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• “Proxy Purchase 'You're asking for it' Campaign Pilot 2”
COUNTRY United Kingdom
TIMING 2016 > Ongoing
THEME
Underage drinking

CONTRIBUTOR

  • The Scotch Whisky Association
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PARTNER(S)

 
  • The Scottish Alcohol Industry Partnership
  • Edinburgh 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 three months imprisonment - or both and, ultimately, to contribute towards less crime and less antisocial behaviour in the area.
  • To test whether this campaign could be successfully delivered in a second pilot area (a city as opposed to a small town setting) as successfully as the initial pilot.
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DESCRIPTION OF THE INITIATIVE

  • This second pilot project was delivered in the Leith area of the City of Edinburgh over a two month period (July and August) in 2016. The primary audience was adults that carried an empathy with U18's and that are unaware of the consequences of buying alcohol on behalf of them and was identical to the first pilot campaign.
  • As in the orginal pilot, it was a two pronged approach involving increased enforcement activity by police and focussed campaign supported by retailers.
  • The creative was the same used in the initial pilot.
 
  • Campaign packs were distributed to retailers prior to the launch by police. Police activity focussed on eduction, prevention and enforcement.
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IMPACT

  • The following campaign materials were deployed:
    • 420 posters
    • 110 door stickers,
    • 80 countertop stickers
    • 190 window stickers
  • Due to the high number of Polish residents in the target area these materials were also produced in the Polish language.
    • 7 3D street vinyls
    • 3 clean graffiti stencils outside key proxy purchase locations
    • Digital Billboard running every Friday eveing for 10 weeks
    • Facebook posts
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EVALUATION

  • A full evaluation report will be published in early 2017.
  • Four licensing offences were detected, including two proxy purchasing offences.
  • This was the sole campaign delivered in the Leith area during period in question. Compared to the same period the previous year:
    • Antisocial behaviour reduced by 8%.
    • Reports of disorder reduced by 25%.
    • Street drinking detection offences since the campaign started increased by 150%.
    • Serious crime was down by 17%.
    • Miscelleanous violent and disorderly offences eg common assault, drunk and in capabale are down by 26%.
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