SCOTTISH GOVERNMENT

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SCOTTISH GOVERNMENT ALCOHOL INDUSTRY
PARTNERSHIP THE STORY SO FAR

• Mark Baird
• Scotlands Futures Forum
• 7 Feb 2008

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Its like putting foxes into the chicken coop
and asking them to be nice Professor Gerard
Hastings, Director of the Institute for Social
Marketing at Stirling University
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Outline

• What
• Who
• Why
• How
• What

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Scottish Govt Alcohol Industry Partnership

• Launched on 22 Feb 2007 in recognition of our
  shared aim of tackling alcohol misuse
• Provides a basis for voluntary action by the
  industry to demonstrate its commitment to
  tackling alcohol misuse and promoting responsible
  drinking and retailing.
• A long term collaborative approach to fostering a
  culture which recognises that responsible
  moderate consumption can be part of a healthy
  lifestyle.
• The 14 initial initiatives are designed to
  harness the knowledge and expertise of
  representatives from across the alcohol industry.
• Emphasis on delivering tangible actions
  outcomes
• Not anti alcohol but anti alcohol misuse

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Membership

• Scottish Government
• Producers
• Diageo, Tennents, Scottish Newcastle, Scotch
  Whisky Association, National Association of
  Cidermakers, Wine and Spirits Trade Association,
  Gin Vodka Association
• Off Trade
• Scottish Retail Consortium, Scottish Grocers
  Federation,
• On Trade
• Scottish Licensed Trade Association, Scottish
  Beer Pub Association, British Institute of
  Innkeeping

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My Role

• Seconded from Diageo
• Funded by industry partners
• Working in Government
• Overall Programme management facilitation
• Maintaining individual workstream momentum
• Liaison between industry Government when
  relevant
• Seeking further opportunities to promote
  responsible drinking and reduce alcohol misuse

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Partnership Reach

• Over 250,000 direct employees
• Over 3,000 bars, restaurants, hotels
• Over 1,000 shops and supermarkets

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14 Original Initiatives

• Core sensible drinking messages
• Educational materials for parents
• Sponsorship guidelines
• Sharing consumer research
• Sharing media marketing expertise
• Low no alcohol pilots
• Responsible driver support

• National Alcohol Awareness Week
• Multi component geographical pilot
• Scottish Social Responsibility Standards
• Workplace alcohol policies
• Server training
• Event messaging
• Working with the media

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14 Original Initiatives

• Core sensible drinking messages
• Educational materials for parents
• Sponsorship guidelines
• Sharing consumer research
• Sharing media marketing expertise
• Low no alcohol pilots
• Responsible driver support

• National Alcohol Awareness Week
• Multi component geographical pilot
• Scottish Social Responsibility Standards
• Workplace alcohol policies
• Server training
• Event messaging
• Working with the media

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Scotlands Alcohol Awareness Week

• Brought together a unique partnership involving
  private public and voluntary sectors to get the
  Scottish adult drinking public to
• a) think about how much alcohol they consume by
  raising understanding of what a unit of alcohol
  is.
• b) understand their own drinking patterns and
  levels of consumption in the context of the
  sensible drinking message
• Via a simple message.

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Scotlands Alcohol Awareness Week
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Scotlands Alcohol Awareness Week

• I am proud to be able to showcase an
  initiative that I see as truly groundbreaking.
  The spectrum of activity being carried out across
  the week demonstrates just how much we can
  achieve when we set a common goal and work
  together in partnership.
• Shona Robison Minister for Public Health

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Scotlands Alcohol Awareness Week
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Scotlands Alcohol Awareness Week
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Scotlands Alcohol Awareness Week
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Scotlands Alcohol Awareness Week
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Scotlands Alcohol Awareness Week

• ACHIEVEMENTS
• Major high street retailers including Tesco,
  Marks Spencers, Asda, Spar and Sainsburys held
  in store promotions and events and distributed
  materials to hundreds of thousands of customers.
• 400,000 beermats and posters were distributed to
  over 3,000 pubs and hotels reaching over
  1.5million customers and over 15,000 staff
• Distribution of ¼ million Drinkaware unit
  calculators via shops, pubs, off licenses, GP
  surgeries, AFS roadshows, The Big Issue and
  police stations
• Responsible drinking promotions and unit
  awareness in every army mess in Scotland

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Scotlands Alcohol Awareness Week

• ACHIEVEMENTS
• Poster materials on buses in Edinburgh, Ayrshire,
  Arran, Forth Valley, the Borders and Glasgow
  subway stations
• Interactive stalls in shopping centres run by AFS
• 209 broadcast and print articles
• PR value of 560,000
• 16.4 million opportunities to see or hear the
  message
• 56 unprompted public recall
• Highest penetration and impact of any alcohol
  related public communication exercise to date

