City Pilots: An Evaluation of a Drinkaware IBA in a Community Setting
This report summarises the independent evaluation of a series of IBA events held during November and December 2022 in Salford and Bolton.
In partnership with Budweiser Brewing Group UK&I, Drinkaware delivered a series of IBA events in late 2022, in Salford and Bolton. These two areas have been identified as over indexing in key measures of alcohol harm versus the national average. The overarching aim of the intervention was to help those at risk make more informed choices with regards to alcohol consumption.
Qualitative research was required to provide an independent assessment of the IBA events in Salford and Bolton. The events included a digital scratchcard and handing out ‘goodie bags’ containing a unit/calorie calculator wheel, unit measuring cup, trolley token and pen.
This evaluation considers findings from a small sample to understand whether the intervention proceeded according to plan, the impact of the intervention on the members of the public involved, and what is needed for wider similar schemes in the future.
What did we find?
The IBA events can be considered a success, with human interaction playing a key role in this success. The response rate exceeded expectations and there is evidence of participants making more considered choices about alcohol.
The Budweiser logo was a key draw initially, piquing curiosity. The goodie bags then further encouraged people to visit the stand, enabling staff to open a dialogue. Finally, the Drinkaware branding helped to reassure participants. Evidence of some initial scepticism regarding Budweiser’s true motivations, however the co-branding with Drinkaware and reassurance from staff largely allayed any concerns.
The informal, non-judgemental tone was clear and resonated strongly with the target audience. The information and advice provided was pitched at the correct level and considered trustworthy. In the follow-up interviews with participants, recall of the information and advice was high.
The majority of participants who initially claimed they would make a change, had done so.
For more information, you can download the full report below: