Tuesday, 29 November 2011

Meeting 12

Start : 1400

Monday 28th November

1) Roll-call

Richard - Present
Andrew - Present
Sean - Present


2) Our topic of discussion of the day was teenagers and how to address teenage issues with drink, and how best to influence their opinions on drinking through various media.


Target audience 15 - 18yrs


Means of targeting: 



  • internet via media players such as YouTube, 4OD, ITV player
  • Cinema Advertisements
  • DVD Advertisements
3) From here we discussed what would work best on influencing a teenager and how we would convey our message.

We came up with various ideas such as: 

  • Using role models, that were in a particular field of interest for the teenager that could promote healthier drinking messages.
  • Creating advertisements that were humorous but had a serious message at the end
  • And to lead away from bad role models I.e "The only way is Essex"
Role models that we thought of would be famous sports stars at the pinnacle of their careers and who are good people.
  • Shane Williams, Brian O'Driscoll, Roger Federer
  • David Attenborough, Stephen Fry, Richard Wilson
Our other proposed idea consisted of a humours 10-15 sec short (as that would be realistically how long the teenager would want to watch for) where in which we would have a character inspired by black and white slapstick comedians like Laurel & Hardy and Charlie Chaplin.


In these shorts we would have a tagline like " When Dave drinks he is immune to traffic, When Dave drinks he can defy gravity, breathe under water etcetera..." and the character depicting the act then at the end we would show the real outcome and see him drowned or critically injured with, and then finish with " what Dave didn't know he ISN'T! " The ads would be 90% humorous and 10% serious at the end with a stern warning.


Finish @ 1520









Sunday, 27 November 2011

Meeting 11

Start : 1000

Friday 25th November

1) Roll-call

Richard - Present
Andrew - Present
Sean - present


2) We discussed the how to target the parent part of out campaign.


We identified that one problem is that parents do not want to be lectured therefore our task is to try to make parents pro-active in seeking out information. Our idea is to create a TV ad which will aim to encourage parents to read our pamphlets / website/ parent group presentations on children and alcohol.


For the website we would consider an advice package which could be ordered.


The TV adverts would aim to worry parents about teenagers and alcohol. The slogan would be Is your daughter/son safe tonight?


For girls we considered an advert depicting:

  • Drowning
  • Rape
  • Passing out/ dying
For guys we considered and advert depicting:
  • Drowning
  • Passing out/ dying
  • Drink driving
  • Getting run over
  • Fighting
The pamphlet/ website would be divided into parents with children falling into 3 age groups
  • Under 11 y.o.
  • 11-14 y.o.
  • 15-18 y.o.
Under 11's
  • Frank discussion
  • Not just say no when asked if they can try alcohol but explain why
  • Show good drinking ethics / Habits
  • Don't always drink
  • Don't get drunk
11-14
  • Okay to have a drink with meals if they ask (watered wine etc.)
15-18
  • Be approachable 
  • Call you if they need help
  • Know where your child is but don't be spying on them
  • Curfew & pick the up from parties (find out form the parents whose house the parties is being help in)
  • Make sure you know where their going
Meeting ended 11:20


Richards Research



History of Alcohol Prohibition
In 1920, the national policy of Prohibition began. The 18th Amendment to the Constitution had been officially ratified:
It sought, by law, to make the whole Nation into enforced teetotallers and to put an end to all evils associated with drinking. It sought to eradicate a taste deeply rooted in the habits and customs of a large part of the population through outlawing the business that ministered to its satisfaction (Hu, 1950: 48).
1650-1750: THE FIRST HUNDRED YEARS
In fact, it started earlier. "Ministers shall not give themselves to excess in drinking, or riot, or spending their time idellye day or night," ruled the Virginia Colonial Assembly in 1629 (Cherrington, 1920:16).
Massachusetts ordered that no person shall remain in any tavern "longer than necessary occasions" in 1637, while Plymouth Colony in 1633 prohibited the sale of spirits "more than 2 pence worth to anyone but strangers just arrived" (Cherrington, 1920: 18).
This sampling of the earliest colonial laws is representative of the attempt, continued since those times, to control excessive consumption. Excessive drinking, it was considered, produced behaviour unseemly in some, such as ministers, and dangerous in others, such as Indians.
But drinking per se was not frowned upon. Indeed, when the Puritans set sail to Massachusetts, they had taken care to carry with them 42 tons of beer (in contrast with 14 tons of water) and 10,000 gallons of wine (Lee, 1963: 15).
The regulation of liquor consumption was a matter of considerable concern in certain colonies. Thus, for a time, Massachusetts went so far as to prohibit the drinking of healths in 1638 (Lee, 1963: 19). The law was soon abandoned for reasons obvious, albeit unrecorded. It rapidly became clear, however, that liquor laws could do more and perhaps better, than control consumption: they could provide a source of revenue. By the turn of the 18th century, the regulatory impulse was concentrated on fines, excise taxes and license fees.
Fines were imposed for drunken behavior, unlawful sales to a drunken tippler or to Indians, and for selling without a license. Court records indicate that these laws were enforced with reasonable regularity (Krout 1967: 29-30). Licenses often carried their own fees, and excise taxes were levied upon distilled spirits as well as beer and fermented drink in many cases.
Until the 18th century, however, there was no attempt to prohibit the manufacture, importation, sale, or consumption of alcoholic beverages. Quite the contrary, at least one individual-in some cases a reluctant individual-was required in many towns to run the local inn or public house for visitors and travelers.
Although colonial statutes made it clear that tipplers and idlers were unwelcome, the diary of a colonial traveler, Sarah Kemble Knight, suggests that such laws were unsuccessful in containing the ribaldry which took place in many such houses. Madam Knight complained:

Methods
Using self-reported alcohol consumption data collected repeatedly over 50 years (1948-2003) among 8,600 Framingham Heart Study participants to determine patterns of alcohol use and disorders according to sex, age and birth cohorts.
Results
Among drinkers, there was a decrease across succeeding birth cohorts in average alcohol intake: among individuals between ages 30 and 59, age-adjusted mean intake was 30.6, 25.5, and 21.0 g/day for those born in 1900-19, 1920-39, and 1940-59, in men (p< 0.001), and 14.2, 12.3 and 10.4 g/day in women (p< 0.001), respectively. In all birth cohorts, proportion of abstinence increased and average consumption among drinkers decreased with age. Furthermore, proportion of moderate use was higher but heavy use was lower in the younger birth cohorts than in the older cohorts. The proportion of alcohol from beer decreased and that from wine increased with age for all cohorts. Among the two earlier birth cohorts, the cumulative incidence of an alcohol use disorder from age 40 to 79 was much higher in men (12.8%) than in women (3.8%); it tended to be slightly higher among subjects born after 1920 than among those born 1900-1919.
Conclusions
What was found was a decrease in average intake and more wine consumption over the more than 50 years of follow up. The cumulative incidence of alcohol use disorders, however, did not show a decrease

Alcohol consumption in the home
Year
All alcoholic drinks (total)
Beer
Cider and Perry
Wine
Spirits
Alcopops
1992
527
298
47
152
30
0
1993
536
297
44
164
32
0
1994
552
311
52
162
28
0
1995
627
338
77
180
32
0
1996
656
351
82
188
34
0
1997
653
365
58
196
32
2
1998
645
340
61
212
30
1
1999
640
329
60
213
35
4
2000
725
388
58
232
37
10


Monday, 21 November 2011

Meeting 10

Start : 1400

1) Roll-call

Richard - Present
Andrew - Present
Sean - present


2) We discussed how best to target parents by talking about methods in which to shock them so they would be more inclined to intervene, or have a say in they way their children view alcohol in later years.


We approached this by debating how we would do this, ideas we though of were:

  • Leaflets- Using leaflets and posters that conveyed a shocking image and message.
  • Parent teacher meetings- In which these topics can be discussed with support from teachers as well.
  • Website- Setting up a website with information regarding the subjects as well as online support for people who need to talk to someone personally.
We also discussed at what age we would implement a strategy where we suggest advice to parents for when and how they should introduce their child to alcohol.

are age range we be in three phases starting from:
  1. Under 11 years of age
  2. 11 - 14 years of age
  3. 15-18 years of age

And at each stage slowly introducing them to various exposures to alcohol and instil a good attitude 
towards alcohol.

