Proxy Purchase 'You're asking for it' Campaign North Lanarkshire

The Scotch Whisky Association
United Kingdom
2017 > 2017
#AwarenessRaising

Objective

To raise awareness that proxy purchasing is a criminal offence which carries a fine of up to £5000 or three months imprisonment - or both.
To contribute towards less crime and less antisoocal behaviour in the campaign area.

Description

Following the success of two pilot projects delivered in 2015 and 2016 in relatively small areas, the aim of the campaign this time was to deliver it over a much larger geographical area. The North Lanarkshire region of Scotland was choosen.
As in the previous pilot campaigns the primary audience was adults.
The same creative as used in the pilots was deployed.
Retailers were engaged and intergral to the delivery of the campaign.

Partners

The Scottish Alcohol Industry Partnership
North Lanarkshire Council
Police Scotland

Results

Campaign packs were delivered to 302 retail outlets.
Out of home advertising deployed included billboards, streetlight panels, advertising space on buses and at train stations, 3D pavement vinyls and pavement stencils.
Social media was also utilised, primarily Facebook.
PR activity achieved local and national media coverage in print and broadcast outlets.
Police activity focussed on disrupt, detect and deter.

Measurement & evaluation

A full evaluation report will be published early 2018.  Preliminary results show:
38 adults were reported for proxy purchases offences.
2 retailers were reported for selling to person under the legal purchase age.
Youth disorder  reduced by 10%.
Antisocial behaviour incidents were down by 8%.
Reports of children drinking on the street reduced by 51%.

Downloads

Videos

You're asking for it - Proxy Purchasing Explained

Photo gallery

Documents

aip-10653-proxy-purchase-nlcsp-poster-a4.pdf (pdf - 0.42 Mo)