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In December 2005, Citysafe partners (Liverpool’s Crime and Disorder Reduction Partnership) ran a pre-Christmas alcohol misuse awareness campaign entitled ‘Respect Alcohol, Respect Yourself’. In light of the growing concern about alcohol misuse in Liverpool, a half-day seminar with the Liverpool Partnership Group was run in September 2005 to increase understanding of the impact of alcohol-related harm in the City, agree key common actions to address this, and develop a social marketing campaign to raise awareness of the dangers of alcohol misuse. The effects of alcohol misuse cost the NHS in the North West an average £400 million per annum, and in 2007 70 per cent of Accident and Emergency (A&E) admissions on some weekends in Liverpool were alcohol related. In addition, crime attributed to alcohol in Liverpool was amongst the highest in the North West.
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Three months after the campaign, 60 per cent of cabin visitors felt that the cabin had some impact on their drinking behavioursīinge drinking in Liverpool was estimated as the highest in England in 2007, with an estimated 28 per cent of Liverpudlians being binge drinkers (defined as drinking 8 or more units in a day for men and 6 or more units for women).70 per cent stated they were likely to look for other non-alcoholic options in the future.41 per cent of visitors said they drank less that evening following their visit to the cabin.84 per cent of visitors felt it had an impact on their own drinking behaviours.3,000 visitors to the Chill Out Cabin, over 19 nights.This was supported by health and safety messages sent by Bluetooth, messages projected onto buildings in high-density drinking areas and promotion of the night bus service. The cabin provided an alternative to alcohol – giving visitors time to relax and consider how much they had been drinking.
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Visitors were offered free mocktails and could take part in a range of entertainment. In 2007, Liverpool PCT and its key partners launched an innovative social marketing campaign that aimed to encourage students to behave responsibly towards alcohol consumption.īased on Social Norms Theory and the Social Learning Model, a ‘Chill Out Cabin’ was opened in the city centre on nights popular with students.