Health Promotion International, Vol 12, 197-207, Copyright © 1997 by Oxford University Press
A Wyllie
Reducing intoxication on licensed premises is an important aim of the New
Zealand host responsibility programme. A comprehensive programme of
evaluation research is detailed, outlining te evaluation, development and
ongoing monitoring of a campaign towards reduction of intoxication, based
around television advertising. As part of stakeholder interviews, managers
of licensed premises identified that they found reducing intoxication a
difficult issue to deal with and they were hindered by the lack of drinker
awareness of the legal responsibilities of bar staff. This lack of drinker
awareness was confirmed by a subsequent survey. A campaign consisting of
television advertising, posters and cards listing signs of intoxication was
developed and pretested to ensure it had sufficient appeal and communicated
the correct messages. Responses to the campaign was assessed via surveys
with the 18-55-year-old target age group and managers of licensed premises.
Public awareness that barstaff could not serve intoxicated patrons
increased markedly and managers were positive about the campaign. The role
of this campaign in relation to other strategies to reduce intoxication is
discussed.Key words: evaluation; intoxication;
licensed premises; mass-media campaign
ARTICLES
Evaluation of a New Zealand campaign towards reduction of intoxication on licensed premises
Alcohol and Public Health Research Unit, University of Auckland, Private Bag 92019, Auckland, New Zealand
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