In this edition we update you on the successful ‘Say Yeah, Nah’ campaign and the positive spin-off results for the Alcohol Drug Helpline. We introduce you to the North Island Outlet Density study, new policy workshops for communities and two new resources. Finally, we report on a terrific new accord initiated by young people in Northland. As usual, you can read about upcoming conferences too.

As always, we’d love to hear from you. If you have an article for Ease Up (maximum word count 300 words) or if you would like to highlight an upcoming event, email details to enquiries@hpa.org.nz.

Kathy Compton
Editor
Health Promotion Agency

The first phase of HPA's ‘Say Yeah, Nah’ campaign was a success with research showing New Zealanders got the intended messages from the advertising.

We conducted market research in June and July to see how the target audience (18 to 39 year olds) and the general public responded to the campaign messages which screened in May this year. The overall aim of the first phase of the campaign was to give New Zealanders social permission to ease up on alcohol and normalise moderation.

Of those who could recall seeing the TV ad (71%), 40% said the main message was “You can have fun without getting drunk”, 30% said it was “Don't drink too much/Drink in moderation/Know how much alcohol you're really drinking” and 21% said the main message was “It's ok to say 'no' if you don't want a drink”.

Over one-third of the target audience who were aware of the advertising (36%) stated they had discussed the advertising with their friends or family. Most frequently, these respondents (32%) stated they had done so as “a light hearted tool to get others to think about their drinking/attitude towards drinking” (eg, saying ‘Yeah, Nah’, or ‘No more beersies’).

The HPA team is delighted with the enthusiasm shown by communities that have got in behind the campaign and used the resource material to support their local work. ‘Say Yeah, Nah’ and ‘No more beersies for you’ have already become part of the kiwi vernacular and have developed a life of their own, particularly in social media. The next phase will build on this by encouraging people to use these terms (or their own version of them) to ease up themselves or encourage others to do so.

You can read more about the campaign here.

Soon after the launch of the ‘Say Yeah, Nah’ campaign in May, HPA launched a radio campaign aimed at encouraging problem drinkers to phone the Alcohol Drug Helpline.

The advertisements posed three questions about drinking.  Listeners who answered ‘Yeah’ a bit too much were invited to call for help to say ‘Nah’ more often.

The 1505 Helpline calls processed in June was a 24% increase on the 1217 calls in June 2012, incoming calls increased 20% from 1043 to 1254 and outgoing calls increased 44% from 174 to 251. All alcohol-related calls processed increased 17% from 890 to 1040; incoming alcohol related calls increased 17% from 739 to 835 and outgoing calls increased 36% from 151 to 205.

While the increase cannot all be credited directly to the campaign, comments received from callers show that the radio ads certainly hit the mark for some.

“Heard the ad and I thought ‘yeah’ to every one of the questions. So I pulled over and logged your number into my phone.”

“Heard ad on radio and [realised] that I had been nodding as they ‘yeah nahhed’ so thought I might give yous a call.”

HPA has recently released research undertaken by the University of Waikato National Institute of Demographic and Economic Analysis into the geographically-specific relationships between alcohol outlet density (by type of outlet) and social harms in the North Island of New Zealand between 2006 and 2011. The research report can be downloaded here. 

The main finding of the report is that the relationships between alcohol outlet density (by five outlet types) and social harms (police-reported motor vehicle crashes and different types of police events) are context sensitive. They vary by geographic location, outlet type and the social harm being examined.

Lead researcher Dr Michael Cameron comments that the research shows that it would be problematic to assume that the relationship between outlet density (of any type) and social harm (of any type) is the same in all areas in the North Island. The same outlet density may be unrelated to measures of alcohol-related harm in some areas while related in others. In addition, the relationship can be positive or negative.

The research will be of interest to all Territorial Authorities (TAs) and stakeholders involved in the development of Local Alcohol Policies (LAPs) under the new Sale and Supply of Alcohol Act.  It will be of particular interest to those in the North Island.

Alongside the report are GIS data files which contain the information used in the report for each census area unit (roughly equivalent to a suburb) in the North Island. If you would like these files please contact Cathy Bruce, Principal Advisor Local Government, c.bruce@hpa.org.nz

The Whangarei Youth Collective was responsible for the launch of what is believed to be New Zealand’s first youth-led alcohol accord.

