Origins, Design and Evaluation of Alcohol Reduction Strategies Report

This report provides a detailed analysis of alcohol reduction strategies in England, tracing their origins from the Ottawa Charter and Alma Ata declaration to the Drinkaware campaign. It explores the historical context of alcohol consumption and related policies, highlighting key milestones and legislative changes. The report then focuses on designing an alcohol reduction program specifically tailored for young people aged 16-25 in England, considering the target audience's needs and vulnerabilities. The program incorporates various strategies to raise awareness, promote behavioral changes, and address the health and social consequences of alcohol abuse. Furthermore, the report outlines an evaluation strategy to assess the effectiveness of the program, including the use of SMART goals and stakeholder involvement. The report concludes with a discussion of the program's potential impact and the importance of ongoing efforts to combat alcohol-related harm.

Health Promotion
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
1. Alcohol reduction strategy and tracing it from Ottawa Charter and Alma Ata.......................3
2. Designing and alcohol reduction programme. ........................................................................5
3. Strategy for goal evaluation...................................................................................................10
CONCLUSION ............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Health promotion is a process of encouraging people to indulge in a healthy lifestyle and
practising self-control to avoid addictions. The objective is to create a sustainable lifestyle for
people and making them aware about the consequences of bad lifestyle. In the further report
origins of the Alcohol Reduction Strategy in England will be discussed. It will be traced from
Ottawa Charter and Alma Ata declaration and also light will be put upon Drinkware campaign.
Also in the report alcohol reduction programme will be designed for the young people and health
promotion models will be discussed that will apply to the programme. Different stakeholders of
the programme will be determined and an evaluation strategy will be designed to determine the
way, the SMART goals will be evaluated.
MAIN BODY
1. Alcohol reduction strategy and tracing it from Ottawa Charter and Alma Ata.
The origins of alcohol reduction strategy can be traced from the Ottawa Charter and
Alma Atta Declaration as well as to the Drinkaware campaign. To promote the health, an
international conference was held in Ottawa and the aim of this conference was to fulfil the
objectives established by World Health Organization and promote health. Ottawa Charter is a
name given to the agreement which was signed at the first international conference based on
health promotion which was organized by World Health Organization (Fry. and Zask, 2017).
The areas which were discovered at Ottawa Charter which needs to be focused for health
promotion are building healthy public policies, creating supportive environment, develop
personal skills etc.
Some requirements that were identified for a good heath were peace, shelter, income, food,
education, social justice etc. In this agreement three strategies were identified which were to
advocate, enabling people to reach at highest level for their quality of life and lastly to mediate
by collaborating with other sectors. There is a link between Ottawa Charter and drink ware
campaign as Ottawa Charter was also promoting health by making polices by indulging with
international organizations, national governments and local communities and the drinkware
campaign also aimed to improve the health by promoting drink free days for the people aged
between 45 and 64 who are in a habit of drinking regularly.
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Due to excessive alcohol consumption and the British trend of drinking culture has reached a
peak till 1970s as an ad was aired in 1974, and they regarded beer as refreshment and in
summers its sale also rose. In between 1971 and 1985 the sale of larger cans of beer grew. In the
1980's the demand for wine also rose. Due to this increasing culture of alcohol and drinking
pattern many legislations and laws were made to reduce the same. During that period a report
was launched which was named as Erroll report and it argues that if stricter legislation may
impact the consumption of the alcohol, and it favoured that the moderate drinkers will
unnecessarily will have to abide by the legislation.
Alma Ata was a declaration which was made in 1978 and it expressed the need for
urgency related to health and focused on protecting and promoting the same. It focused on the
importance of primary health care and the motto determined was “Health for All”. The main
intent was that they considered, health is the fundamental right of all the people and it was the
first international declaration which focused on importance of primary health care (Topp. and
Abimbola, 2018). By following the main aim of Alma Ata, drinkware campaign also promoted
health of people especially the youngsters and midlife drinkers who are regular drinkers. The
campaign mainly focused on drink free days, and they boosted this campaign by tagging it as No
Alocoholidays.
In between 1972 and 2012 the heath issues such as liver diseases increased in England and the
main cause was alcohol consumption. The alcohol related deaths doubled during the period
between 1970's and 2006 and this raised the need for certain strict legislations and laws related
to alcohol consumption. Due to all these health related issues, efforts have been taken to promote
good health. Ottawa Charter and Alma Ata are good examples for promoting health. During the
period of 2008 to 2012 there was a difference seen in the health related issues. The death rates
during this period fell by around 13%. Due to the rising demand in the 1970's there was seen a
rise in crime rates related to alcohol. In 2003 a new licensing legislation was introduced which
ensured 24-hour licences.
