Say Yeah, Nah Alcohol Moderation Campaign
The fourth phase of the HPA alcohol moderation Say Yeah Nah/Ease up on the drink campaign launched yesterday. (January 10).
The aim of the ‘Say Yeah, Nah’ marketing is to contribute to changing New Zealanders alcohol consumption behaviour from the current norm of high risk drinking, to one of moderation. To facilitate this change the marketing has provided New Zealanders with a verbal shorthand to refuse a drink ‘Yeah, Nah’, encouragement to back their mates who are trying to ease up and a normal and popular way of moderating alcohol intake (Not Beersies/water).
Phase four consolidates and makes visible the desired behaviours from the first three ‘Say Yeah, Nah’ phases.
When it comes to a night out, the people who have the best time are the ones that use simple moderation tools such as drinking water to temper their drinking and go the distance.
Phase four of the campaign is led by a 30 second TV commercial which centres around two blokes competing for the attention of a girl at a backyard party. One bloke puts himself out of the race by drinking too much alcohol, while the other triumphs by easing off the beersies and drinking water instead. The message?..Go the distance. Ease up on the beersies.
The TV advertisement will play on TV1, TV2, TV3, FOUR and SKY Sport. It will be supported by online video placement, bar, stadium and festival advertising, social media presence and online search activity. The majority of advertising activity will run until the end of March 2016.
The primary target audience for the Say Yeah, Nah marketing is medium and high risk drinkers aged 18 to 35 who are open to change (ie, they want to drink less).
HPA regional managers will be encouraging community groups and regional health promoters to back the campaign. Posters and existing Not Beersies merchandise will be available to support these efforts.
Say Yeah, Nah campaign – Permission to ‘Ease up’
Building on the previous ‘Ease up’ campaign this new phase, branded ‘Say Yeah, Nah’, focused on giving people who want to ease up the social permission and language to do so.
‘Say Yeah, Nah’ was a verbal shorthand people could use to refuse a drink or say no to another drink. Using the uniquely Kiwi expression is a way of saying no that people can identify with. It made saying no more socially acceptable.
‘Yeah’ is about "I want to hang out with you and I’m up for a good time" and ‘Nah’ is "I don’t feel like another drink". 'Say Yeah, Nah' reinforced that it is not acceptable to hassle someone who doesn’t want another drink and encourages people to ‘back’ their mates who are trying to ease up.
The aim of the campaign was to normalise more moderate use of alcohol. A significant barrier is the fear that people won’t be accepted by their mates if they decide they don’t want to drink or continue drinking. This fear of being socially excluded may stop people from moderating their drinking.
The campaign promoted that it’s possible to ease up and still have a fun night with friends - you don't have to drink to have a good time. It also reinforced respecting people’s choice not to drink and to back your mates who are trying to ease up.
'Say Yeah, Nah' launched with a television commercial on the main channels and was followed up by local communities leveraging off the national campaign with their own initiatives.
Helpseekers’ campaign - 'Yeah' or 'Nah'?
This new helpseekers’ campaign invites heavy drinkers to answer a few questions about the consequences of their drinking and call the Alcohol Helpline if they find themselves answering ‘yeah’ more often than they would like.
It ties in nicely with the Say Yeah, Nah campaign by using the terms ‘Yeah’ and ‘Nah’ and it is intended that each campaign will add value to the other. As well as radio advertising, ads will be placed in magazines popular with the target audience.
There will also be a significant online presence where people will be encouraged to either call the Helpline or use the tools available on alcohol.org.nz.
Posters and other supporting material, suitable for Emergency Departments, general practice and other health settings are also being developed.
And, if you are concerned about your own or someone else’s drinking, the Alcohol Helpline provides a professional and confidential service. The number is 0800 787 797.
Listen to the radio ads: