Know the Code

Safer Communities Torbay first launched the 'Know the Code' campaign back in July 2005 to promote safe and responsible drinking in Torbay. This was in response to a piece of research conducted in 2004 called No Limits to find out about young people's drinking in Torbay and their views regarding alcohol. The results provided important information with regards to the risks that young people were taking as a result of their alcohol use and the impact this may have on local services.

The aim of the No Limits survey was not to attempt to stop young people drinking, but to ask young people for their views on what might encourage sensible drinking.  650 questionnaires were sent out to different agencies and schools throughout Torbay with 434 completed and returned (representing approx. 3.3% of young people within Torbay).

What would encourage young people to drink sensibly?

What young people said in the No Limits report...

• "There is nothing in Torquay to do... there are lots of pubs though!" Female 13
• "I don't think there is anything anyone can do, because everyone tries it. But then it gets boring and people know that they look stupid and it isn't a good thing to do." Male 16
• "When society changes its opinion and perception of alcohol young people might as well." Female 17

Key findings

• 85% of 15 to 16 year olds reported drinking once a week.
• 198 of the 434 questioned drank mainly at home, with 70 drinking regularly in pubs and 29 in clubs in Torbay.
• 81 young women said that they walked home alone after drinking. 8 said they had been victims of sexual assault. 10 said that they had been victims of sexual harassment.
• Evidence from the report also showed that drinking increases the risk of being involved in anti social behaviour.

Outcomes

Following the publication of this research an action plan was drawn up with the primary aim to promote the concept of safe and responsible drinking across the community of Torbay. The main thrust of the plan was to reduce harm through safe and sensible alcohol consumption rather than prevent or prohibit, which is unrealistic in a culture where drinking alcohol is the norm and associated with fun, sociability and relieving stress.

From this work the Know the Code campaign was developed to target young people, their role models (i.e. young adults 18 - 25 year olds), parents and the licensing trade.

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The launch of Know the Code

£25,000 was initially invested in a marketing campaign - funding was largely provided by Torbay Health and Social Care Partnership and Safer Communities Torbay.

Three companies were invited to submit their ideas for a campaign to a large multi-agency panel that included young people from Westland’s School.  The company that was successful in this process was Gendall Design with a campaign called Know the Code. The panel was particularly impressed with the strong imagery, powerful messaging and Gendall’s overall approach to the campaign.

The marketing campaign initially comprised of 7 different posters, with each poster targeting a specific audience in relation to safe and responsible drinking. An additional poster relating to fire safety "if you get home in a haze, don’t start a blaze" was added to the portfolio in partnership with Devon & Somerset Fire & Rescue.

Banner stands, A-Frame Trailers, bus advertising, beer mats, carrier bags, wristbands, keyrings, pens, stickers, T-shirts, balloons and information booklets all completed the overall campaign and posters now appear in licensed premises, Torbay’s Connections offices, Doctors surgeries, schools, youth group settings and hospitals just to mention a few.

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After the launch

The initial focus of the campaign targeted the personal safety of young people with further efforts then focused on highlighting the role of parents with messages such as "how are your kids getting home tonight?" and "don’t forget when you drink, kids see more than you think"

An additional £20,000 was secured from Government Office South West as part of the Excellence & Innovation Funding.  This money funded the educational inputs into schools throughout Torbay and additional posters and merchandise.

Other authorities have purchased the campaign for use in their area with the revenue generated from selling the campaign invested in sustaining the campaign locally.

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Useful Contacts

Useful numbers and websites that offer information, advice and counselling on alcohol and drug issues:

Alcoholics Anonymous 0845 769 7555 (National Helpline)

Alcohol Concern 020 7264 0510

Brixham Y.E.S. 01803 851414

Checkpoint 01803 200100

Chill’d Out 01803 294826

Connexions Torquay 01803 200200

Drinkline 0800 917 8282 (National Helpline)

Drug and Alcohol Youth Worker at Torbay Youth service 01803 208208

FRANK 0800 77 66 00 (Lines are open 24 hours)

Shrublands (access to medical treatment) 01803 291129

Torbay Alcohol Services (for over 18's) 01803 604334

Young People & Substance Misuse

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