Turning Insights into Impactful

Responses
Case Study: Alcohol Insights to
Design an Effective Campaign
TONIC
Our Approach
TONIC was established to:
Improve the way public services run
Help them become more efcient & effective
Deliver better VFM & outcomes for public
Who We Work With
Central Government: Home Ofce,
Department of Health, Department for
Education, COI, Ministry of Justice
NHS & Public Health: Medway, Wiltshire,
Essex, Manchester
3rd Sector: The Childrens Society, Innovation
Unit, Mentor UK, KCA (UK), Alcohol Concern,
University of Kent, Kent Youth, Compass
Local Government: Essex, Thurrock,
Lewisham, Medway, Kent, Swale,
Warwickshire, Portsmouth, Wiltshire, Greater
Manchester, Castle Point, Rochford
Private Sector: Mott MacDonald, The Portman
Group, Ontrac360, KSL
Recent Examples
Insight
Young persons needs
assessment (Medway Council, 2013)
Young Peoples Insight research
(Warwickshire Council, 2011)
Analysis
Tobacco Packaging Analysis (DH,
2013)
Stakeholder Engagement
EssexFamily (Essex County Council &
DCLG, 20011-13)
Service Development
Families First (Essex County Council &
DfE, 2012-13)
Programme Design
Workplace Health Programme
(Medway Public Health, 2013)
Comms
Youth Alcohol Campaign
(DfE, 2008-09)
Facing the Public
Health Challenge

Chris Bentley advocates being:

Evidence based

Outcomes orientated

Systematically applied

Scaled up
appropriately

Appropriately
resourced

Persistent
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify who is most in
need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

!"#$%"# '()*+,-. -#/+))+(0)
A&L (ln[ury) Ward (condluons) 1argeL lower SLCs
!"#$%"# '-1/) "2*"1+"0%"#
urlnklng below guldellnes re-loadlng / 8lnge Crlme / AS8
3"'-4+($1 %'-05"
8educe amounL of re-loadlng
8educe frequency of drlnklng above
guldellnes
6-7+05 -%8(0
9(//+,/"0, ,( ,-7" -%8(0:%'-05"
rovlde acuons Lo Lake
;<,$#" %'-05"
8alse awareness/accepLance of healLh rlsk/LhreaL
=0(>."#5" : ;>-1"0")) %'-05"
Campalgn awareness unlL guldance awareness
Be realistic
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify who is most in
need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

Literature Review
Segmentation Customer Insight
You already know lots about your customers but do you use it?
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify who is most in
need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

-10
-3
0
3
10
13
20
23
CarLoon 8eclalm your
weekend
Clrl's nlghL ouL
vldeo
lacebook slLe
PL Activities Relevance Rating
by target group (n=141)
(positive gure indicates higher relevance)
MESSAGE TESTING (Witte Scale)
Survey: Online & Street
Dont be afraid to listen
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify & Prole those
most in need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

Keep it simple
Proven link between deprivation & health inequality

MI:A Medway London South East England
Does our survey tell us anything new?
Medway Drinker Type Population estimates (ages 18-65)
Headlines: The Medway Population
How do we compare with other areas?
MI:A Survey data compared to other estimates
Socio Economic Group
(SEG) & Drinking Harm
Our survey gives a mixed picture:
In many single drinker type
categories SEG is not a factor
Lower SEGs were more likely to
be in multiple drinker categories
with exception of IRD & Binge
Our survey shows:
MORE higher risk, binge
drinkers & PLs than expected
FEWER IRDs than expected
. | . . | | . . | . . . |
100,000
80,000
60,000
40,000
20,000
0
A
b
s
ta
in
e
r
L
o
w
e
r R
is
k
In
c
re
a
s
in
g
R
is
k
(IR
D
)
H
ig
h
e
r R
is
k
B
in
g
e
P
re
-L
o
a
d
(P
L
)
P
L
+
Social Norms
3 out of 4 adults in
Medway choose not to drink
above the recommended
guidelines
9 out of 10 adults in
Medway decide not to drink
regularly before they go on a
night out
7 out of 10 adults in
Medway do not binge drink
Abstainers
Lower Risk
IRD
Higher Risk
12%
higher risk
7%
higher risk
Medway
Population
estimate
based on our
survey (18-65)
Previous
Estimates
(LAPE, etc)
. . . . . . . .
12
8
4
0
P
L
&
IR
D
P
L
+
&
IR
D
P
L
+
&
B
in
g
e
P
L
+
, IR
D
&
B
in
g
e
IR
D
&
B
in
g
e
Drinker type by SEG
ABC1
C2DE
Medways alcohol related hospital admissions
come from areas of higher deprivation.
Alcohol related crimes follow a similar pattern
Our survey estimates that in Medway there may be:
27,000 IRDs the majority of this group know the unit guidelines & want to make some changes to their drinking
88,000 people who pre-load of whom, 17,000 do this regularly 53,000 Binge drinkers
21,000 Higher risk drinkers our survey shows they are significantly higher consumers of health services
Profile: PL+
Regular Pre-loaders
17K adults regularly
pre-load in Medway
89%
white
B
Twice as many women as men PL+
Most PL+ are aged
25-44
1/3
of the group aged
18-24
SEG: over half are from lower
socio-economic groups
DEMOGRAPHICS
1/2 are ready to think about or
make changes to their drinking
2/3 rate their
health as good
3/4 say their
health is most
important to them
1/4 care more for how
others see them
HEALTH PERCEPTIONS & BEHAVIOURS

