Reducing alcohol harm
Following the alcohol branding and drink driving campaigns we developed for NHS Stoke-on-Trent, the Safer City Partnership asked Uscreates to work on concepts and implementation strategies for three alcohol harm issues: the effects of alcohol on domestic violence, antisocial behaviour and fire safety.
Uscreates worked closely with stakeholders including personal crime and domestic violence leads at the Staffordshire Police Force, fire officers at Staffordshire Fire and Rescue Service, and members of the target audience who have experienced alcohol-related harm.
The insight gathered helped identify that the campaign should take a realistic, down-to-earth, straightforward and honest approach. Based on the key problem areas within each alcohol issue, the campaign messages were defined as:
Domestic Violence – Targeting victims to stop using alcohol as a short-term coping mechanism and to instead seek long-term support.
Antisocial Behaviour – Targeting residents to be respectful of neighbours when drinking, and understand the consequences of drinking on relationships with neighbours.
Fire Safety – Targeting drinkers to avoid cooking after drinking as inattention commonly results in pan fires.
Uscreates developed a year-long strategy for the implementation of the three campaigns, launched in April, June and August respectively. The strategy included outdoor advertising as well as interactive interventions such as flash mobs, volunteer toolkits, local press and social media to spread the messages.