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Campaign Evaluation Report Written by Jane Banbury and Kate Phillips Agenda Item No: 4b
CampaignEvaluationReport
Written by
Jane Banbury and Kate Phillips
Strategic Alcohol Campaigns Group
Agenda Item No:
4b (vi)
Introduction to Campaign
Alcohol awareness month in Hertfordshire was the first of its kind and ran throughout June. The aims of the campaign were to encourage both adults and young people to think about how much they are drinking and how to stay safe during the summer months.
Hertfordshire used this month to raise awareness of the effect alcohol can have on individuals lifestyle over the summer with regards to fitness and weight gain and the risks that people can be exposed to when drinking i.e. BBQ’s, excess drinking on holidays can lead to issues with personal safety and drinking alcohol in a park to celebrate finishing school.
The campaign offered straight forward advice for people who wanted to cut down and encouraged adults to give up alcohol for a week or keep a drinks diary to help learn about their own alcohol habits.
The campaign promoted positive social norms messages for young people and encouraged them to adopt 100% Hangover free culture. This included messages around supporting those who do not drink, and educating those who do to drink less.
Throughout the month a total of 35 events are recorded here. Please see page 6 for more details.
Feedback on Stakeholder Pack
95 registered for the pack 33% of these people ordered resources Of these at least a third ordered more than once Below shows the breakdown of what organisations registered stakeholders
come from:
No. of Stakeholder Pack Organisations
31
19
15
9
3
3
10
3
Herts Police
District Councils
Herts NHS
Herts CC
Schools/Colleges
Housing Assocs.
Drugs Services
Other
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Alongside the stakeholder pack, two posters were designed in house and electronically distributed. The two posters focussed on the key messages in the campaign. (Appendix A)
NHS Hertfordshire:o The posters were on every employees screensaver (500)o The posters were on the screen in reception, the display boards in
reception and on all notice boards throughout the building.o Z booklets available in receptiono Posters were sent to all health centres in Hertfordshire.
All GPs were sent the posters to print off if they wished.About 10 practices contacted the PCT for copies and also 3 asked for them in jpeg format to put on their screens, which was supplied.
PCSO Observation
Saw posters displayed in local gym
Media
During Alcohol Awareness Month one press release a week was sent out to the media covering all aspects of the campaign. Press releases covered the launch of the month, young people, alcohol and fitness and alcohol and summer safety.
Information around the month and the ‘Top five tips’ were promoted on Herts Direct and internally on Compass (Herts County Council) and on Herts Net (Hertfordshire Constabulary).
Herts County Council Website – Hertsdirect
Below details the pages viewed between May and June 2011 and the increased difference between them.
May June
Alcohol Awareness Month information 30 1495Top Tips for barbecue 26 55Top tips on health 25 35Young People advice 23
A total of 1525 viewed the website. During June a marked increase in viewing these pages took place, as promotion of the website and pages took place across county.
Press Coverage
Before the campaign began, a press briefing took place and three media representatives came from Heart Radio, Hemel Gazette and Welwyn and Hatfield Times. The press briefing was interactive and journalists were challenged to keep a drinks diary or to give up alcohol for a week or longer, and to write about their
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experiences. All three of these media representatives ran articles in newspapers or radio interviews
Grapevine magazine reaches a total of 5, 500 employees in East and North Hertfordshire NHS, featured a section on the month.
On top of the press releases we had a number of inclusions in other newspapers and magazines. In total there was 9 media articles – including 2 radio interviews and 2 detailed articles in the Hemel Gazette (Appendix B)
Nationally Drinkaware launched a calories and drinking article which showed how damaging alcohol was for your health (drinkaware.co.uk). This coincided with the messages that this campaign was trying to convey. A report by the Joseph Rowntree Foundation was released mid June 2011 stating that young people are influenced by their parents and if they drink at home they themselves are more likely to drink heavier later in life. This report was released the day before the Farnham House event which prompted lots of conversations and discussions at the stand.
Social Media
County Community Safety Unit
Hertfordshire Constabulary's Facebook and Twitter accounts were used to publicise the Alcohol Awareness Month. There are 5000 users of the Facebook page and more than 2000 followers on Twitter.