In 2012, government of England determined the pricing policy which was termed as
Government's Alcohol Strategy. In this strategy some key policies were set such as a
minimum unit price for alcohol, the sale of multi-buy discount deal will ban, the drunken
behaviour will not be tolerated in A&E departments. Many powers were given to reduce the
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serving of alcohol. The main was to tackle the health issues in England. Also, the strategy set out
a late night levy on pubs and clubs for the policy purpose.
Drinkware campaign is one of the largest social marketing campaign. It was launched
as many teenagers and adults were engaging in alcohol to a very greater extent and also misuses
it therefore to tackle this situation a campaign was launched in partnership with other drink
companies (DRINKAWARE LAUNCHES NEW CAMPAIGN, CHANGE THE TREND, DURING
MEN’S HEALTH WEEK, 2019). Through this campaign they encouraged people to drink in a
smarter way and not without being aware. This campaign was also known to be an anti drink-
driving campaign.
It was launched to encourage driving without consuming alcohol and to change the mental
attitude of adults and teenagers regarding drinking and misuse of alcohol (Täht. and et.al.,2020).
They also encourage the regular drinkers who are young adults to reduce the same and to reduce
various health related risks.
Public Health England has done a partnership with the Drinkware to make people aware
and drivers to avoid drinking at the time when driving. It is for the first time when drink ware
and Public Health England came together and launched a new campaign named as 'Drink Free
Days'. Through this campaign they have targeted people in the age group of 45 to 65 years to
help them to reduce the regular usage of alcohol consumption (Gilmore, Bauld. and Britton,
2018). They have also encouraged people to give different excuses when the situation comes for
drinking the alcohol.
They researched that many people are comfortable improving their diet and following exercise
regime but cannot cut down the alcohol consumption. They aim to reduce the harm and heath
issues caused by excessive drinking habits. They are encouraging people to have drink free days.
As Public Health England has a good track record of their campaigns in changing attitudes and
behaviour pattern among people therefore their involvement in Drinkware have the greater
possibilities that this campaign which is launched with the partnership can be a great success.
2. Designing an alcohol reduction programme.
“Say No to Alcohol and Yes to life”
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It is a programme launched for reducing the consumption of alcohol and it is a way for
treatment of alcoholism. The aim of this campaign is to change the drinking pattern of the people
who are alcohol addicts and to improve their personal and professional life. This could enhance
their well-being and quality of life which is the objective of the programme designed. The main
target group for this programme are the young people which are in the age group of 16 to 25.
Due to consumption of excessive alcohol and regular drinking habits, people are suffering from
many heath related issues such as cancer, high blood pressure, stroke, digestive problems and
also liver diseases. To reduce all these health related issues and promoting healthy lifestyle is
one of the main purpose behind this alcohol reduction programme.
Also, people are facing many issues in their personal and professional life due to increased
alcohol consumption. To reduce the stress arising out of excessive alcohol consumption and
improving the relationship among people is the main objective of launching the programme.
People in the age group of 16 to 25 are more prone to indulge in these kinds of practices,
and they include students and professionals that are employed. By indulging in regular drinking
habits can deteriorate the health of these students who are school and college going and can also
hamper their studies and relationship with family and others.
Considering all these issues, this programme named Say No to Alcohol and Yes to Life is
an initiative to make these young people aware about importance of their health and
relationships as these two are the backbone of a healthy life. Starting the programme by making
these youngsters aware about the importance of health and life and presenting the alarming facts
and figures about the alcohol consumption and the crime rates. The programme will also take
measures and recommend solutions to reduce the consumption of alcohol. Also, observation will
be done on the changed behaviours related to steps taken to reduce alcohol consumption and the
outcomes will be determined for that person. The people who promote this programme and the
behavioural changes will be given incentives and certificates. Light will also be put upon
different myths and facts related to alcohol and various reasons will also highlighted why young
people indulge in alcoholism. The laws made by government related to alcoholism will also be
made informed in the programme. Our focus will be to see the behavioural change in the young
people by the solutions suggested in the programme and also to appraise the individual who is
encountered a change in their drinking pattern.
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The programme is selected for young people in England between 16 and 25 as these categories
of the people are in the developing stage and there are greater chances of health issues in these
age. And consuming in these age can also make these people addict in their future life.
A campaign was launched for alcohol awareness named as NIX18 campaign for the
young people and it was an initiative by Ministry of Health, welfare and sports. For launching
this campaign, their aim was to strengthen the social norm which restrict the children who are
under 18 to smoke and drink. The focus of this campaign is mainly on the young people and also
on entire society. By reflecting onto this campaign, our programme will also highlight the legal
age of consuming the alcohol and the adverse effects it will have upon young people and making
them aware that the later a person starts consuming the better it is.
