Alcohol and Drugs

This is part of the 'Alcohol. It's No Joke.' campaign. They
have their own YouTube channel, so that their videos
may get promoted virally.

The importance of research
Good market research into the specific target group you want to reach can tell you two things. Firstly what you need to do to change their behaviour. This could be in terms of information, skills, attitudes or improvements in services. Secondly, it can also tell you how to reach them. This is particularly important if they aren't interested in what you have to say. In this case they aren't likely to pick up your leaflet or notice a poster. But if you start from what they're interested in, you may be able to engage them in health this way. Below are some examples of how this might be done.

Pop music
The history of popular music is also the history of drugs in many ways. Each different style having it's own drug of choice. This offers both challenges and opportunities. For more information about using music for health purposes click here.

Written word
Comics have been used for many years as a way of educating young people about drugs and alcohol. Those produced by he Lifeline Project are particularly well known. However, you may also want to consider other the possibilities of formats such as magazines, romantic novels or even 'car' manuals. For more information, go to other pages on this website. A good place to start is here.

The UK Department of Health have worked with comics to produce the Alcohol. it's No Joke campaign, highlighted above. For more general information about how to use comedy click here.

Computer games
There have been a range of computer games around health topics. For more information about producing your own click here .

The professional game throws up some interesting issues around how alcohol and other potentially unhealthy products are promoted in the UK. For information about how the 2010 World Cup was used by commercial forces click here. I also discuss how health workers can use the next tournament for their own purposes. For more general information about football and health click here.

Fashion and beauty
Fashion is intricately tied up with going out for the night. Different clothes shops will appeal to different target groups, and therefore maybe good venues for promoting information on drugs or alcohol. For more on fashion click here.

(For references click here and links click here.)

To download the whole 180 page report on using popular culture to tackle health inequalities click here

To download the PDF software to be able to view these files click here