drinkaware.ie considerably ahead of HSE in promoting ‘drinking in moderation’ – poll
A nationally representative sample of adults aged over 18 was found to have a very positive response to drinkaware.ie’s ‘Pacing’ campaign and a very strong endorsement for the work of drinkaware.ie in general.
Print13 February 2013
Public response to the Pacing campaign, focusing on how we drink in Ireland, has been exceptionally positive according to research undertaken by Millward Browne Lansdowne (MBL) in January 2013.
The MBL research found strong public endorsement for the work of drinkaware.ie which is perceived as the leading organisation promoting ‘drinking in moderation’ and is significantly ahead of the HSE and drugs.ie.
More than nine out of 10 of those aware of drinkaware.ie said the brand should be used more widely. Eight in 10 (81%) said ‘it is effective without pointing the finger’.
85% of all adults aged 18+ were aware of drinkaware.ie; the awareness level increased to 91% amongst 18 to 29 year-olds, drinkaware.ie’s key target audience.
The Pacing campaign launched in April last year is communicated through a variety of media including TV, video on demand, cinema and radio advertising, along with extensive use of outdoor advertising and innovative use of social media. It communicates the why and the how and that we can adopt a better pace of drinking here.
The campaign messages cut through very clearly:
o Almost eight in 10 (76%) of 18+ year-olds who drink alcohol said they’ve become more aware of the benefits of pacing their drinking
o Seven in 10 (67%) said they think about the pace of their drinking more often than they used to
o Six in 10 (64%) said they think about how much they drink more than they used to.
“These are very strong results from a campaign that was so recently launched and that challenges such an ingrained aspect of our Irish drinking culture – the rounds system and the peer pressure associated with it to drink more and drink quickly,” commented drinkaware.ie Chief Executive Fionnuala Sheehan, pointing out that the average adult per capita consumption of alcohol has reduced by a fifth in Ireland in the last 10 years.
However, relative to our European counterparts we drink less often but when we do, we drink more – and more quickly.
Pacing empowers consumers to take control of the pace of their drinking; it communicates the benefits of a moderate pattern of consumption; it provides information on the quantity of alcohol in popular products and official drinking guidelines as well as suggesting strategies to help adopt a more moderate approach to drinking.
Fionnuala Sheehan added, “I’m particularly encouraged by the strong levels of responsibility for one’s personal drinking coming through in the research findings. They clearly indicate a re-evaluation of personal drinking patterns and styles by many individual consumers”.
“The Pacing message is a new and very important message to consumers. It is clearly understood and is being received very positively,’ she concluded, “We will continue to drive it with the support of our many partners in the business, community and health areas as this research shows it has the potential to contribute significantly to a rethinking of our drinking culture and the adoption of a more moderate pattern of drinking.”
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