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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