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Responsible drinking programmes
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• “Don't pass it on!”
COUNTRY United Kingdom
TIMING 2011 > 2011
THEME
Underage drinking

CONTRIBUTOR

  • Diageo
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PARTNER(S)

  • Crimestoppers Scotland (independant charity that helps find criminals and solve crimes)
  • Fife Constabulary
  • Fife Alcohol Partnership Project (FAPP)
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OBJECTIVE

  • To raise awareness that buying alcohol for under 18's is an offence.
  • To tackle the availability of alcohol to young people.
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DESCRIPTION OF THE INITIATIVE

  • The four week targeted campaign was launched on 19 January to crack down on proxy buying after a study carried out for the Fife Alcohol Partnership showed that a quarter of school pupils in Fife reported binge drinking. One of the ways in which young people can get alcohol is from persons who buy it on their behalf.
  • The campaign, highlighted that buying alcohol on behalf of an under '18 is a criminal offence. Members of the public were urged to contact Crimestoppers anonymously with information about anyone selling alcohol to, or buying it on behalf of, under 18s.
  • Radio advertising and posters highlighted that anyone caught buying or selling alcohol to under 18s could face a £5,000 fine, a possible criminal conviction and the store owner could lose their licence. The message was also featured on Fife Constabulary's Ad Trailer which toured Fife.
  • The campaign, made possible by Diageo, complimented the multi agency work already under way in Fife aimed at reducing the consumption of alcohol by young people under 18 by providing them with education, information, support and diversionary activities.
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IMPACT

  • Over 20 visits to licensed premises.
  • High visibility Ad trailer was parked at various prominent target locations in Methill, Leven and Rosyth throughout the four week campaign.
  • Four week heavy weight Fife wide radio campaign on Kingdom FM (30 second adverts). This resulted in 1,311,112 impacts, with a reach of 100,275 and 13.08 opportunities to hear. 
  • 500 A3 and 1,500 A4 posters disseminated in known hot spot areas supported by Fife Constabulary and FAPP.
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EVALUATION

  • Crimestoppers saw an increase of 17% in actionable information, including on alcohol sales to under 18s, during the campaign period.
  • During the evaluation control period (19 January to 31 March 11):
    • 17% increase in calls to Fife.
    • An increase of 56.8% in calls to Fife in January 11 compared to January 10.
    • Two actionable calls relating to the proxy purchase of alcohol were received.
    • One test purchase and one arrest and charge was made by Fife Constabulary.
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