Doing Something Good collaborated with Vic Health to facilitate a 1 Day Forum that explored ways to shape a better alcohol culture in Victoria. We bought together researchers, healthcare providers, changemakers, venue owners, youth workers, service design professionals, social entrepreneurs, policy makers, behaviour change specialists, and representatives from organisations working on youth and mental health issues. The Forum gave participants the opportunity to connect, learn, exchange useful information and provide a space for conversations that matter. The format incorporated innovative methodologies including World Café and Open Space with an opening keynote presentation and 10 Lightning Talks throughout the day. Find more on the Discovery & Insights Forum at http://doingsomethinggood.com.au/vichealth-innovation-challenge-alcohol-discovery-insights-forum/ Learn more about the VicHealth Innovation Challenge Alcohol at http://challenge.vichealth.vic.gov.au/challenges/alcohol/

1. Alcohol
Discovery
& Insights
Forum
Drinking Related Lifestyles
Study
Don’t Wag Your
Finger At Me!
Mike Reid, RMIT University
Tony Worsley, Deakin University
Francis Farrelly, RMIT University
Tim Fry, RMIT University
Lisa Farell, RMIT University
Alcohol Discovery & Insights Forum

2. Alcohol
Discovery &
Insights Forum
The socio-cultural
embeddedness of alcohol
¡ Many Victorians are able to see the
benefits that come with drinking less
¡ …the benefits of doing so are
deferred….too long term…unlike
the benefits of drinking, which can
be experienced now
¡ Drinking most likely to
become excessive when
socialising because it is
expected and has
momentum
Alcohol Discovery & Insights Forum

3. Alcohol
Discovery &
Insights Forum
The spectrum of
acceptable behaviour
Typical
Drinking
normal
behaviour
Consumption of alcohol
Abstaining
extreme, odd &
infrequent
behaviour
Alcohol Discovery & Insights Forum
Getting Drunk
common practice
Binge
Drinking
extreme & "
“a youth issue”
Acceptable behaviour
Only abstinence from alcohol and binge drinking are seen as extreme
behaviours

4. Alcohol
Discovery &
Insights Forum
The Initiator
• Outgoing and the ‘life of the party’
• Loves to have a drink and let loose
• Drinks to have fun
• Gregarious and outgoing and loves
to make things happen – often
encourages others to drink
• Likes to be a source of information
on alcohol brands, types of drinks
and places to go out
The Protector
Alcohol Discovery & Insights Forum
The Moderator
The Follower
• Fun, social and easy-going
• Influenced by social and cultural
pressures
• Tends to join in and go with the
flow
• Gets swept up in the moment and
enjoyment of social situations
Drinking
Identities &
Characteristics

5. Alcohol
Discovery &
Insights Forum
What drives the Initiators?
Mavenism / Ego
Seeking Self Enhancement
Social expectations
Alcohol Discovery & Insights Forum
Hedonism
Brand loyalty
Coping with Depression
Easy access to alcohol
Cheap Prices
Building Confidence
Question: How can I create fun without using Alcohol as a starting point?

6. Alcohol
Discovery &
Insights Forum
What drives the Followers?
Achievement Values
Cheap Prices
Seeking Self Enhancement
Mavenism / Ego
Alcohol Discovery & Insights Forum
Hedonism
Easy access
Brand loyalty
Question: How can I join in but not be lead astray so easily?

7. Alcohol
Discovery &
Insights Forum
Don’t Wag Your Finger at
Me!
¡ Developing messages and campaigns
that moderate alcohol consumption is a
difficult task
¡ Finger wagging is largely ignored
¡ Not aimed at me…yes, those
‘other’ people should drink less
¡ Drinking is a fun and positive
thing in peoples lives
Alcohol Discovery & Insights Forum

8. Alcohol
Discovery &
Insights Forum
Framing positive messages
¡ Having fun, seeking fun and doing things that
provide pleasure – without alcohol
¡ Being more mentally alert – without alcohol
¡ Getting a buzz and being excited – without alcohol
¡ Feeling good and enjoying life – without alcohol.
¡ Celebrating – without alcohol
¡ Getting together in social situations – without alcohol
being present or avoiding it if it is
Alcohol Discovery & Insights Forum

9. Alcohol
Discovery &
Insights Forum
Framing positive messages
¡ Enjoying special occasions – without alcohol
¡ Depict people being a good source of information
about what not to drink and the alternatives to
drinking alcohol
¡ Becoming more self-confident in social situations –
without alcohol
¡ Relaxing and being less anxious in social situations –
without using alcohol
¡ Overcoming a bad or dark mood – without resorting
to alcohol
Alcohol Discovery & Insights Forum

10. Alcohol
Discovery &
Insights Forum
Thank-you
Alcohol Discovery & Insights Forum

11. Alcohol
Discovery &
Insights Forum
Drinking occurs across a
vast range of contexts
Celebrating
Alcohol Discovery & Insights Forum
Relaxing
De-stressing
Socialising
Networking
Rewarding Commiserating
ourselves

12. Alcohol
Discovery &
Insights Forum
Challenging Mindsets
through Communications
¡ Question why we as a society revere
drunkenness (‘Is that really something to be
proud of?’)
¡ Undermine the hero status of getting drunk and
drinking to excess (‘what an idiot’)
¡ Remove the excusing of drunkenness and
related bad behaviour (‘that’s no excuse’)
¡ Challenge social pressure that makes others
drink (‘Why do you need me to have a drink?’)
Alcohol Discovery & Insights Forum

13. Alcohol
Discovery &
Insights Forum
Challenging Mindsets
through Communications
¡ Strengthen social acceptability of not drinking,
not getting drunk and drinking in moderation
(‘why do you need to drink to excess to have a
good time?’)
¡ Focus on the positives of moderate drinking
(enjoying every moment) rather than the
negative (missing out)
¡ Challenge the social acceptability of drinking to
excess (‘No one likes you when you’re messy’)
Alcohol Discovery & Insights Forum