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Reducing intoxication on licensed premises is an important aim of the New Zealand host responsibility programme. A comprehensive programme of evaluation research is detailed, outlining the evaluation, development and ongoing monitoring of a campaign towards reduction of intoxication, based around television advertising. As part of stakeholder interviews, managers of licensed premises identified that they found reducing intoxication a difficult issue to deal with and they were hindered by the lack of drinker awareness of the legal responsibilities of bar staff. This lack of drinker awareness was confirmed by a subsequent survey. A campaign consisting of television advertising, posters and cards listing signs of intoxication was developed and pretested to ensure it had sufficient appeal and communicated the correct messages. Response to the campaign was assessed via surveys with the 18±55-year-old target age group and managers of licensed premises. Public awareness that barstaff could not serve intoxicated patrons increased markedly and managers were positive about the campaign. The role of this campaign in relation to other strategies to reduce intoxication is discussed.

Evaluation of a New Zealand campaign towards reduction of intoxication on licensed premises