Context

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Context

• Lincoln city ranked worst in East Midlands
• Highest ranking for binge drinking
• Third highest for alcohol-related crime

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Media coverage
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Media coverage
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Media coverage
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Media coverage
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Aims

• Highlight the harm caused by alcohol
• Stress the vulnerability of binge drinkers
• Emphasise criminal and health consequences

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Target Audience

• 15 18 year olds
• 18 24 year olds
• 24 35 year olds

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Inspiration from Finland
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Creative Approach

• Hard-hitting through metaphor
• Strong images
• Typography

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Campaign Delivery

• Cross-county approach
• Using a variety of media/images
• Unit card
• Competition
• Website

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Partners

• University
• Youth Offending Service/probation
• NHS/PCT
• Drug and Alcohol Action Team
• Local colleges and sixth forms

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Launch

• How did we do it?
• When did we do it?
• Who was there?
• What was different?

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Evaluation

• Text competition
• Website
• Questionnaire
• Alcohol-related crime data
• Media portrayal

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