Understanding the emotional drivers around alcohol drinking habits and the motivations for behaviour change
Project aims:
A communications agency wanted to understand what might motivate people to reduce their drinking, and to test out some early campaign ideas.
Inclusively and Common Collective conducted 10 ethnographic interviews with people drinking between 14-50 units per week, aged 55-75 and living in different parts of the country. We created a safe, non-judgemental space to explore this topic.
We explored people's habits around alcohol, motivations for drinking or drinking less, and factors that influenced them around drinking.
We explored responses to information about health harms and potential habit changes around drinking less. Finally, we presented campaign ideas for feedback.
Project approach:
We used behavioural models to map out people's motivations for, and barriers to, habit change and identified the levers that were most (and least) likely to be effective in a campaign.
We needed to produce fast insights to inform active campaign development, so we worked closely with the team to share emerging findings.
Impact and outcomes:
We then worked through these findings with the team in a collaborative workshop, and provided insights and suggestions for their campaign development, informed
The team used our insights to refine their campaign ideas and approach to most effectively support people in reducing their drinking.
Thank you:
Thank you to those who took part in the research and shared so honestly about a topic that can be difficult to talk about. Thank you also to the Uncommon team for their engagement with our findings and for working so flexibly and collaboratively in a short period of time!
Team:
Charley Pothecary - Inclusively
Katherine Jennings - Common Collective
Caroline Rogers - Common Collective