The document discusses developing a national communications campaign in the UK to address underage drinking. It outlines research that found parents have more influence over youth drinking behaviors than they realize. The campaign aims to educate parents and encourage earlier conversations about alcohol before youth form drinking patterns. Focus groups identified seven key parent segments to target tailored messaging toward in order to change social norms and parenting behaviors around underage drinking.

1. A new partnership with parents Delivering the National Communications Campaign on Children, Young People and Alcohol David Chater February 2010

2. Our approach, ensuring long term change Building the Evidence Base

3. Early onset of drinking alcohol a factor in a range of harms experienced by young people: Accident and injury, sexual risk taking, drug use, involvement in crime and anti social behaviour (including victimisation) Policy Context – PSA 14 (More young people on the path to success) NI 115 substance misuse amongst young people

4. Policy Context – The UK has one of the highest levels of alcohol use amongst young people in Europe And young people in the UK are the most likely to attribute positive effects to alcohol and least likely to associate negative consequences. All data from European Schools Project on Alcohol and Drugs 2007

9. I haven’t heard anything that I really understand – it goes over my head It’s my job as a parent to lead my kids to safe alcohol usage I’ve made my point, I think that’s enough It’s all about other people, not like us I don’t want to make a fuss, I’m sure they’ll be fine, we all did it It’s all too difficult to deal with I think it’s all best left alone 7 parent & carer segments Overarching ‘Attitudinal groups’ created, that shared a core common insight Parent & carer segments 12 Got Strategies No Strategies Risk to my family Not Risk to my family Overwhelmed Avoiders Uninformed Proactive Progressing Proactive Flawed Over confident Over relaxed It’s not talking to me they reject current information because it is off-putting, or even alienating, in tone and substance Non-credible information … they find the information exaggerated, irrelevant or unconvincing, so they ignore it Confusing information they find the information unclear and difficult to understand, so they can’t use it Insufficient information … they just don’t have enough information to deal with CYP drinking Not the biggest priority … they have even bigger concerns for their CYP than alcohol Avoiding own behaviour … engaging with CYP on alcohol would mean facing up to their own drinking behaviour Too uncomfortable to talk about it’s just too embarrassing - and personal - to talk about drinking too much Harsh or Helpless … like rabbits in headlights, they just don’t know what to do about the problem of alcohol Being a Guide … they discuss and model a sensible relationship with alcohol Acting as gatekeepers … providing and managing access to information and alcohol is the key An informed discussion their knowledge of their kids and of drinking means they are best placed to teach them Kids as mates … friendship with their CYP is more important than setting boundaries around drinking The ‘mass’ defence because drinking is integral to everyday adult life, it’s manageable, not worrying Safe rebellion … drinking is a safe and normal way for their children to ‘rebel’ Involvement is Pointless getting involved is a complete waste of time and may make things worse Safety through familiarity … just introducing alcohol gradually is the answer Inconsistent they want to do the right thing, but don’t really modify their own behaviour The problem is far away they are convinced that the problem is simply nowhere near them or their family Not going to be our problem the problem won’t breach the defences they’ve put in place around their family

10. What we learnt about the proposition Powerful and emotive Needs direct link to alcohol consumption Preventative strategies are vital Confronts parents who think ‘others’ are the problem General alcohol consumption not excess Child vulnerability leads to parents vulnerability The idea of ‘Vulnerability’ resonates with parents 20