And on a previous note regarding former posts we have printed off the surveys for the students union
to be completed by them at a later date

Finish: 1510hrs

Sunday, 20 November 2011

Meeting 9

14th November 2011
Meeting 9 minutes

Start : 1400

1) Roll-call

Richard - Present
Andrew - Present
Sean - present

2) Questionairs
Questionairs for the SU and students were finalised

3) Work for next week
Richard - Teenage worries that can be linked to alcohol
Andrew - Parental upbringing advice relating to alcohol
Sean - What causes excessive drinking and whether % of binge drinking varies between social groups. Email questionair to dave

End: 1515

Monday, 7 November 2011

Meeting 8

Start: 1400 - 1530

1) Roll-call
Richard - Present
Andrew - Present
Sean - Present

2) Points Discussed
2 questionnaires had to be constructed, 1 for the student union and 1 for the students them selves

  • questions for said questionnaires must not be misleading but rather simple and must gather the most efficient data as possible

  • It would most likely be appropriate to use visual aid (tables etc.)

  • Yes/No question would be the most efficient

  • The types of questions that would be used include
    Yes/No
    Multiple Choice
    Open-End

  • A Possible Draft of the Questionnaire for students had already been constructed (Questions will be modified to match the target audience)

    Questions will be used to find out what the students want from Fresher’s week and if alcohol is involved

    Both Questionnaires will be completed by next meeting (14th Nov)

Thursday, 3 November 2011

Meeting 7

Start : 1100 - 1200 continuing from 1520 - 1600


1) Roll-call


Richard - Present - left in 2nd part due to domestic problems
Andrew - Present
Sean - Present


2) We conflated our ideas together for our presentation on Monday 7th, where by we cogitated our mission statement and did research into the following:


Mission Statement:
"To change the Great British binge drinking culture and promote healthier drinking attitudes."

  • How will we accomplish this?
  1.  we will target 16-18 year olds
  2. How parents can instil good attitudes to alcohol
  3. What are the influences of 16-18yr olds, e.g, music, video, internet, television, role models etc


3) Questionnaire

 We also looked at how we could confront the problem of excessive drinking of students by questioning the student union and finding their opinions and ideas on the subject so we devised a questionnaire for them to answer.

the questionnaire as follows:


  1. What do starting students want out of freshers week?

    2. What is the goal of fresher’s week?

    3. Do you feel there is a demand from students for alcohol based activities?
                And if so why?

    4. Do you feel that organising events around alcohol helps the students socially?

    5. Do you think that there is a high proportion of alcohol misuse by students during fresher’s week?
                And if so why?

    6. Do you feel that there is more alcohol activities compared to non-alcoholic activities during the evenings?

    7. Do you think that freshers should have more or less activities involving alcohol?

    8. Do you receive positive and/or negative feedback regarding alcohol based events from students after freshers week?
                If so what are they?

    9. Do you receive positive and/or negative feedback regarding non-alcohol based events from students after freshers week
    If so what are they?



END @ 1600hrs

Friday, 28 October 2011

Meeting 5

27th October 2011
Meeting 5 minutes


Start : 1315

1) Roll-call


Richard - Present
Andrew - Present
Sean - Absent


2) The group members presented their individual ideas.


Richard:
 Do a TV advert  using the song 'Mr. Booze'. The aim would be to target 16-20 year old young adults informing them about the short and long term effects of binge drinking.


Andrew:
Target 16-18 year old teenagers. The idea of the campaign would be to promote an alternative drinking culture more like that found in the Mediterranean countries.


The campaign would be promoted using a variety of advertising methods (TV, posters, billboards). All the adverts would be depicting a scene but half the image would be showing a negative image of binge drinking and the other half would show responsible drinking. A disambiguous slogan such as 'Are you having a good time?'.


The consequences of binge drinking shown would be ones that could happen after just one session of binge drinking such as;

  • STI's
  • violence
  • Being taken sexual advantage of
  • Getting arrested
  • Vomiting
This would be contrasted with people enjoying alcohol in a Mediterranean manner.

TV adverts would be similar but split into 2 parts which  would be shown at the during the start and end of an advert break. The first advert would show binge drinking and the second would show the Mediterranean style drinking. 

3) A rough idea was decided an the campaign would;
  • Target 16-18 year olds (before they go to university)
  • aim to not discourage all drinking but rather to promote an alternative, healthier and more enjoyable attitude to alcohol
  • Conduct a survey on student drinking habits and their opinion on previous advert campaigns
  • This campaign would be a slow and multi generational processes aiming to change  our societies drinking culture.
4) For Monday it was decided to research different drinking cultures and the French paradox.

End: 1340