The second phase of our alcohol awareness campaign has been launched. ‘Stop the Supply’ saw TPW working alongside Blackburn with Darwen Council, Inspire, and parents from the local community, in an effort to improve understanding and awareness of alcohol’s effects on young people. Where the first phase was directed at young people themselves (which can be viewed here), focusing on their self-image in relation to alcohol use, this second phase targets their parents and carers.
Just as our workshops with local children informed the development of ‘Totally Wasted’, the first part of the campaign, Stop the Supply’s research involved canvassing the attitudes and opinions of parents in the area regarding alcohol use among children. During these sessions, parents were shown various types of imagery and asked to rate them in terms of efficacy, and again, this real world feedback was used to shape the campaign.
Local Councillor & Executive of Health and Adult Social Care Mustafa Desai said “We wanted to put together a campaign that would be influenced by and aimed at parents of 13-16 year olds to let them see that, if they are enabling their children to drink alcohol too early in life, it can really impact on their future. This can be in ways they might not have even realised, such as alcohol’s impact on a developing brain.”
The finished print and digital campaign clearly communicates the potential social and physical harm that can come to children when using alcohol, and is targeted at parents as our research showed that it is often they who supply alcohol to their children.