Alcohol Advisory Council of New Zealand: Social Marketing to Change Binge Drinking Culture


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG203 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Social Marketing/Consumer Behavior/Marketing Communication
Case Length : 14 Pages
Period : 2001-2008
Pub Date : 2009
Teaching Note : Not Available
Organization : Alcohol Advisory Council of New Zealand
Industry : Social Sector
Countries : New Zealand

Abstract:

This case is about the various initiatives adopted by the Alcohol Advisory Council of New Zealand (ALAC) to initiate a behavior change in the binge drinking culture of New Zealand.

Binge drinking was a huge problem in New Zealand and its harmful consequences led to the country incurring costs to the tune of around NZ$ 4 billion a year. ALAC's several marketing communications initiatives coupled with various community outreach initiatives aimed at influencing the people to adopt a healthy lifestyle and curb their excessive drinking habits.

Realizing that its 'It's not the drinking. It's how we're drinking' marketing communication campaign (March 2005- March 2008) -- though successful in creating awareness about the harmful consequences excessive alcohol consumption - had largely failed to initiate a behavior change among the people, ALAC launched the 'brutally honest' campaign in April 2008. In contrast to ALAC's earlier campaign, the 'brutally honest' campaign was hard-hitting and focused on stark realities associated with binge drinking.

While the initial response to the campaign was somewhat positive with the target audience recalling the message and a significant section considering curbing their alcohol consumption, the campaign also attracted a lot of criticism for its graphic content. Some viewers found the advertisements disturbing, especially for children.

Issues:

» Appreciate the initiatives taken by ALAC to bring about a change in the prevalent drinking culture of New Zealand.

» Understand the evolution of ALAC's marketing campaign to change the behavior of New Zealanders to prevent binge drinking.

» Analyze the 'It's not the drinking. It's how we're drinking' campaign and the reasons for its failure in curbing excessive levels of alcohol consumption in New Zealand.

» Analyze the 'brutally honest' campaign and its success in initiating a behavior change in the drinking habits of New Zealanders.

» Understand the issues and challenges faced in bringing about a change in binge drinking behavior in New Zealand.

Contents:

  Page No.
Introduction 1
Background Note 2
ALAC's Initiatives 3
ALAC's Marketing Communication Campaign 5
'It's Not The Drinking, It's How We're Drinking' 5
The 'Brutally Honest' Campaign 8
The After Effects 9
Exhibts 11

Keywords:

Social Marketing, Marketing communication, Brutally honest campaign, Community outreach initiatives, Behavior change, Brand recognition, Publicity, Billboards, Advertising, Promotion, Alcohol Advisory Council of New Zealand, ALAC

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