This is not a one-size-fits-all approach. The success of a campaign depends on effective collaboration and commitment from key stakeholders early on and throughout. Relying solely on campaign materials like posters, for example, is not enough, nor is it a good use of budget. Each region has different challenges and opportunities. It's important to involve creative minds and innovative thinking to maximise shared resources and distribution channels.  Understand the campaign aims and check out the successful North Lanarkshire case study for more insight.

Key Steps

Step One: Establish a steering group

This might include local police, council colleagues, Licensing Standards Officers, youth and community groups, retailers / off-trade and representation from health. You may decide to employ a media buyer and PR company to maximise exposure or use a partner’s in-house communications team to drive public awareness.

Step Two: Brief stakeholders

Inform your colleagues, teams and agencies, add to meeting agendas and internal distribution channels. Ensure retailers and the community are fully briefed early on. Clearly communicate the campaign aims, what is expected of your colleagues and how this campaign will support them in tackling proxy purchase. Consider visiting retailers in person to share a briefing document and to distribute campaign packs as this has proven successful in other areas.

Step Three: Engage target audiences

Be present at community events and arrange short talks with local schools. Identify high footfall locations to drive awareness of the campaign.

Step Four: Evaluate and respond

Know your targets: understand which area needs this campaign the most. Source baseline data to build a picture of the issue pre-campaign to compare with post-campaign.

Consider when young people might increasingly ask adults to buy alcohol such as longer evenings during the summer holidays, or Halloween.

Discuss ideas with the steering group to tackle any emerging issues.

Step Five: Keep it live

Use media and social media proactively to educate the wider public about the issue, how the partnership is tackling it and the results. There are no dedicated social media channels however please use the hashtag #youreaskingforit

When the campaign ends, ask if retailers will continue to display campaign materials.

Share your news and findings with others on this website. Contact Douglas Meikle by email with press releases and images to be included in the News section.

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Case Studies

North Lanarkshire Council

‘You’re Asking for It’ has made a big impact in tackling underage drinking in North Lanarkshire.

Read more...
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