A video was put on Facebook at the end of May, used to build excitement surrounding the campaign. This was coupled with updates on Twitter, saying “only ? more days until Alcohol Awareness Month. Get ready to rethink your drink”!
During the month of June, key messages were posted on Facebook, with users asked questions about their drinking habits and whether they were aware of the calories and units in alcohol, and the affect it has on their fitness/health. Similar updates were also posted on Twitter, with tweets re-tweeted by other organisations, spreading the reach of the campaign.
Links to Herts Direct and Drink Aware pages were also posted on Twitter and Facebook and it is likely this helped drive traffic to the Herts Direct pages.
Using this social media resulted in some excellent engagement and meaningful two way communication with Hertfordshire residents.
A dedicated Corporate Communication Press and PR officer working across the County Community Safety Unit ensured a consistent/innovative messages were sent out throughout the month.
Example of twitter conversationOne user thought that a few glasses of wine a week amounted to one unit of alcohol. I responded saying this was incorrect and informed her of the actual units, with a link to the Drinkaware website. She was surprised and grateful that she was now more informed of how much alcohol she was actually consuming.
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East and North Herts PCT
The following took place with regards to social media:
TwitterRe-Tweated police messages to thier 740 followers24/6/11 Twittered 7 Top tips throughout the day
WebsiteAlcohol Awareness Month banner linked to Herts direct website
IntranetA different top tip was on the front page of the intranet every day – together with links
Resources
The stock for this campaign was restricted only to people who had registered as stakeholders with Health Promotion in Herts. This enabled us to keep accurate details of who was participating in the campaign and stock levels. The remaining stock can be used for future campaigns, youth projects and College Fresher Fairs as the message is not time limited.
Product Original Stock
Amount Distributed
Number left in stock
Percentage of stock used
100% Hangover Free Badges
5000 3240 1660 65%
100% Lip Balms 3000 2750 250 92%100% Wristbands 3000 2150 850 72%100% hangover free door hangers
450 226 224 50%
Know Your Limit Pens 2000 1390 610 70%Know Your Limits Fridge Magnet
2500 1500 1000 60%
Z Cards 5000 1700 3300 34%In Herts magazine *990 820 170 82%He Spent card 2993 620 2373 20%She Spent card 2206 680 1526 30%Alcohol and Fitness 2800 700 2100 25%Drink Aware Cups** 500 240 260 50%Drinks of Britian A5 198 25 127 12%
*amount sent to Herts Health Promotion more stocks available at Farnham**This stock was obtained directly from Drinkaware Trust and was given to people who had engaged in discussion re alcohol
Herts Health Promotion (HHP) 20 – 25% increase in new memberships to Herts Health Promotion between
May and June 2011. Maximum quantities set were achievable. Excel spreadsheet was developed which detailed stakeholders, resource
allocation and stock levels this was instrumental in progressing the campaign.
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There were issues with packaging and distribution. This was due to their distribution system which corresponds with mail points within NHS health centres and hospitals. In some cases this made it difficult for some people to access resources. In future campaigns earlier involvement of HHP is needed so that the logistics can be better catered for.
It was felt that the stock went to the “right people.”
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Alcohol Awareness Events
Broxbourne
No reports received.
DacorumCounty Community Safety Unit and Vulnerable Young Peoples ServiceAlcohol Awareness Information Stand at Herts County Council, Apsley, Hemel Hempstead
Approx 60 staff was spoken to. 100% of them found the units demonstration/exercise informative alongside
the resources. Majority gave positive feedback - they had more knowledge around alcohol
units and how it can affect their health re calories. At least 50% of people did not drink and were pleased this was something to
be proud about and wanted to wear the badges and wristbands to promote this.
Majority of people had heard of alcohol units – however approx 50% who took part in the alcohol unit measuring were correct in their number of units within their drink.
Majority of the people did not know the calorific value of alcohol - they found the visual of a doughnut easy to remember.
Some people were surprised in the data of young people who did not drink – their perception was higher.
All resources were applicable to all age ranges.
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8 events
5 events
2 events
O events
2 events
7 events
4 events
4 events
0 events
3 events
Able to signpost people to ADASH, PDAS services – websites promoted were Drinkaware and Herts DEF.