Dean Campbell (18), one of the leaders behind the accord, said around 50 people attended the launch on 8 August, including councillors, Police, alcohol industry representatives and members of other youth groups.

Shirleyanne Brown, HPA’s Northern Regional Manager is assisting the Youth Collective. She confirms the feedback and support at the launch was very positive.

The objective of the accord is to raise awareness and work on positive ways to reduce alcohol abuse by young people in the Whangarei region. The Youth Collective hopes to do this by involving alcohol distributors. It plans to extend the accord’s activity to other areas in Northland over time.

The accord is meeting for the first time on 3 October to lay the foundations for its structure and action plan.

Anyone interested in being involved is welcome to attend. Contact Dean Campbell, Whangarei Youth Collective on 0212949648.

The HPA has developed ‘Practice to Policy’ workshops to help communities build policy skills so they can contribute effectively to the development of local and national health policy and practice.

Following pilot workshops which included young people, Pacific groups and general community audiences, four workshops have been run in Palmerston North and Hamilton. The workshops gave the community groups that attended an understanding of what policy is, the key components of the public sector and how policy is developed.

With this information, communities are equipped to see the contribution they can make to local and national health policy development, enhancement and implementation. The workshops provide information about practical tools, methods and approaches community groups can use to ensure their contributions are effectively communicated to key policy makers. This will also assist communities develop their own health policies.

Details of future workshops will be included in Ease Up and will be posted on the
HPA website.

The 2013 International Drug Policy Symposium Through
the Maze: Cannabis and Health.

Organisers: New Zealand Drug Foundation.

Conference description: The 2013 International Drug Policy Symposium Through the Maze: Cannabis and Health will cover the real health, policy, and research issues around cannabis and health. It’s a must attend for all health professionals.

Find out more at:
www.drugfoundation.org.nz/cannabis-and-health/why-you-should-come

When: 27-29 November 2013.

Where: Auckland, New Zealand

Venue: Rendezvous Hotel, 71 Mayoral Drive, Auckland.

Cost: Early bird $650, full $800

More information: www.drugfoundation.org.nz

2013 Australasian Fetal Alcohol Spectrum Disorder Conference.

Organisers: Public Health Association Australia

Conference description: A time to learn, a time to act.

When: 19-20 November 2013

Where: Brisbane, Australia

Venue: Education Centre, Royal Brisbane and Women’s Hospital

Cost: A$700 (A$300 day registration)

More information: www.phaa.net.au/AFASDC_2013.php

(UK) Alcohol and the World of Work: International Perspectives and Solutions.

Organisers: Alcohol Concern,  in partnership with CAIS, Drink Wise North West and Glyndŵr University

Conference description: Alcohol can play a big part in our relations with colleagues, but excessive drinking can lead to unhealthy workplaces, poor morale and lost productivity. In industries where safety is critical, the consequences can be even more serious.

This conference will provide you with the tools you need to create and support healthy workplaces whether you’re an employer or employee, HR professional or trade union representative, or if you’re already working in public health or substance misuse.

When: 18th September 2013

Where: Catrin Finch Centre, Glyndŵr University, Wrexham, Wales

More information: 
www.alcoholconcern.org.uk/projects/alcohol-concern-cymru/conference2013

(UK) 'Conversations about Alcohol'

Organisers: Alcohol Concern (UK)

Conference description: ‘Conversations about Alcohol’ is the annual national alcohol conference by Alcohol Concern. It is for those with a professional interest in alcohol issues, from local authorities to the police, from public health professionals to those who work in the social care system.

Delegates will have the chance to hear from leading experts on a broad range of topics including the global alcohol policy context, minimum unit pricing and the role of local authorities in dealing with alcohol misuse. There will also be the opportunity to take part in a range of workshops on ground breaking initiatives in licensing and crime, families and alcohol, and public health.

When: 19th November 2013

Venue: Glaziers Hall, 9 Montague Close, London Bridge, London, UK

More information: www.eventbrite.co.uk/event/7559746405