Balance North East: Evaluating ‘Alcohol – Not The Answer’ Campaign
A campaign launched in response to stats which show that nearly 400,000 people in the North East have been drinking more since Covid – with the majority at levels likely to put their health at risk.
The campaign aimed to raise awareness of the link between alcohol and a weakened immune system and, ultimately, to encourage reduced consumption.
Using an online methodology, we measured recall and assessed impact on attitudes and behaviour. We profiled who engaged with the campaign and showed how well different media channels performed. We explored how different target audiences – including increasing / higher risk drinkers – responded to the campaign messages, exploring credibility and perceived personal relevance.
We delivered clear insights around the performance of the campaign, along with recommendations to inform the content and scope of future campaign activity.
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