Who drinks alcohol and why
We worked with Public Health Wales to identify attitudes, beliefs and behaviours towards alcohol, in order to create a meaningful campaign using animation and video.
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The mission.
To understand the behavioural drivers of alcohol habits and experiences of alcohol harm for three target audience segments: pregnant people, parents of children under 16 years and adults aged 45-65 years.
Our mission was to carry out research and generate insight to inform an Alcohol Harm Reduction Plan by the Betsi Cadwaladr University Health Board Public Health Team, to make change happen at scale.
The research.
Following an initial scoping review of national and local data, we developed insight surveys in English and Welsh, to understand and engage with the key audience groups who were identified as being at potentially higher risk of alcohol harm. The surveys explored residents’ views, motivations and behaviours around alcohol use; their experiences of alcohol harm; and their awareness, needs and expectations of support interventions.
To qualitatively explore the topics and themes from the research, we then conducted telephone interviews to produce a deeper understanding and analysis of alcohol harm, support needs and the impacts of COVID-19.
The impact.
We used the research to develop insights to action: 9 specific recommendations to the Public Health Team to inform strategy about reducing alcohol harm in North Wales. Our approach also afforded us particular insight about what can be done to help drive change for 3 vulnerable segments of residents.
We illustrated these behavioural insights and actions for change through a visual report to communicate to the Public Health Team what next steps will resonate with residents’ wants and needs, help them to think and act differently and reduce the negative effects of alcohol misuse for both themselves and within families or wider social community groups.
3
audience segments prioritised to work with
177
residents surveyed
20
residents engaged in interviews
9
actionable recommendations proposed
