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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