Project
Stockton on Tees Think B4U Drink Campaign
Description:
In October 2005, the Safer Stockton Partnership launched its safe drinking campaign: 'Think B4U Drink'. The campaign has been praised by licensees, the taxi trade (both private and Hackney), Cameron's Brewery and the public for its non authoritative and innovative ways of delivering safe drinking messages.
The campaign uses a mixture of hard-hitting posters illustrating the dangers of getting home safely alongside the infamous ‘We Know You’ve Had Too Much When You Think The Bouncers Look Fit’ posters and t-shirts. Initially, the campaign also used posters, leaflets and bar runners providing unit consumption advice, anti-spiking bottle guards and ‘credit cards’ providing phone numbers for licensed taxis.
For the launch, a supporting DVD presentation was produced, using images from CCTV footage of violence in Stockton Town Centre to highlight the dangers of alcohol-related harm. The DVD was dedicated to Mark Burns, who died after attempting to stop a fight outside a Stockton Pub and the campaign has the full support of Mark’s family. Pub goers in Yarm Town Centre viewed the DVD, which was projected onto the side of a 48-sheet truck at the public launch of the campaign. The campaign team were also present to hand out branded bottle guards and talk about safe drinking limits.
Since its launch the campaign has expanded into other areas, including:
- A series of cinema and radio advertisements broadcast over the festive period to help listeners work out the time required for units to leave the body.
- Partnership work with Durham University to develop a collectable series of student-focused pub games themed beermats and branded materials including sports water bottles and mobile phone charms.
- A ‘love letters’ poster campaign placed in A&E, GP Surgeries and public toilets. The posters are targeted at abusive partners, highlighting the role that drunkenness plays in domestic violence.
- Special posters aimed at underage drinkers that complement a ‘Z-card’ style leaflet giving advice and information on alcohol, the law, first aid and sexual health to young people.
- A campaign for summer 2008 focusing on the related fire, food safety and alcohol risks associated with barbequing and outdoor events.
- A series of promotional beermats tied into major sporting events such as World Cup 2006 and the forthcoming Beijing Olympics 2008.
To support the campaign, Tesco, Asda, Sainbury's and Bells Stores across the whole of Stockton displayed unique 'units' floor graphics in their alcoholic beverage isles over the festive period in 2007. The retail managers of these stores are keen to run this element in their other stores across the North East, demonstrating its wider appeal.
'Think B4U Drink' was awarded the National Responsible Drink Retailers' Award in the Local Authority (Borough) category in November 2005, and the National Morning Advertiser Best Pub Award for the Tyne Tees region in the Pubwatch category in Febuary 2006. It was also highly commended in the Association of Town Centre Managers Awards 2006 and was a finalist in the National Association of Public Service Excellence Awards in September 2006.
The Safer Stockton Partnership are keen to hear from other localities that may be interested in adapting the 'Think B4 U Drink' materials for their own areas. Interested parties can contact Sarah Graham at Sarah.Graham@stockton.gov.uk.
Project status: Ongoing
Project type: Education
Project code: ASHV