Youth workers took resources for young people they work with – in one case they registered as a stakeholder to obtain stocks of resources for a youth event this coming weekend.
Lessons Learnt Arrive at least 30 minutes to 45 minutes before the lunchtime break. Determine where the nearest water point is to fill up alcohol bottles and cans.
We were asked more than once about the safe drinking level for driving – official answer is not to drink at all.
Take business cards to give out for people to contact you with. Wear the badges and wristbands – this helps to promote these resources.
Quotes from staff who engaged with the stand“Thank you I have learnt something new about alcohol and units”
“I will remember that a glass of wine is equivalent to a doughnut and I will tell my friends”“I liked the drink measuring cup, I will use it with my family and friends
Druglink and Hertsreach (Turning Point)Alcohol Awareness Month Display in Hemel Hempstead Town Centre 30//6/2011
20 secondary age young people (mainly from the The John F Kennedy school) visited the display.
15 adults attended the display – some had younger children with them. The visitors to the stand were asked to take part in the unit measure activity. Young people took the 100% Hangover free resources. Drinks of choice from all age groups was not too varied with wine, cider and
lager being the most prominent. Local town centre police officers also helped with the display and encouraged
visitors to the stand.
Observation from Druglink representativeThe general surprise from the majority of the public (including young people) was that they found that they were drinking more than they first realised.
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East Herts East Herts Community Safety Unit
An article around alcohol awareness was in the East Herts Link – summer 2011 edition.
This booklet was distributed to every household within East Herts.
Turning Point – Hertford Open day in June was held in support of Alcohol Awareness Month and
Recovery Month. 30 people attended, most of them service users There were 3 different speakers. There was a barbeque and resources such as alcohol information and the
unit cups were available.
Future Hope – Hertford Ran some alcohol education sessions on their bus in Hertford. They put
drinks in strength order and discussed units. The wristbands, lip balm, badges and pens were given out as prizes to those who got involved.
Other activities included measuring cups and how much they would pour for themselves at a party – young people very surprised by the units.
Resources were really good and with a good message. The appealed to all the young people as an initiative to get involved.
HertsmereHertfordshire Constabulary in partnership with the district council
Six events took place. Two each in Potters Bar, Bushey and Borehamwood. In all areas 1 stand was in the public domain (retail park, supermarket) and the other was in the local council run sports centres.
Stands included all the resources, beer goggle activities, unit measuring activity and the comparison of a doughnut in calories to a pint of beer.
Breath test kit was also used if people were happy to engage.
Community Event Day Police trailer was used to promote the alcohol messages. Posters were displayed with the bbq and fitness message. Beer goggles were used when people tried to throw a small ball into a bucket
to show the impact alcohol can have on your judgement skills. Top resources the public picked up were the Units fridge magnet and the
calorie/unit wheels.
North Herts Hope UK – 2 eventsEvent 1 – Hitchin Girls School
Delivered 2 alcohol/units and binge drinking sessions at Hitchin Girls School which are modules in the PSHE curriculum.
Around 50 students took part (year 9) A few students were aware that it was alcohol awareness month. Students received the lip balms, badges, and wrist bands
Event 2 – Hope UK Youth Project Used the resources informally at youth group in June during a non alcoholic
cocktail making evening. 12 young people from year 10 were at the youth group.
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Other Events Information handed out at Letchworth Turning Point’s open day and a
barbecue took place highlighting the ‘Top summer safety tips’
North Herts District Council – Community Safety Partnership North Herts Leisure Centre had an exhibition stand outside their gym from 1st
– 30th June providing useful information and advice on health risks associated with excessive drinking
North Herts District Council - had an exhibition stand in the canteen area at the Council Offices. Human resources also circulated key messages on a weekly basis relating to the health risks etc via the intranet and they had 673 'hits' over the 4 week period
North Herts District Council – delivered a 'Make Sense' sticker campaign to off licences in the district to help address the issue of proxy purchases. The 'Make Sense' sticker campaign was used to target adults who might be tempted to buy alcohol for youth under 18 who can’t buy it legally themselves. All off licences were provided with information on under age drinking and proprietors were encouraged to place florescent orange-and-black stickers on refrigerator doors to provide a strong reminder that buying and selling alcohol to under 18s. is illegal, unhealthy & unacceptable.
