CTP823 Alcohol and Families: Research and Social Marketing Campaigns

Derbyshire County Council is seeking a provider with a proven track record over 3 years, to deliver a combined research and social marketing campaign(s) in the county of Derbyshire (excluding Derby City) to address the impact of parenting on alcohol use to commence on 1 April 2017.

Research will secure an evidence base to identify the attitudes, beliefs and values around parenting and alcohol across: • the diverse communities across Derbyshire • different generations • different genders • different socio-economic groups • specific targeted localities

The research in Phase 1 will determine the design of the social marketing campaigns, target cohorts and precise messages (Phase 2) which will be directed at the parents', carers' and grandparents' attitudes and behaviours towards alcohol in order to influence their parenting styles and improve the health outcomes for the children and young people of Derbyshire.

Aim of the service The aim of the service is to achieve the required outcomes in relation to Derbyshire children's alcohol use in future, which will result in improved indicators (e.g. under 18's alcohol-related hospital admissions) by providing specific, researched and evidence-based social marketing activities, targeted at the 'significant adults' in families (parents, carers and grandparents), in order to influence their parenting style in relation to alcohol.