TOO YOUNG TO DRINK PARTNERS QUESTIONNAIRE - PRELIMINARY REPORT

by Stefania Bazzo, 20feb15

Fifteen partners belonging to various countries in different continents responded. In Europe, we got
responses from UK, Poland, Russia, Finland, Italy, Malta, The Netherlands, Turkey, Romania. In America,
from Canada and USA. Ghana in Africa and Japan in Asia. One respondent was an international partner
(covering Germany, Brazil, Madagascar, Portugal).
Personal reaction to the visuals
In general, respondents recalled positive reaction towards the visual. The visual was considered well done,
very graphic, eye catching, well receiving, able to get attention, quite innovative, simple, powerful. The
message was considered clear. Respondents felt the visual strong, provoking, moving, poignant, exciting,
dramatically beautiful, courageous, impressive, but in a positive way, as it helps to evoke the seriousness
of the topic and added a shock value to the message of dont drink while pregnant. One participant was
a little worried about the possible reaction of the citizens, who might find it too shocking.
How the visuals were used
As for print materials, most of respondents used banners and some used also posters and leaflets. These
materials were displayed in two different kinds of settings: community settings (events targeted to the local
and general community), and scientific/professionals settings (conferences, meetings, seminars). Materials
were also used within the local initiatives for FASDay. Many respondents displayed the visuals in busy and
important places (squares, stations, markets) and/or buildings of their cities; other displayed and/or
distributed materials in public and community locations (schools, hospitals, pharmacies, shops, cinemas,
parishes, parks) and during events targeted to citizens (like a mocktail/coffee event, or sport games). One
partner distributed also additional information about the campaign and basic information on FASD. Visuals
have also been distributed to health professionals. Most partners used the Internet and social media
(Facebook, Twitter) to disseminate the visual and the pictures made. Materials have been displayed and
embedded in the organizations websites, or have been displayed in events that have been streamed online
in the Web. TV channels, radio stations and magazines showed the visuals and discussed the topic, press
releases were made.
Estimated number and kind of people involved in the launch action
Partners estimated an active involvement in the action ranging from a few people to about two hundred. In
some cases they declared it is difficult to estimate how many people were involved.
They included:
- board and staff members from partners organizations;
- health professionals (including health promotion and preventions specialists, physicians,
pediatricians, obstetricians, nurses);
- psychologists, social workers, teachers, educators;
- students;
- pregnant women, community members;
- parents of children with FASD, adults with FASD, members of the abstinence clubs, adults who
have struggled with alcohol;
- media personnel, marketers, journalists, one volunteer photographer;
- members and employees of public offices and local institutions;
- catholic priests;
- other volunteers belonging to collaborating NGOs.
Estimated number of people who saw the visuals
Many respondents considered it difficult to estimate the number of people who saw the visuals, as they
were spread using the Internet and Social Media. The estimated number of people who saw the visuals
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ranges from approximately 100-200 individuals to thousands, like more than 30,000 in Japan and 200,000
in the area of Sosnowiec (Poland). However, in some areas numbers can be higher: for example, in Poland,
a regional newspaper published a poster of campaign in Silesia Region (Poland), where live 4 million people.
It was noted that monitoring the diffusion of the visual in the Internet and among Social media will help to
provide more detailed data about the diffusion.
Target audiences reaction to the visuals
Most respondents stated that, in general, the audience had good, positive reactions to the visual. People
were interested, appreciated and approved it.
Respondents recalled that many people, especially in the general community, expressed surprise, shock,
wonder, as most people werent aware of the problem. According to some respondents, the audience was
disturbed by the image in a positive way, as the visuals caught attention and were a way to raise awareness
of the issue, leading people to stop and think about the importance of the issue.
Other respondents said that the visuals have been a way of information sharing, an opportunity to start
conversations about alcohol and pregnancy and open up discussion.
As for the target of professionals, respondents reported mixed reactions. Some professionals
(psychotherapists in one of the involved areas) said that the visual could cause a sense of guilt in patients
who had once undergone abortion. Another feedback from one area in Europe reported that Too young to
drink might be a confusing message, as could be confused with advocacy to increase legal drinking age.
A comment about this campaign
In general, respondents referred to the campaign as a success: the campaign was considered useful,
wonderful, important, innovative, impressive, needed, well designed and organized, taking time but
relatively easy to participate.
According to many, a great strength of the campaign was given by the visuals. Another important
recognized strength was that it was an international, world-wide effort that involved volunteers and the
community at a global level to prevent FASD. Other strengths were the fact that it provided material to
motivate and initiate a campaign, helped to start conversations about the issue and helped to do local
campaigning.
As for weaknesses, two main were observed: first, the lack of translations of the materials in all the
involved local languages; second, the secrecy of launch and the lack of time to lobby for wider coverage on
the national media.
Other single comments regard the risk that the use social media could be a limit to the dissemination of the
campaign, the difficulty of using a Guerrilla action in some cultures, the costs of the action, that could be
perceived as high, the need of more connection with Public Health Organizations, the possible limited
influence of a bottle visual among the adult audience compared to young audience (a glass visual could
be more effective among adults), the need of more explanation for the population about the link between
alcohol and FASD, the need to do more and make this campaign ongoing at every opportunity.
Suggestions for next time
Respondents are willing and interested in continuing working together for the action of next year, to
sustain the awareness and interest for the issue. One important step is having all the materials translated
in the involved local languages. It is considered important:
- to stay more in link with the other organizations to share ideas, thoughts and resources;
- to define the plans of the action earlier in the year, in order to have more time to better organize
the participation;
- to define a more detailed scenario of possible actions of the campaign before the start, that could
be facilitated through a meeting of the leaders of the campaign;
- to be allowed to inform the press ahead of time, to make people aware that something is
happening.
As for the materials of a future campaign, it would be of help to use images targeted to specific age groups,
to make printer friendly materials and to prepare new video materials. Incorporating local images and
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or/the visuals of other campaigns (encouraging local images and logos, to identify participants to the global
action), could be very of help to make people recognize that it is part of a global action: the images should
be collected on a website (by a website manager who can upload them on the Internet and Social media).
As for the dissemination instruments, it could be useful to use SNS (social networking service), to put URL
on the visual or QR code for easy access. It is considered important to reinforce the action of September 9
by maintaining attention throughout the year.
Also, it is considered useful to more actively health professionals, and to use visual materials in hospitals,
ambulatories and so on.
Last, it is of help to evaluate the impact of this campaign, at their different levels (reach, exposure,
resources, etc.).