North Herts District Council – A town youth group had an exhibition stand at one of the town committee meetings.
North Herts District Council in conjunction with Herts County Council Fire and Rescue Service and all 4 Pubwatches in North Herts supported a 'Beer Mat' campaign. Funded by the CSP and Herts Fire and Rescue Service beer mats were produced and circulated to all pubs in North Herts which promoted responsible drinking and warned against the effects that drink driving can have regarding road traffic collisions.
St AlbansOaklands College
Awareness stands at St Albans campus. Lip balms and badges distributed. Due to capacity and time constraints unable to do a full campaign this year.
Enrichment officer confirmed the campaign has been entered in next years FE College calendar to plan to hold more events.
St Albans Community Safety Unit St Albans held a market stall on 1st June in partnership with Turning Point
and Police from 9.30 to 2.30. Approximately 150 people were seen during that time. Alcohol unit calculators, Know your Limits lip balm and pencils which we had
commissioned ourselves, Hangover Free wristbands and lip balm and leaflets etc were given out to people.
People were asked to keep a drinks diary for the week and they were advised to visit the mydrinkaware.co.uk website.
The police and fire officers spoke of the dangers of drink driving and having a nominated driver for the night
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Herts Community NHS TrustSchool Health Assistant Practitioner – Harpenden
Found the stakeholders pack very helpful and worked from the young peoples section to deliver 3 lunchtime sessions at a senior school in Harpenden.
Stand was set up just beside the lunch queue which was in a good position to engage a lot of young people.
A short alcohol quiz was made available if completed by young people they were rewarded by choosing a lip balm, wristband, badge or pen – this was very popular and word spread.
Other resources used were the She spent ages banners, know your limit cards, doughnuts and a pretend lager to show the calorie content.
Older students were keen to know about calories in drinks and this also lead to interesting discussions about drinking habits and staying safe.
A separate session took place with year 12 group of mixed genders. A quiz was completed, and role play was used with the beer goggles. The drinkaware cups and information from their website was found to be very helpful to the group – this also lead to discussions about sexual health and safety whilst drinking.
Some staff members also took part in the unit measuring activity and were surprised by the measures they poured.
The feedback from school was very positive. Campaign excellent – it was time consuming and hard work but was worth it
as it enabled the Practitioner to speak to a large range of students in a short space of time.
It was suggested the campaign to be in a different month as it was during exam time so difficult to access year 11, 12 and 13.
The Practitioner reported the ordering of resources was very easy from both Drinkaware and Health Promotion in Herts.
Practitioner quoted:“I used the drink aware measure cups with the older students and they were quite shocked to see what large measures they sometimes pour!”
Herts Health Promotions A stand was put up in Harpenden Memorial Hospital, containing promotional
material.
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StevenageStevenage Homes – Alcohol Awareness Stand
Information stand in partnership with Herts Constabulary, Licensing Officer, and the Fire Service took place at North Herts Campus in Stevenage.
Approx 60 people were spoken to.
A total of 47 completed evaluations.
An article on alcohol awareness was also put on the college facebook site.
Crucial card, unit/calorie calculator wheel and drinks diary were resources that the young people liked.
An article on Alcohol Awareness month was included in the Housing for You publication by Stevenage Homes.
Overall the young people’s awareness was good, however they were surprised how many calories were in alcohol. The comparisons worked well.
Example of using a survey to engage young people.Using stickers people were asked to vote true or false to get an idea of majority thoughts.
Adverts celebrities and the media glamorise alcohol – majority voted TRUE Drinking makes you more attractive to the opposite sex – majority voted FALSE Its OK to drive if you’ve only had a couple of drinks – majority voted FALSE If I don’t drink my friends will think I’m a loser – majority voted FALSE
County Community Safety Unit and Vulnerable Young Peoples ServiceAlcohol Awareness Information Stand at Herts County Council, Farnham House
Approx 106 people were spoken with. Stall was set up start at 11.30am to engage with people who have early lunch
and coffee. In addition Odyssey gym staff worked in partnership to promote fitness and
health implications of alcohol. Additional banners from Herts Health Promotion on She Spent and Britains
Drinks gave the stand more noticeable publicity. Most popular resources were drinks cups, z cards, lip balms, badges and
wrist bands. Staff keen to spread their new alcohol awareness with family and friends and
where appropriate with their clients. Requests were made for where people could access more resources.
