MEAS ran a comprehensive advertising campaign in the lead-up to St. Patrick’s Day, 2005 to combat under-age drinking and challenged adults to examine if their attitude to alcohol is adversely influencing their children.
The campaign featured radio and newspaper advertisments that carried a varied of messages including:
- An appeal to off-licensees to take great care not to sell alcohol to under 18s
- An appeal to adults not to purchase alcohol for under-age teenagers and
- An advert aimed at young adults urging them not to over-indulge in alcohol.
Research undertaken by Behaviour & Attitudes Marketing Research Limited last year revealed that:
- 1 in 3 of 12 /13 year olds, 2 in 3 of 14 /15 year olds, and 4 in 5 of 16/17 year olds consider it easy to get alcohol
- the youngest group take it from home or get it from friends
- by 14/15, many will approach strangers to buy it from them, and
- 16/17 year olds say they use these various sources, with some confident enough to buy from licensed premise
Click on the links below to listen to the radio advertisements:
To view the St. Patrick's Day Newspaper Advertisements click on the links below:
