To reduce underage kerbside drinking in North Tyneside and build local social marketing capacity and skills.
North Tyneside has one of the highest rates of alcohol related incidents and hospital admissions in under 18s in the country. The project was one of 10 UK Learning Demonstration Sites for the Department of Health.
Primary and secondary research including interviews, youth workshops, comparative review, service mapping and a feasibility study, pre and post questionnaire to 3000 students.
Partnership recruitment and stakeholder engagement programme
Dedicated youth engagement programme to co-create the campaign
Media, PR, and community events
Primary research identified three main drivers for underage street drinking;
Young people and retailers were placed at the heart of the development process to create a two pronged approach;
35 partners including the PCT, Council, Trading Standards, Licensing, Northumbria Police, Positive Futures, Wallsend Boys Club, Youth Services, Extended Schools, local retailers, Aida, Northumbrian Water, Voluntary Organisation Development Agency, arts and leisure organisations.
The project has gone from strength to strength and is now in its second year, with almost 400 young people taking part each week, and 24 retailers signed up. It has been rolled out to other areas and has recently been awarded £150,000 to