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What about you?


What about you What about you What about you What about you

Did you know:

  • 50 % of young kiwis (15 – 17 years) think getting wasted is unacceptable.
  • Two out of three young kiwis (15 - 17 years) will choose not to drink alcohol this month.
  • Three out of five young kiwis (15 - 17 years) don’t think binge drinking is a part of kiwi culture.
  • Three out of five young kiwis (15-24 years) drink less than once a week.

Research indicates that problems related to alcohol abuse amongst adolescents is on the rise in New Zealand. Research also shows that using social norm marketing to communicate factual information on behavioural norms can alter people’s behaviour.

The "What About You?" campaign aims to use social norm marketing to challenge students’ misconceptions of peer drinking norms, to lead to a positive change in drinking behaviour. The focus of the campaign has been to promote real facts about low risk drinking behaviours that are common amongst most young Kiwi’s aged 15 – 17 years. The messages were selected and further developed for delivery that engaged youth on the basis that they were realistic, encourage less harmful drinking practices and also covered a spectrum of drinking behaviours, such as binge drinking, frequency of drinking, drunkenness and amount of alcohol consumed.

The campaign has been developed by Tauranga City Council and Safe City in collaboration with student focus groups from the Western Bay of Plenty. Mount Maunganui College, Te Puke High School, Papamoa College, Bethlehem College and Aquinas College have been involved this year with Katikati College and Tauranga Girls College eager to come on board early in 2017 to encourage further student-led development and delivery across the Western Bay of Plenty.

The concept of the campaign is based on international best-practice and was conceived with the purpose of using social norm marketing to challenge students’ misperceptions of peer drinking norms, to lead to positive change in drinking behaviours.

Find out what alcohol is, what it does to you and your mental health.


Published: Friday, 04 Nov 2016 12:00 by Tauranga City Council


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