The research was to aid the establishment of the country’s first ever regional alcohol office which was established to help tackle issues that are generally associated with the region’s drinking culture.
Nine focus groups were commissioned in key locations across the North East including a High School in County Durham. It was central to engage respondents from a diverse social background and age was also an important element in the research. The research engaged young people, middle class wine drinkers and the older population.
Analysis and reporting of the data showed that there was a significant resistance to existing alcohol awareness campaigns, particularly the use of units when discussing alcohol consumption levels. The findings generated evidence for the North East Alcohol Office to base brandings, communications, media and public relations work.