An evaluation of the self-help leaflet [pdf] direct marketing in the East Midlands found that the approach 'was very effective, and efficient in terms of return on investment'.
See the report Alcohol Self-Help leaflet - Learnings for Commissioners [pdf]
The report made a number of key findings and recommendations including:
- The fact that recipients were required to request the leaflet, and the whole 'self-help' approach, appears very effective in reaching those who have underlying concerns and have recognised a possible need to make changes ('Contemplators').
- The ability to calculate unit intake and relate this to health risks (and financial implications) was very impactful and used by many recipients.
- More detailed local information regarding the further support available could enhance future campaigns.
See here for more on Social Marketing and the East Midlands alcohol programme.
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