42%
smokers
CAMPAIGN AWARENESS
9/10 recognised 1 or
more public health
campaign from 5 they
were shown, with 2/3
being affected by one
of these campaigns
1/2
were aware of
the correct unit
guidance for
their gender
WHERE THEY DRINK: Home 84%;
Pub 79%; Friends House 79%;
Party 59%; Restaurant 68%;
Nightclub 74%; 58% prefer to
drink at a private residence than in a
licensed premises.
WHERE THEY GO TO DRINK AFTER PL:
Pub 36%; Friends House 21%;
Nightclub 33%
2/3 are frequent drinkers
2/3 are binge drinkers
1/4 are IRDs, 30% are
Higher risk drinkers
over half are drinking
more than they should
DRINKING BEHAVIOUR
80%
recent
drinkers
4
1 in 10 are daily drinkers
1 in 10 of this group has
been to A&E twice or more
in the last 3 months
MANAGING HARM
Nearly all say they use
moderating tips when drinking
at home and when out
63%
pre-load to
save money
1/3
pre-load for
a potentially
harmful reasons
55%
pre-load
for social
reasons
+ +
This group averaged 5.4 visits to
health services in last 3 months
1/2 actively try to manage
the amount they drink to be
within the unit guidance
Profile: PL+
Regular Pre-loaders
DEVICES:
1/2 of this group prefer
to use laptop or desktop
computers for sourcing
information, with 1/3
preferring mobile devices
INFORMATION SOURCES:
More than 1/2 prefer
an impersonal information
source (e.g. online, print
or broadcast media), with
1/3 preferring personal
information giving (e.g.
Pharmacist, friends & family,
NHS staff)
INTERACTION PREFERENCES:
Nearly 2/3 prefer to be
given advice from impersonal
sources (e.g. online, print
or broadcast media), with
1/3 preferring personal
information giving (e.g.
Pharmacist, friends & family,
NHS staff)
BRANDING:
69% preferred
information to come
from the NHS rather than
Medway Council
INFORMATION & ADVICE
PROFILE:
Pre-Loaders
Using alcohol for winding up
I dont like to
walk into a pub
sober

Its a fun part
of the evening
sometimes
the most fun
part
Confidence
A consistent
fi ndi ng was
t hat PL i s
associ at ed
with greater
a l c o h o l
consumption,
intoxication &
a l c o h o l -
related risks
Lit. Review
Having a drink was
symbolic of relaxing and
starting to change the
purpose of their time
Symbolic
To Save Money
To fit in & Build confidence
Transition point
Direct & In-direct peer
pressure
Things force the pace, e.g.
kitty, rounds, drinking games,
shots, social norm
Normalised behaviour
Why
Chatting / talking with
friends / Socialising
Music playing or some watch
TV (inc. sport - males)
Most eat first
Start to drink from 7.30-8pm
Enter NTE from 9pm (at the
busiest points) if going to a
pub and from 10/10.30pm to
go to clubs
Some go straight to a club,
others go from pub to club
Mostly Thursday Saturday
evenings
.
Setting
All drink with other people
friends, people they know well
or close family
Group sizes vary from 2 20
Female respondents often
spoke about we in relation
to drinking behaviours, whilst
males often said I when
describing these
S o m e g r o u p s h a d
moderators who looked out
for the groups members and
stayed sober
Who
Some felt drinking anywhere
before final destination is pre-
loading
Some fel t it was a safer
environment to drink at home &
limit time in NTE as they could
control the environment at
home but not in NTE
Pubs are too loud to talk in
There are idiots about
Clubs: Casino, Bliss
Pubs that stay open late and
have music: The Edge, City Wall,
Churchills, Tap n Tin
Where
Women want to be in a safe
environment
Generally they did not actively
moderate drinking using specific
techniques
Alternating is done to try not to
get too drunk
Some took limited money to
reduce spend & drinking this
often failed as others lend money
or buy drinks
Dislike losing control, losing
possessions, fights, being sick
Many woul d pr efer soci al
confidence without drinking &
resent spending money
Moderating
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify who is most in
need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

Shareholders not just stakeholders
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify who is most in
need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

Now youve engaged & learned from your customers
Now its time to keep learning by
designing responses together
TONIC Insight
Methodology
1. Goal focused: Track back from
ultimate outcomes

2. Knowledge Capture: Find out
what is already known, what works
& what doesnt

3. Engage: Find, Gather Insights &
Learn from target audience

4. Target: Identify who is most in
need

5. Buy-in: Create Shareholders

6. Design: Use these building
blocks to co-design an impactful
response

7. VFM: Impact Evaluation built-in

Design your response around measuring impact on your outcome & VFM
Repeat survey annually
Capture spend / unit costs
15