.alcohol.org.nz/cooldad

Health Promotion Agency. (n.d.). Liquor Licenses. Retrieved September 11, 2014, from http://www.alcohol.org.nz/legislation-policy/liquor-licences

Ministry of Justice. (n.d.). The Current Situation – An Overview. Retrieved September 11, 2014, from http://www.justice.govt.nz/publications/global-publications/s/the-sale-and-supply-of-alcohol-to-under-18-year-olds-in-nz/5-the-current-situation-2013-an-overview

Informa Healthcare. (2007). Parent attitudes on the supply of alcohol to minors. Retrieved September 12, 2014, from http://informahealthcare.com/doi/abs/10.1080/09595230601037018

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