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Alcoholic Drinks: Health Education

Volume 478: debated on Monday 23 June 2008

To ask the Secretary of State for Health how much has been spent on the Know Your Limits campaign; and what (a) mechanisms, (b) baselines and (c) targets have been established to measure the effectiveness of the campaign. (207033)

On 19 May 2008, the Government launched the first major advertising campaign to raise awareness about units and to help people to estimate how much alcohol they drink. The Government will spend £10 million this year on national alcohol campaigns.

We have a number of tools in place to evaluate the effectiveness of the Know Your Limits (KYL) campaign:

throughout the campaign's development we have tested potential messaging in independent qualitative creative development research to ensure creative material engages and resonates with the target audience;

we have quantitative campaign tracking research in place which will measure pre to post shifts in awareness, understanding, attitudes and motivations towards alcohol consumption in response to the campaign and will continue to measure these factors throughout the campaign's life. We will be able to benchmark these results against other Government campaigns when establishing targets; and

the campaign will also be evaluated in terms of how effectively it generates responses and requests for further information and advice through online, phone and face to face services. These data will again be benchmarked against other Government campaigns to aid target setting.