Cultivating Trust in Social Marketing

Looking backwards and moving forwardPresented by

Professor Sharyn Rundle-Thiele&Mr. Timo Dietrich

1Kids grow up in a culture of drinking4.5 million Australians drank to get drunk and 3.5 million felt guilty after drinking (FARE, 2014)

Early alcohol misuse is a major contributor to alcohol-related harm (Unicef, 2011) Teenagers start drinking alcohol at 15.6 years (AIHW, 2014) 1 in 4 12-17 year-olds reported drinking alcohol in the last week1 in 4 adolescent deaths are alcohol related (Toumbourou et al., 2009)Game On: Know Alcohol! Full trial (2013-2015) Randomised controlled trial involving 24 schools Over 3000 Year 10 students (14-16 years) Funded by:

Research partners:

Online Games

Alcohol TriviaPlaying Dumb DriverPerfect PourDont Turn A Night Out Into a NightmarePractical Activities

Stork balance testLaying in the gutterPouring standard drinksBeer goggle walkDid the students like it?

Considerable press coverage

Was the program effective?

#Abstainers (58%)

#Bingers (17%)

#Moderate Drinkers (25%)

Six Co-design workshops with 58 students

13And welcome to:

New games and more student-driven learning

Webpage under development

Parents programLiterature review in progress Further formative research to be undertaken with key stakeholders (parents & teachers)

20152015Recruitment Term 1, 2016Term 2-4, 2016Thank you

Chart14.44.183.233.964.593.733.843.483.13.653.41

C1 ScepticsSatisfaction 1

Sheet1C1 ScepticsC2 Risky BoysC3 Good GirlsDumb Driver4.43.323.5Perfect Pour4.183.143.44Alcohol Trivia3.232.873.02Don't turn your night into a nightmare3.963.554.31Beer goggles4.594.144.47Stork balance test3.733.43.65Standard drink pouring activity3.843.193.76Alcohol strategy activity3.483.043.34Writing/drawing activity3.1Laying in the gutter3.65Pledge3.41