Sandwell NHS wanted to explore a number of issues surrounding excessive drinking, taking into account behavioural triggers, personal values and influences, awareness of services and social marketing campaigns, and effective methods of communication and intervention. Enventure was involved in the research carried out to inform the social marketing exercise.
Enventure carried out qualitative research with a variety of males considered to be ‘hazardous drinkers’, from a similar social group but at various life-stages and representing both the white and BME community.
The research involved:
- Five in-depth interviews with licensees
- Five observation sessions in pubs to explore patterns of drinking and interaction in the environment in which the drinking takes place
- Eight single and eight paired in-depth interviews
- A mixture of in-home and in-pub interviews
- A drinking diary completed by participants for one week prior to interview
Research provided in-depth feedback on how people are introduced to alcohol and develop regular patterns of consumption, where that takes place, factors influencing consumption, triggers for excessive drinking, cultural attitudes, perceived benefits of drinking, awareness of alcohol units and risks, and barriers to controlling consumption.
Analysis was undertaken on respondents’ awareness of local services and support, their responses to previous social marketing campaigns and what type of campaign they felt might work.
Benefits to Client
Sandwell NHS gained greater insight into the lifestyles and perceptions of its target group, to inform future interventions and campaigns. It also gained valuable information about how to engage people, raise awareness and target future campaigns more effectively.