What's your perspective? An innovative low-cost activation to reduce alcohol consumption
PHE ePoster Library. Vasan S. Apr 9, 2019; 257495; 15377
Prof. Seshadri Vasan
Prof. Seshadri Vasan
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Abstract
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Abstract Problem: A study commissioned in the South West of England into drinking behaviours and attitudes revealed that 1 in 3 adults remained unaware of the health risks posed by even so called 'moderate' alcohol consumption. Our challenge was clear: How could we get these casual drinkers to change their perspective?Solution: Public Health Action, the specialist behaviour change team of NHS South, Central and West CSU, designed and delivered an innovative alcohol-based activation that was piloted in Torquay, Paignton and Brixham in August 2018. Over 440 people were directly engaged with a positive message around changing their perspective on alcohol. The activation centred around a huge floor vinyl of a glass of wine - a distinctive visual metaphor that challenges the 'it's only one glass' mentality, by encouraging the public to look at things differently, and highlighting that a small amount soon adds up. We used the idea of 'perspective' to engage people, giving them some small, simple ways to reduce the amount they drink. Anamorphic printing of a 9m long x 2m wide floor vinyl allowed us to play with the perspective of this glass so that on first viewing, a person saw what looked like a single glass of wine. On second viewing however the 'true size' of the glass became apparent, highlighting that just one glass of wine a night, adds up to over 90 bottles a year. Having stopped people in their tracks, we delivered a series of simple and positive messages to help change their perspective on alcohol..
Results:
: Over 70% of those engaged said the activation had made them think differently about alcohol and that they would consider changing their drinking habits. The activation was the lead feature on the ITV South West news with extensive local media coverage.
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