Daffodilemma

The best way to reduce drinking at an event is not to shock people with messages about the harms of alcohol or even to give harm-reduction advice, but by changing the culture of the event so alcohol isn’t the focus. If you show, not tell, that there are great alternatives to drinking, you avoid alienating your target audience and increase your chances of connecting with them. The key is to offer equally attractive non-alcoholic beverages. We’re talking way more than just soft drinks – you want someone to spot a unique beverage, like a fresh drinking coconut, and think ‘I want that’. Consider contacting a local or larger business to do something special for the event, or your CDAT might want to run their own drinks booth. Who is active in trying to prevent alcohol and drug harms through safe partying initiatives? For example, local councils, youth groups, police, Lions/Rotary clubs, churches, schools and universities are good organisations to contact.

The key audiences for Say Yeah, Nah are: New Zealanders aged 18 to 35 who binge drink (7 to 12 drinks) New Zealanders aged 18 to 35 who drink at high-risk levels (13+) who are open to change Friends and family of these drinkers, including those who host drinking occasions. Department of Lost Nights The target audience is 18 to 24-year-olds , as they drink more frequently and at riskier levels than other age groups. The elements developed for the campaign, including advertising content and media placement, are all targeted to this age group. The elements are designed to be easily shared on social media and generate ‘talkability’ amongst the target audience. Media focuses on digital environments and will reach young people across New Zealand. If you don’t see a lot of the advertising you may not be in the target audience. television – TV2, Three, The Edge TV, Duke, Vice online video – YouTube, Facebook, Instagram, Vice digital display – the range of sites including Spotify

DrinkWise - Australia https://drinkwise.org.au/ https://www.youtube.com/user/DrinkWiseAU/videos

The problem with the alcohol culture in New Zealand is a combination of its historical factor and a lack of maturity The consumption of alcohol is a globally accepted social convention. For centuries people have been consuming alcohol as a way to unwind, celebrate or bury emotions. For most people, this means they have been exposed to alcohol consumption for their entire lives, with wines being served at family dinners and sharing a first beer with a father. This tradition goes back countless generations.  More funding and time should be given to education on real world issues like alcohol abuse. There should also be an increase of support to families affected by alcohol addiction. http://www.stuff.co.nz/stuff-nation/assignments/changing-the-kiwi-booze-culture/9592773/Binge-drinking-shows-immaturity To look at it statistically, the  New Zealand Drug Foundation  says alcohol causes more harm in this country than illegal drugs methamphetamine, marijuana, cocaine, ecstasy, acid an

Cancer Society Statement Alchol + Cancer Risk Infographic Alcohol Cancer Risk Sheet

Background research:  Context: "Cancer is the country’s single biggest cause of death. Most New Zealanders will have some experience of it – either personally or through a relative or friend." (Ministry of health)  The team at Wellington's cancer society provide support for some of the 23,000+ people nationwide and their whānau who live in the greater Wellington area, Kāpiti, Nelson, Wairarapa or Marlborough that are diagnosed with cancer every year. Their key objectives are promoting healthy lifestyles, educating and informing kiwis about risk reductions of cancer and providing, encouraging supportive care.  *need to rewrite this but just was a start*  https://wellington.cancernz.org.nz/national-office-4/about-us/history-of-the-society/ Initial findings:  People of the ages 18-35 are the ones who are living lifestyles and partaking in harmful behaviours which increase the risk of getting cancer --- While younger people in New Zealand are less likely to consume alc

 After being debriefed post client meeting, we began brainstorming further research and initial direction for this design response. We broke this down to a few key concepts/ directions in order to respond to the client's brief.

Social media campaign to promote a healthy lifestyle The Impact of Social Media -In this digital era, it seems like the information technology can play an important role in promoting physical activity to achieve a healthy lifestyle. The power of social influence has been seen in both positive and negative. For example, negative behaviours posted by a peer on social media such as smoking and drinking makes observers more likely to do the same. Or if an overweight colleague constantly posts about his or her weight loss progress, which is a positive thing, you’re more likely to be motivated pursue weight loss goals as well. -Positive behaviours are also powerful in social networks and can be harnessed for good. Social media can be utilized not only to encourage physical activity, but also to promote other beneficial things such as preventative care -In a 2015 study published in the journal Preventive Medicine Reports, it was shown that putting people in the right kind

Alcohol and Health 'Glassbody' campaign Target group Adults aged 25 to 54 years. Campaign objectives Increase awareness of the NHMRC long term harm guideline. The lifetime risk of harm from drinking alcohol increases with the amount consumed so the NHMRC stipulate for healthy men and women, drinking no more than two standard drinks on any day reduces the lifetime risk of harm from alcohol-related disease or injury. Understand that alcohol is damaging and that regularly drinking above the guideline can place you at risk of serious alcohol-caused disease over your lifetime. Increase feeling personally at being at risk of being diagnosed with alcohol-caused conditions.