Three requests were made for the full Herts Related Behaviour Survey – names were taken and reports sent via email.
The testing of the alcohol units was very successful and gave chance for interaction and discussion around alcohol. Majority of staff were not sure on how much alcohol units were in the drink.
A total of 3 staff ran the stand however during the height of interaction another colleague joined in to help with large crowd.
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We had approx 30 people say that they did not drink and reported it was a good feeling to wear a badge, wristband to be proud of the fact. Positive reaction.
Casestudy A lady had approached the Vulnerable Young People team the week earlier after noticing their Alcohol display board. She was concerned about her 16 year old daughter and her alcohol consumption. After discussion the lady was given a badge, wrist band and lip balm for her daughter. At the event the lady approached the stand and reported her daughter loved the resources and wore them to her party where she drank less and a lot of her friends wanted to know where she got her badge etc as they didn’t drink and wanted to wear them. Stock was given to the lady to distribute to her daughters friends.
Odyssey Gym - Knebworth Supported the campaign by displaying material in lobby and reception areas
and around the gym Offered free passes for countywide competition Attended event as above and took more promotional material away to hand to
gym football class Offered support for any future campaigns – locally and countywide.
Other events Stands at Lister hospital set up by Turning Point
Herts Aid – Stevenage Branch Resources were used at awareness sessions at the Youth Offending Team at
Dane Cottage on a monthly basis alongside sexual health issues. Resources also used with young people at the Upfront Football Project on a
Friday night. Resources will be used at all future awareness sessions and information
stands too.
Three Rivers
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No reports received.
Watford
The “awareness event” was brought to Watford General Hospital in the Spice of Life Restaurant, week commencing 6 June 2011. A display board with a wide selection of information and ‘freebies’ was available throughout the week with Jane and Andrea available to talk to patients, visitors and colleagues between 12-2pm Monday through to Friday.
The event was also supported by Gemma Long, A&E Project Worker – Turning Point, and Tony Bolt, Outreach Worker – Druglink.
The overall feeling was this event was very much an excellent example of shared and collaborative working between organisations.
The materials provided were extremely well received – the most popular being the leaflet on how adults/parents should speak to teenagers about alcohol.
Other items which were extremely popular included: lip salve, pens, the alcohol unit/calorie wheels, badges and the Z cards.
Resources were easily available through Drinkaware and Hertfordshire Health Promotions – thank you.
Jane said “Being present at the stall during the peak lunch break paid off in that we had a number of people come to talk to us. One of the main issues was teenage drinking. However, clinicians also used the opportunity to discuss cases / common situations. From my perspective I was able to meet WHHT staff that I had not previously made contact with before which has resulted in my role expanding into new areas.”
Gemma added “From my perspective Alcohol Awareness Month was a fantastic networking opportunity. It really helped me to engage with other services which could benefit my clients. I think the most rewarding aspect was definitely speaking to patients and relatives in the canteen. They offered the other perspective to drink – the worried mothers/sisters who needed to speak to someone in regards to their loved ones’ actions (the Mum whose daughter had been brought in to A&E intoxicated springs very much to mind).
Finally Andrea said “Sometimes it is not what is said during a promotional event which has the most lasting effect but actions taken subsequently which I very much hope will prove to be the case with this event.”
Fitness 4 Less – Gym, Watford Town centre Supported the campaign by displaying material in lobby and reception areas
and around the gym. Offered free passes for countywide competition.
Other activities in Watford Town Centre The Media Van in Watford was used to great success in town centre showing
slides featuring key messages Fire and Rescue service and Turning Point spent evenings discussing alcohol
awareness with clubbers Vehicle windscreen stickers were also handed out during the month of June.
