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• “Proxy Purchase 'You're asking for it' Campaign Pilot 1”
COUNTRY United Kingdom
TIMING 2015 > 2015
THEME
Underage drinking

CONTRIBUTOR

  • The Scotch Whisky Association
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PARTNER(S)

  • Scottish Government Alcohol Industry Partnership
  • North Lanarkshire Community Safety Partnership
  • Police Scotland
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OBJECTIVE

  • To raise awareness that proxy purchasing is a criminal offence which carries a fine of up to £5000 or to 3 months imprisonment – or both and, ultimately, to contribute towards less crime and less antisocial behaviour in the area.
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DESCRIPTION OF THE INITIATIVE

  • This was a pilot project delivered in two towns, Motherwell and Wishaw in North Lanarkshire, Scotland.  
  • The primary audience was adults that carried an empathy with under 18's and were unaware of the consequences of buying alcohol on behalf them.  The secondary audience was under 18's who were brazenly asking adults to buy alcohol for them unaware of the consequences. 
  • The project was two pronged initiative involving increased enforcement activity by police and a focussed campaign supported by retailers. An agency was engaged to develop the creative for the campaign.  
  • Creatives: Town centre wifi banner (can be seen any time someone logs onto wifi); Town centre newsletter campaign inclusion; Web buttons and banners for partners/stakeholders; Plasma screens in libraries, schools, health centres; Facebook posts to Lanarkshire area – targeting 13-17 year olds.  For visuals see below (impact section).
  • Police activity was launched in April. The supporting campaign was launched in June.  Prior to the campaign launch letters were distributed to the parents of pupils in the eight High schools in the pilot area to make them aware of the campaign. Press releases were issued at campaign launch in June, with follow up stories in August and October following up on the success of the campaign.
  • Campaign packs were distributed to retailers prior to the campaign launch.
  • The project group met regularly throughout the campaign.
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IMPACT

  • The following campaign materials were deployed:
    • 600 x posters (to retailers).
    • 80 x door stickers (to retailers).
    • 70 x counter top stickers (to retailers).
    • 100 x shelf wobblers (to retailers).
    • 10 x local bus rears.
    • 20 x local bus cove headliners.
    • 48 sheet outdoor poster in prime Wishaw spot.
    • 6 sheet outdoor poster in prime Motherwell train station area.
    • 6 x street light panels.
    • 6 x clean graffiti stencils outside key proxy purchase locations.
    • 6 x 3D street vinyls outside key proxy purchase locations.
     
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EVALUATION

  • A full evaluation report is attached. 84 offences were detected over a four month period. 49 adults in the pilot area were charged with buying alcohol for children.
  • The knock-on effect on local crime figures was significant:
    • Street drinking detection offences since the campaign started have dropped by 20%.
    • Violent crime is down 30%.
    • Reports of antisocial behaviour have reduced by 13% (490 less incidents compared to the same period last year).
    • Reports of disorder have reduced by 15%.
    • Youth disorder down 10% in July, August and September.
    • Alcohol related disorder is down 21%.
 
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