Tunbridge Wells - Alcohol harm reduction
Tunbridge Wells Borough Council and PCT wanted to reduce levels of underage drinking among young people in the town, and in particular the extent to which young teenagers drink alcohol without parental knowledge or supervision. They commissioned us to conduct a social marketing research programme to understand the drivers for this behaviour among both young people and their parents, and to make recommendations to reduce the problem.
We found that a key driver for underage drinking in the town was a belief by both young people and their parents that underage drinking was ‘normal’ and that the associated health risks have been exaggerated. Based on this insight, we recommended a programme of multi-generational workshops in schools to increase year seven girls’ and their parents’ knowledge of the risks associated with underage drinking, and increase parents’ confidence to control their children’s access to alcohol.