drinksinitiatives.eu

Responsible drinking programmes
supported by European spirits producers

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• “Had Enough”
COUNTRY Ireland
TIMING 2007 > 2010
THEME
Responsible drinking

CONTRIBUTOR

  • Drinkaware (previously MEAS)
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PARTNER(S)

  • Media Owners
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OBJECTIVE

  • To promote responsible drinking and challenge anti-social behaviour around drinking.
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DESCRIPTION OF THE INITIATIVE

  • Following on from the "Know the one that's one too many" campaign, the “Had Enough” campaign was a hard-hitting nationwide advertising campaign which highlighted the unacceptable impact of drunken behaviour on a range of innocent parties. These parties included Accident & Emergency nurses, people walking alone, taxi-drivers, shop workers and neighbours of a noisy house party is highlighted. In all cases, the principal characters – the social innocents – turn to the camera and state, "I've had enough".
  • In addition to TV adverts, the campaign also featured in bars, nightclubs and cinemas along with extensive outdoor, commuter, online and radio advertising.
  • The video can be viewed on the drinkaware.ie website.
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IMPACT

  • Overall, the campaign proved positive among the public with the "nurse" and "taxi driver" versions proving most popular.
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EVALUATION

  • Quantitative and qualitative research undertaken in January 2009 showed that the "I've had enough" TV advert resonated well and appealed to male and female audiences. Results showed that:
    • There was a 20% reduction amongst the general population stating they had been "drinking more than I should have" in the last month.
    • 75% recalled the advertisement;
    • Agreement with the statement “I have become more aware of excessive drinking and how it affects others,” has grown most amongst 18-24 year old males since similar research was carried out in January 2008.
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