Also an initiative was taken by UK government to reduce the alcoholism among people,
and they started a movement known as “Positive Sobriety” in which started in the year 2013
declared the first month of the year as Dry January. It was boosts for alcohol free trend and also
many organizations joined hand in the movement. A hashtag during this movement got viral
“Quit lit” and the movement was seen catching attention and fire among people I England and
many parts of UK.
There are various laws and regulations provided by different organizations to control the
consumption and misuse of alcohol such as:
 According to The Media Act, commercial of alcohol cannot be braodcasted between 6
am to 9 pm.
 According to criminal code it is an offense to be drunk in public and disturbing the
people around and also serving alcohol to the person who is already drunk comes under
offense under this code. According to road traffic act there is a limit which is set for the drunken drivers in their
blood. For new drivers it is 0.02% and for regular drivers it is 0.05%. if found more than
this, it will be regarded as an offense.
Health promotion Model that applies to this programme.
Theories that relates to the programme designed are Social Cognitive Theory. As per
Social Cognitive Theory there are certain factors that impact the behaviour of individual health
behaviour such as their experiences, other's actions and environmental factors (Stillman, Shen.
and Ferguson, 2018). It suggest that to achieve changes in behaviour, self-efficacy and using the
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observational learning and other reinforcements can be used. The key components of the theory
are as follows:
 Self-efficacy : This component believes that an individual can control his or her
behaviour and also is capable of executing it. The programme also aims to change the
behaviour pattern related to alcohol consumption and it believes that people can change
their behaviours.
 Behavioural capability : In this component the skill to perform the changes must be
understood and also the individual should have that skill. The programme also promoted
self-control and skill to obey and respect rules and regulations.
 Expectations : In this the outcome of the changed behaviour will be determined. In the
programme designed, after certain days the changed behaviour will be analysed and also
the pattern of drinking will be determined.
 Expectancies : The value to the outcome of changed behaviour must be assessed.
 Self-control: In this the changes in the behaviour pattern is regulated or monitored.
During the programme also, people who are there to treat the alcoholism will monitor
their behaviour pattern.
 Observational learning : In this the behaviour pattern of other will be examined. After
the behaviour pattern is being monitored by the counsellor then proper examination of
that behaviour is done.
 Reinforcement : In this the individuals will be rewarded and incentives will be provided
to the individual who promoted behaviour change. People who are promoting the
changing behaviour pattern in the programme will be rewarded and will be given
incentives.
This model is applied to the programme designed, as the programme includes majority of
the elements of this model. In the programme efforts are made to change the behaviour pattern
related to alcohol consumption. The programme will also make people aware about the bad
impacts and also about their skills to do so. In the programme the change in behaviour will be
assessed and monitored and later on examined by the experts who treat people.
The programme does not recognise various levels of influences on the health behaviour which is
done in ecological model.
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The programme does not focus on identifying the key decision-making points that influence the
health behaviour therefore the health belief model does not apply to this programme.
In the programme, the process of changed behaviour at different stages are not being described
which are done in stages of change model such as pre-contemplation, contemplation,
preparation, action, maintenance and termination.
Stakeholders of the programme
The stakeholders for the health promotion campaign named “Say no to alcohol and yes to
life” are young people in the age group of 16 to 25. these people are the main reason behind
designing and launching the campaign as they will be made aware about the alcohol, its worse
effects and the ways they can divert their mind to not to fall in this trap and many others.
Parents of these young people – Parents have a very important role to play in this
programme as they will be made aware about various drugs by which the children can get
addicted and how their children can be educated about all the negative impacts of the alcohol.
Local authorities – Local authorities plays an important role in the programme or
campaign as after their permission these sensitive topics can be discussed and promoted.
Different schools and colleges – Different schools and colleges are also the stakeholders
of the programme as the young people are mostly studying or are in colleges and these are the
places where young people mostly gets addicted to alcohol due to wrong companies of friends
and sometimes relatives too.
People who treat drug addicts – People who treat addicts will also be a part of the
campaign as to analyse the behaviour pattern in their drinking habits of people and helping them
reduce their consumption by counselling and other techniques.
Communication strategy for this programme
The communication strategy used for this health promotion programme named as “Say
No to alcohol and Yes to life” consist of various platforms. The first platform which is used is
the digital platform as majority of the people between the age of 16 and 25 are active on the
social media platforms such as Instagram and Facebook. Print media is also chosen as a
communication strategy for this programme as newspapers are present at every home and most
of the parents are in habit of reading it daily (Bayazovna, 2020). The last is radio as most of the
young people travel through four wheelers for their work and put on the FM. Therefore, these
three communication strategy are most suitable for this programme.
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3. Strategy for goal evaluation.
