drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “2340”
COUNTRY France
TIMING 2007 > Ongoing
THEME
Responsible drinking

CONTRIBUTOR

  • Avec Modération!
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PARTNER(S)

  • National trade associations of the sector (FFS, ABF, FFVA, BNIC and IDAC)
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OBJECTIVE

  • To inform consumers about the WHO's low risk levels of consumption.
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DESCRIPTION OF THE INITIATIVE

  • Publicity campaign to raise awareness of WHO guidelines on consumption: no more than 2 units a day for women, 3 for men, 4 per single session and 0 at least one day a week and for ''at risk'' groups of consumers, such as minors, drivers, pregnant women, etc (in line with WHO guidelines).
  • As well as the core campaign message, the dedicated website also contains practical information on alcohol such as what a unit is. Online tools are available for consumers to calculate how many units of alcohol they have consumed and estimate their BAC level in order to avoid driving over the limit and a Facebook page regularly posts to remind followers about responsible consumption.
  • In 2008 a radio message was developed carrying the campaign's key messages. In 2009, a student awareness campaign was run in the Chartes Metropole region.
  • Since 2009 posters with the "Partying is maximum 4 units" "Alcohol: control the risks" messages are part of the campaign. The first are aimed occasional drinkers and students to inform them about "binge drinking" and the second aimed at students to inform them of responsible drinking. A booklet has also been created for the general public which explains what a unit of alcohol is, a reminder of sensible drinking levels and 2340 website.
  • In order to highlight lower risk consumption during the holiday season and to encourage young people to visit the 2340 site a radio spot and web banner were hosted on Deezer and Spotify online music sites between 27 December 2010 and 9 January 2011.
  • The site was revamped in 2014 with a more modern look and feel.
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IMPACT

  • Until October 2016 the website had received over 1,040,000 unique visitors.  It receives 14,000 visits every month on average.
  • Until October 2016 the Facebook page had received over 5,400 "likes".
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EVALUATION

  • Quality web-based survey conducted in 2012 (581 users) showed:
    • 67% considered the site "very interesting/very relevant," "interesting/relevant" and "informative" (down from 87% in 2007 and 72% in 2009).
    • 16% said they "would be more vigilant about risk situations.
    • 28% felt "better informed about safer consumption thresholds" (down from 51% in 2009).
    • 24% felt "more aware of alcohol units".
    • The "units calculator" was judged the most interesting part of the site (23%) whilst 18% thought that "the whole site" was interesting.
    • 2/3 of respondents first knew of the 2340 concept from the site, however an increasing number are aware of the concept through the marking of cans and bottles of alcoholic beverages (15%).
    • Nearly half of the site users are ordinary consumers.
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