The Department of Health this week launched a range of materials, tools and guidance to support the development and delivery of alcohol interventions and social marketing for England. Download the 'Alcohol Social Marketing For England. Further tools, support and guidance' toolkit or access it and other resources from the Alcohol Learning centre Social Marketing page.
A particular programme of work has developed a 'market segmentation tool' to assist PCTs and commissioners understand, identify and target particular groups:
"...audience segmentation is an essential part of social marketing. Our campaign activity aims to target increasing and higher risk drinkers but in many areas, this could be a substantial proportion of the local population. There is no 'one size fits all' approach that will reach all of them.
The segmentation tool has been designed to help you identify your priority audiences by defining different segments and providing information about what they are like. You can search the data by PCT, segment and postcode, to find all postcodes in your PCT where priority segments are located. Use this to target each segment with the most cost-effective and appropriate communications which will greatly increase your chance of changing their behaviour."