The aim of the campaign is to reduce the proportion of young people who drink too much
alcohol and helping them adopt a healthy lifestyle. The evaluation of this programme consists of
three techniques such as process, outcome and impact of the programme and the following are
discussed below:
The evaluation technique for process evaluation is also known as programme monitoring and
it is used when the implementation of the programme initiates and also during the operation of
the programme (Sharp. and et.al., 2020). This technique of evaluation ensures that the
programme is going in a planned manner and are implemented as intended. It determined the
way programme is working and the extent to which the programme is being implemented. It also
determined the acceptability of the programme. It determines when, what, why and how of the
programme and it is determined briefly below:
 Starting date of programme.
 Working of the goals or strategies during the programme and ensuring whether the intent
of the programme is reaching to the target audience.
 Process evaluation technique also determines what the target audience thinks about the
programme and the level of participation by them.
 The conducting process evaluation of the problems in the programme can be spotted
early and also it allows the organizers to know the success of the programme.
 It also helps in determining the number of people who are alcohol addicts, present in the
programme. Review by the management present at the programme.
 All these can be done by observation, making the participants fill the questionnaire that
are present in the programme.
The evaluation technique for outcome evaluation are of several types such as
randomized controlled trail, comparison group and pre-post comparison. The best suited for this
programme is pre-post comparison as it is more realistic (Thomas. and et.al., 2019). This
technique In this technique people who are alcohol addicts are assessed on the same variables
and also same interval of time. Their behaviour patterns are assessed properly before and after
the programme or treatment. The evaluation is also called time series design. By undertaking this
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evaluation technique the results of the programme are known more accurately and in case of
deviation, corrective measures can be taken (Inhestern. and et.al.,2019). And if the results are
satisfying and going as per the goals then a performance boosting award must be given for the
improvements and changed behaviour pattern in a positive direction.
It shows the degree to which the programme has an effect on the behaviour of target audience in
this case the alcohol addicts.
The evaluation technique for impact evaluation is used both during the programme and
also at the end of programme. It shows the degree of programme implementation goal and it is
used for providing feedback of the programme and also in the further programme which are
under planning in the future and also helps in taking better decisions. The technique which is
used for this programme is counterfactual evaluation designs. It helps in determining the cause
and effect of interventions and outcomes of the programme (Chen. and et.al., 2020). In this two
design are used such as prospective and retrospective evaluation designs. Prospective
evaluations is undertaken during the phase of intervention and retrospective evaluation is
undertaken after the implementation phase of the programme.
The best evaluation strategy that suits the designed programme are outcome evaluation
and impact evaluation strategy. As our main aim is to reduce the number of people taking the
alcohol on a daily basis, increase their awareness about the consequences of taking alcohol and
improve their lifestyle therefore outcomes of conducting the programme has be evaluated and
also the impact of the programme has to be determined. The process evaluation strategy is not
suitable as during the process of the programme it is difficult to determine if the changes are
taking place or not.
SMART Goals
The SMART goals for the programme designed” Say No to alcohol and Yes to life” as it
consist of goals which are specific, measurable, achievable, relevant and time bound. The smart
goals for the programme is as follows:
 Within a period of 3 months taking the regular drinkers to drinking once in 15 days.
 To eliminate the drinkers under the age of 18 and taking the list to zero within a period of
2.5 months.
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 To educate about laws related to alcohol and making aware about the severe diseases in
the first month of the programme to parents present in the programme.
 Developing a habit among the frequent drinkers within a period of 2 months, of drinking
healthy drinks and juices whenever they crave to drink alcohol
The goals are SMART as it is:
Specific to daily drinkers, drinkers under the age of 18 years, frequent drinkers and parents.
Measurable through the process and outcome evaluation strategy. The strategy selected for
evaluation is pre-post compression strategy and counterfactual evaluation designs.
Achievable as counsellors and people who treat addicts are a part of the programme therefore by
their cooperation it is possible. The goals set are achievable as converting the regular drinkers to
frequent drinkers and frequent drinker to free drink days.
Relevant as the main aim of the programme is to reduce and eliminate the addiction of drinking
alcohol and also to make the parents aware about the ways they handle these situations.
Time bound as every goal has a time limit, in case of goal 1 it must be achieved within 3
months. In case of goal 2 the time period is 2.5 months. In case of goal 3 the period of achieving
is 1 months and the time period for the last goal is 2 months.
 All these SMART goals can be evaluated by keeping the track on their drinking habits
and encouraging them to change their drinking pattern.
 Substituting the alcohol based drinks to healthy drinks.
 Inculcating a regular exercise habits for drinkers and making them practice yoga to make
their lifestyle a healthy one.
 Supervisors must observe the drinkers and should plan certain activities on frequent basis
to distract their cravings for alcohol.
 Make parents aware about the restriction they must have in their homes to reduce the
consumption as the culture in followed in the homes also impacts people's drinking
pattern.
The limitation of outcome evaluation strategy are :
 Selecting the people for the programme in this case the alcohol addicts which has to be
selected for keeping an eye on their behaviour change.
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