Video by VSauce (Youtube)

Reducing Risk Not Preventing  Mens Health: https://www.getthetools.org.nz/ https://wellington.cancernz.org.nz/reducing-cancer-risk/what-you-can-do/alcohol-and-cancer/ https://www.cancerresearchuk.org/about-cancer/causes-of-cancer/alcohol-and-cancer https://www.cancer.gov/about-cancer/causes-prevention/risk/alcohol/alcohol-fact-sheet established Campaigns for reducing your alcohol intake: Say, Yeah, Nah Yeah, Nah is a great way to say you don't want another drink. Yeah, Nah gives you social permission to decline a drink. Respect people's choice not to drink. Not drinking doesn't mean you don't want a good time or won't have a good time. Back your mates who are trying to ease up - show your support. Drink water between alcoholic drinks. Primary audiences The key audiences for Say Yeah, Nah are: New Zealanders aged 18 to 35 who binge drink (7 to 12 drinks) New Zealanders aged 18 to 35 who drink at high risk levels (13+) who are open to

Initial audience research:  http://www.nielsen.com/nz/en/insights/news/2017/boomers-and-millennials-think-different-drink-different.html Although this article focuses on both baby boomers and millennials, just using the data surrounding the millennials gives us an indication of drinking habits younger kiwis have. "Smartphone and laptop ownership was particularly high amongst 18-34-year-olds (91% and 85% respectively), although more than three-quarters of those aged 35-54 years also owned or had access to these devices." - Research NZ: A Report on a Survey of New Zealanders’ Use of Smartphones and other Mobile Communication Devices 2015  Stats surrounding how this age group interacts with technology and social media will be helpful when creating potential platforms for solutions. https://www.tandfonline.com/doi/full/10.1080/08870446.2017.1380812 Article: Frightfully funny: combining threat and humor in health messages for men and women.  Very useful article for our pr

https://www.pinterest.nz/pin/313985405267234897/

Richard Thaler - Creator of nobel prize winning 'Nudge Theory' The concept is a relatively subtle policy shift that encourages people to make decisions that are in their broad self-interest.  It’s not about penalising people financially if they don’t act in certain way.  It’s about making it easier for them to make a certain decision. “By knowing how people think, we can make it easier for them to choose what is best for them, their families and society,” wrote Richard Thaler and Cass Sunstein in their book  Nudge , which was published in 2008. A good recent example can be found in UK pension policy.  In order to increase worryingly low pension saving rates among private sector workers, the Government mandated employers to establish an “automatic enrolment” scheme in 2012.  This meant that workers would be automatically placed into a firm’s scheme, and contributions would be deducted from their pay packet unless they formally requested to be exempted.  The theory was

Client Initial Questions we asked: Is there a current initiative for the target audience (18-37 year olds) in place? Is there any specific genre of promotional material in your mind already?. For now we’re thinking about to do a campaign (adaptable for the future ) Would you like the design aesthetic of our project to be similar to the current cancer society aesthetic or are we able to use our own initiative? Are there any specific emotions you want target from the project? (shock, sad, humour etc) Would you want this brief to be static (eg a one time initiative) or have the potential to be adapted as needed? Questions answered by CancerSoc Are there any initiative(s) that target (or have targeted) 18-34 y/o's? Yes. We have ‘Junk Free June’ which is targeted towards this age group. It is an annual digital campaign that encourages participants to go junk free for the month of June. It was born from our Wellington office and has grown int

In this class we gathered ideas and broke down the topic which Daffodilemma would be targeting and the possible design/ solution driven options to this proposed brief. Through this breakdown, we discussed audiences, topics, types of cancer, and the relationships between these factors.