Alcohol Advisory Council of New Zealand : Social marketing to change binge drinking culture

Abstract

This case is about the various initiatives adopted by the Alcohol Advisory Council of New Zealand (ALAC), to initiate a behaviour 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 people to adopt a healthy lifestyle and curb their excessive drinking habits. Realising 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 behaviour 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. The case will help students to: (1) appreciate the initiatives taken by ALAC to bring about a change in the prevalent drinking culture of New Zealand; (2) understand the evolution of ALAC's marketing campaign to change the behaviour of New Zealanders to prevent binge drinking; (3) analyse 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; (4) analyse the 'brutally honest' campaign and its success in initiating a behaviour change in the drinking habits of New Zealanders; and (5) understand the issues and challenges faced in bringing about a change in binge drinking behaviour in New Zealand. This case is designed for MBA / MS students, and is intended to be part of the social marketing / marketing communication / consumer behaviour curriculum. The teaching note includes: (1) the abstract; (2) the teaching objectives and target audience; (3) teaching methodology; (4) assignment questions; (5) feedback of the case discussion; and (6) suggested readings and references. It does not contain an analysis of the case