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Welwyn/Hatfield
Herts Constabulary –School sessions
Individual lessons with classes and a couple of lunch time sessions at Sir Frederic Osborn School, Stanborough, Bishops and Onslow School.
Approx 700 students spoken to. Gave a presentation on alcohol, gave advice on units, calories and got young
people to pour what they thought would be a single unit and wear the beer goggles.
Young people liked the wristbands. Teachers were present in all presentation and were also given the
alcohol/calorie wheel and the unit measurement glass.
Hatfield Fun Day Community Safety Partnership stand. The units measuring activity and the
comparison of the doughnut and glass of wine was well received by the public. Beer goggles were also used to show how alcohol can affect your judgement.
County Community Safety Unit/Vulnerable Young People Service - Alcohol information stand held at Hatfield Police Station Headquarters in their restaurant.
Approx 25 staff spoken to. Positive feedback from majority who engaged in conversation. Popular resources were the drink measuring cups. All staff from the catering service were encouraged by their manager to come
and have discussions – all did. They found the information very useful and took resources to share with their immediate family.
Less staff engaged with the drinking units demonstration.Observation and Lessons learnt
Police staff were very reluctant to come to the stand. Approaching tables and discussing Alcohol Awareness month resulted in
people engaging with the stand. Suggest putting flyers on tables for people to read and encourage them to
come up to the stand. Resources left with the manager to display in the Police gym.
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Oaklands College Awareness stands at Welwyn campus. Lip balms and badges distributed. Due to capacity and time constraints unable to do a full campaign this year.
Enrichment officer confirmed the campaign has been entered in next years FE College calendar to plan to hold more events.
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Evaluation Forms
3 Events run by County Community Safety Unit and Vulnerable Young People Service
Only 11 evaluation forms completed. 60% had heard about Alcohol Awareness Month before the information stand
took place. 100% agreed that having seen the unit activity they knew more about the
number of units in their favourite drinks. 80% felt they know more about how alcohol could affect their fitness/health. 40% would fill in a drinks diary. 50% of people correctly answered the competition question on how many
glazed ring doughnuts would equate to 5 pints of lager on both Friday and Saturday night. Successful competition winner was notified of their prize of one month membership to a gym.
Learning Points
It was difficult to get people to complete the evaluation form due to capacity and time. People preferred to discuss their alcohol units, fitness and health.
Form questions should have been around unit cups and not drinks diary as this is what people were interested in.
Advertise more about the competition to create interest in entering. Competition should have focussed more on the unit activity. Reward people for completing evaluation with a unit cup.
Watford Evaluation Forms
17 evaluation forms completed 82% agreed that having seen the unit activity they knew more about the
number of units in their favourite drinks. 82% felt they know more about how alcohol could affect their fitness/health. 41% would fill in a drinks diary 64% of people correctly answered the competition question on how many
glazed ring doughnuts would equate to 5 pints of lager on both Friday and Saturday night.
Recommendations for future campaigns
1. Too many messages lose the focus of the campaign. Use fewer messages in the future.
2. Use a focus group of practitioners/young people/adults to test the messages of the campaign.
3. More encouragement from top management in all partner organisations for staff to get involved in is needed.
4. Interaction through activities encourages people to engage with the stands/messages.
5. Press releases were key to the success of the campaign as the regular updates in the press helped enforce the messages.
6. Earlier involvement of Herts Health Promotion is needed so that the logistics can be better catered for.
7. A different method of evaluation needs to be explored.8. Integrated social media to be used in future alcohol campaigns.
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9. Ensure Stakeholders register for packs again in the future as this helps monitor the amount of stock ordered and makes it easier to follow up on events that have taken place.
Conclusion
Alcohol Awareness month proved to be a positive experience for all. By creating consistent countywide messages, we, as a County, were able to deliver key points and create a media interest in the subjects. The key messages appealed to a wide audience and the number of events that took place showed that there was a keen interest to promote alcohol awareness.
We would like to take this opportunity to thank everyone for taking part in Alcohol Awareness month and for making it such a success.
Appendix A
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Promotional Posters
July 2011 19
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Appendix B
Hemel Hempstead Gazette
July 2011 21
Welwyn and Hatfield Times
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