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Scotlands Alcohol Awareness Week
Influencing Scotlands drinking culture requires
action from many different people and agencies
and we look forward to building on the success of
this initiative Jack Law, Alcohol Focus Scotland
Through the SRC major retailers including
ASDA, Tesco Sainsburys and Marks Spencers
were very positive about working in partnership
with the Scottish Government, health
professionals and the voluntary sector to deliver
a common message to hundreds of thousands of
customersFiona Moriarty, Director of Scottish
Retail Consortium
Alcohol Awareness Week brought together for the
first time the alcohol industry and those
managing the problems. In that respect, it was a
resounding success Theresa Martinus, National
Alcohol Liaison Officer
The Alcohol Awareness Week was the first of what
I hope will be an important annual event Tom
Wood, Chair of SADAAT Scotland
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Multi Component Geographical Pilot
A multi component approach has a greater chance
of success than stand alone projects that target
specific groups, behaviours or environmental and
situational drinking contexts more or less in a
vacuum Joseph Rowntree Foundation 2007
The Partnership aims to work in conjunction with
local community stakeholders to design, develop
and implement a series of interventions, within a
pilot area to establish the cumulative effect of
a multi component and targeted approach to
tackling alcohol harm and misuse.
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Multi Component Geographical Pilot

• WHY FIFE
• Key agencies have co-terminous boundaries
• Mix of urban and rural areas
• Recent experience of hosting pilot activity (test
  purchasing
• Experience of working with industry
• Access to students via St Andrews University
  colleges

• POTENTIAL OBJECTIVES
• Reducing alcohol harm and the impacts of alcohol
  misuse
• Promoting responsible and safer drinking
• Increasing awareness of alcohol misuse issues
• Reducing underage drinking, related youth
  disorder and proxy purchase
• Reducing anti-social open air and street drinking
• Reducing alcohol related crime

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Multi Component Geographical Pilot

• POTENTIAL INTERVENTIONS
• ON OFF TRADE
• Greater availability of low alcohol and alcohol
  free products
• Remove alcohol from supermarket till points
• Challenge 21 as standard practice
• Best Bar None and Pubwatch
• Conflict training
• Soft drinks pricing in bars
• Bottle marking schemes
• Challenge proxy purchase

• POTENTIAL INTERVENTIONS
• GENERAL
• BII schools project
• Social Norms programme
• Cragrats Boozebusters theatre productions
• Diversionary activities
• Age targeted awareness programmes
• Best practice in student unions
• Workplace alcohol policy
• Workplace awareness workshops

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Scottish Social Responsibility Standards

• Sets out existing good practice and advice and
  complements UK document
• Purpose is to support and underpin the industrys
  commitment to social responsibility in Scotland
  within the context of the new licensing act
• Recommended to all who produce or sell alcohol

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Event Messaging
Promote responsible drinking retailing to as
wide an audience as possible at as many events as
possible
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Workplace Alcohol Policy

• Around 50 of Scottish companies have no formal
  alcohol policy
• Many of those that do only cover basics what
  happens if youre drunk at work
• Partnership policy covers
• Business entertaining
• Office parties
• Zero alcohol option
• Alcohol awareness information
• Supported by Centre for Healthy Working Lives,
  Alcohol Focus Scotland, Scottish Business in the
  Community, Trade Unions
• Available to every Scottish company via website

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Server Training

• New Scottish Licensing Act doesnt insist upon
  training for occasional licenses.
• Tens of thousands of untrained volunteers all
  over Scotland serving alcohol
• Servewise and BII Scotland exploring how to make
  course places available via SCVO
• Maximises relationships between licensed trade
  local community minimises risks
• National qualification delivered at local level
• Makes volunteers more marketable

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Responsible Driver Support

• Road Safety Scotland and the Scottish Licensed
  Trade working together to highlight the risks
  associated with drinking and driving.
• Access to over 3,000 pubs, hotels and restaurants
  throughout Scotland

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Responsible Driver Support

• Christmas New Year Campaign 2007

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ADDITIONAL ACTIVITIES
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Working with the SRU

• Assisted with the re-introduction of license
  after 20 years.

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Working with the SRU
Jason White, Scotland Captain
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Working with the SRU
Jason White, Scotland Captain
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Working with the SFL RSS
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Working with Local Councils
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Stirlings Hogmanay
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Edinburghs Hogmanay
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Aberdeens Hogmanay
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Working with Nightclubs
Worked with Road Safety Scotland and BEDA to
encourage 20 of Scotlands busiest nightclubs to
handstamp their customers with the
message Drink Drive Lose License DONT RISK IT
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Working with Licensees
Advising Licensees on the requirements of the new
Scottish Licensing Act
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Working with Angus Council DAAT

• BII Schools Project
• Event management
• Alcohol policies
• Workplace workshops

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Whats Next?

• Working with Shetland ADAT on a Drink Better
  Programme
• Alcohol Awareness in schools
• Workplace Alcohol Education programme
• Social Norms
• Strengthening families pilot
• Tackling alcohol related anti social behaviour
  through diversionary activities

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Success Factors

• One common purpose
• Government committed to tackling Scotlands
  alcohol misuse issues
• Scotlands alcohol industry determined to be part
  of the solution

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Success Factors

• One common purpose
• Government committed to tackling Scotlands
  alcohol misuse issues
• Scotlands alcohol industry determined to be part
  of the solution
• Tangible outcomes are being delivered
• Partnership activities complement and add value
  to Govt. priorities
• Industry resolute in their commitment to work in
  partnership to achieve cultural change
• Belief that more can be achieved by working
  together

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• The spectrum of activity being carried out
  across the week demonstrates just how much we can
  achieve when we set a common goal and work
  together in partnership.
• Shona Robison Minister for Public Health