Wales tests student Drinkaware scheme

07 January, 2011

The Welsh government and Drinkaware are to run a year-long pilot advertising campaign aimed at reducing harmful drinking through changing behaviour.

The initiative will begin at the start of the next academic year and aims to influence behaviour by providing more accurate information about student drinking levels and perceptions.

The programme was revealed in a health report by the Cabinet Office’s behavourial insight team which said that “students consistently overestimate how much alcohol their peers drink”.

It’s hoped that by providing more accurate information, students will feel less peer pressure to drink and overall consumption will be reduced.

Drinkaware chief executive Chris Sorek said: “Drinkaware was commissioned by the Welsh Assembly to carry out a social norming project.

“This sets out

to establish and explore the attitudes, behaviours and social norms around alcohol consumption of students in Welsh universities, and to design and implement suitable interventions to challenge these and correct misperceptions.

“The specific goal is to change behaviour towards alcohol.

“Measures of success will include observed changes in student consumption rates, observed student drinking patterns, and reductions in alcohol-related incidents involving students and student incidents requiring medical attention.”

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