Alcohol. Always responsibly

Alkohol. Zawsze odpowiedzialnie
Polski Przemysł Spirytusowy
Poland
2016 > Ongoing
#AwarenessRaising #Study&Survey

Objective

  • To boost responsible drinking culture.
  • To build awareness of the equivalence of all alcoholic beverages.
  • To increase public awareness of the impact of beverages containing alcohol have on the body.
  • To increase public awareness of responsible consumption.

Description

Pre-campaign study: In May 2016, a pre-campaign study tested the Polish approach to alcohol consumption. The aim was to examine: 

  • Opinions and knowledge about alcohol and consumption habits (frequency, consumed drinks, occasions).
  • Awareness of and willingness to follow the principles of responsible consumption.
  • Treatment and perception of different alcoholic beverages.
  • Knowledge of the actual content of pure alcohol in beverages.  
  • The study also measured the attitudes and motivations associated with the consumption of different alcoholic beverages. 

The research was published in the “What do Poles know about alcohol?” study.  Amongst others, the study reveals that Poles do not always know how much pure alcohol they drink and that the idea that alcoholic beverages can be more/less healthy and dangerous/harmless is a common misperception.  

Campaign: The research findings prompted the “Alcohol.  Always Responsibility” campaign.   It aims to inform consumers that different alcoholic beverages contain the same the amount of pure alcohol depending on their alcohol by volume (ABV) and the quantity being served.  It also emphasises that ethyl alcohol, regardless of what the drink is, always acts on the body in the same way.  Therefore, every drink containing alcohol should be treated equally responsibly.

Actions: The communication campaign started in June 2016. In 2016 key messages were distributed through:

  • PR activities: It was communicated at 22 June 2016 Spirits Industry Congress in Warsaw.  
  • Outdoor: Billboards with the key message “No matter the occasion – drink responsibly” were shown in cities across Poland in August.
  • You Tube channel “Polimaty”.
  • Events: On 17 November 2016, the campaign was promoted at the annual Responsible Business Forum. It is the largest event dedicated to social responsibility in Poland and is open to all.  Visitors to the stand could test their knowledge about alcohol in a mini quiz, watch educational videos and talk to experts. A half-hour panel discussion with Jacek Wasilewski (cultural studies, media and campaign expert) and Krzysztof Szczerbacza (research specialist) was also held. Handouts and gadgets were also available at the stand.
  • Training: On 12 and 16 December, four training workshops for catering and store staff were held in Gdynia. The training was a joint initiative of the City Council and ZP-PPS.  The aim was to increase knowledge about alcohol, both as a commercial product and as a substance that affects the human body. It was led by Robert Lemański, a qualified prevention specialist.

In 2017 “Alcohol. Always responsibly” messages were communicated through:

  • The website, Facebook page (contests for followers, educational content) and PR activities.
  • Events: Spirits Industry Summit at the Ministry of Finance, debate “National Health Programme – towards a responsible alcohol culture” with health and social experts.
  • You Tube channels “Topowa Dycha” and “Eureka”.
  • Training sessions for alcohol beverage sellers and servers in 4 cities.  The training on alcohol is a specific commercial product was by Robert Lemański, qualified prevention specialist.  This activity was organised in cooperation with town councils.
  • Educational workshops for drivers in Lublin led by the Traffic Department of Lublin Police.

In 2019 the campaign was promoted under the hashtag #zTwarzą (#save Face).  

  • To deal with irresponsible alcohol consumption and the consequences associated with it, actors Michał Mikołajczak and Tomasz Ciachorowski published short films in the form of Instastories to show how the behaviour of someone who had consumed too much could be perceived.
  • The clips showed one of them drinking too much at a mutual friend’s birthday party, with the other one reporting from the perspective of a sober person.  They clips showed Tomasz, “the drinker” progressively losing control over his behavior over the course of the evening.  Loud behaviour, embarrassing dance moves, and by the end, difficulty in staying upright.  Other party goers appear disgusted by this progression.  Of course, he was acting, with the aim of showing young people how drinking too many alcoholic beverages could fatally impact their reputation.  They highlight that the situation is seen differently by a sober person and by someone who has had too much to drink.  It is easy to “lose face” by losing control - speaking too loudly, being bothersome, intrusive or unhappy.  The clips succeeded in arousing interest on the topic and were widely commented on in media and on social media.  The actors later explained that the clips were part of the “Alcohol. Always responsibly” campaign.  Posts related to the campaign can be seen on Instagram and here.
  • In the second instalment of the #ZTwarzą action, the editor-in-chief of Vogule Poland, Patryk Chilewicz, (on his InstaStories and YouTube) gave tips on to how leave a party #zTwarzą (#save Face), drink responsibly and avoiding being ashamed (Losing Face) of a previous night’s behaviour.

Results

In 2019:

  • Action #zTwarzą (#save face) reached 2,700,000.
  • Social Media posts reached 2,175,491 with 5,178,668 views.
  • Website visits: 276,200.
  • The Facebook page had 26,598 “likes”. 

In 2018:  26,985 fans on Facebook; 0.3 million unique users and more than 0.69 million page views on the website; 80,000 views of films on myths about alcohol inspired by the campaign on Topowa Dycha and Eureka YouTube channels (Total 2017 - 2018: 360,000); Workshops 523,015 views short animation film “Alcohol. Always responsibly” on Facebook; 869,000 views of short spots to promote rebranding “Kinley” tonic, each with logo AZO

In 2017: 25,000 fans on Facebook; 1.8 million unique users and 2.67 million page views on the website; 193 online, press, radio and tv pieces reached around 2,868 million people; Science and Alcohol short film was published in March 2017 and has was watched almost 45,000 times on YouTube and Facebook; Almost 270,000 views of films on myths about alcohol inspired by the campaign on Topowa Dycha and Eureka YouTube channels; Polimaty "5 Myths about alcohol" - extra 180,000 views in 2017.

In 2016: More than 10,000 fans on Facebook; 72,000 unique users and 115,000 page views on the website; 247 online and press pieces reached around 1,630,000 people; Over 34,000 views on the youtube channel (up from with the Alcohol not water” and “Sport, diet and … percentage” having gained the most views (6,300 in December 2016); Over 523,000 views of the “5 myths about alcohol” film  inspired by the campaign, published on YouTube channel Polimaty;  August billboards: around 28 billboards reached 840,000 people in Warsaw and 420,000 outside the capital city.  Responsible Business Forum: The event was attended by around 2,000 visitors.  Almost 500 took the quiz.   In total, in 2016 the campaign reached around 6 million people.

Measurement & evaluation

In May 2017 an evaluation research was carried out with 1,485 respondents (CAWI - Computer Assisted Web Interviews). The evaluation showed that 20% of respondents came across the campaign’s messages. Among them:

  • 77% evaluated it positively, 78% stated that campaigns like that are necessary.
  • 51% stated that they give more attention to amount of pure alcohol they consume, 22% said that their behaviour towards alcohol was already in line with the campaign and 14% is planning to change their drinking patters towards responsible drinking.
  • 2% do not agree with “Alcohol. Always responsibly” messages.

Website

https://pijodpowiedzialnie.pl

Downloads

Videos

lcohol. Always responsibly (Polish)
Tomek Ciachorowski and Michał Mikołajczak in action
5 tips on how to leave the party

Photo gallery

Documents

What do poles know about alcohol (in Polish) (pdf - 3.63 Mo)