Know the code

In July 2005 Safer Communities Torbay launched the 'know the code' campaign to promote safe and responsible drinking in Torbay.

Promoting safe and responsible drinking in Torbay
Know the code started in 2004 when a piece of research was conducted called No Limits to find out about young people's drinking in Torbay and their views regarding alcohol. The results have provided important information with regards to the risks that young people are 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). Torbay’s Youth Offending Team (YOT) have just recently returned to the same agencies and schools throughout Torbay with a revised questionnaire asking the same young people if their drinking habits and view of alcohol have since changed and if they are aware of the ‘know the code’ campaign.

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 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 is 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, associated with fun, sociability and relieving stress.

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

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. Recently a new poster relating to fire safety ‘if you get home in a haze, don’t start a blaze’ has been added to the portfolio in partnership with Devon Fire & Rescue.

Banner stands, A-Frame Trailers, bus advertising, beer mats, carrier bags, wristbands, keyrings, pens, stickers, T-shirts, balloons and information booklets complete the overall campaign.

The campaign was launched on the 9th July 2005 at Princess Gardens, Torquay. The launch involved local bands and an alcohol free bar. The event attracted local press radio and tv coverage, attracting in excess of 1,000 visitors throughout the day. The launch was supported by local businesses with particularly strong support from the licensed trade providing the bar, non-alcoholic cocktails, food and staff to assist in the day.

Brixham Happ’nin the following weekend also provided an opportunity to further launch the campaign.

The posters now appear in licensed premises, Torbay’s Connections Offices, Doctors surgeries, schools, youth group settings and hospitals just to mention a few. Media coverage of the campaign has been extremely supportive, taking every opportunity to remind the public of the key message of promoting safe and responsible drinking - ‘ Don’t let alcohol ruin your night’.

Campaign Measurement
Early results of the campaign has seen 1,500 young people receiving additional educational inputs into schools in Torbay, with a further 4,500 scheduled before the end of March 2006.

Violent crime in Torbay has reduced by approximately 17% compared to last year.
After running a workshop on the campaign at the Government Office South West’s Annual Conference June 2005, there has been widespread recognition by other local authorities that the campaign is an example of good practice, with Stroud District Council already purchasing the Know The Code campaign.

A follow up to the initial No Limits Report is currently underway with 3,000 questionnaires being completed across Torbay. The questionnaires will provide a comparison to the original report and a measure of what young people remember from the Know The Code campaign. A report will be produced by the end of March 2006.
Two events in December 2005 were organised to raise awareness of the campaign prior to the festive season and invite members of the public to share their views about the campaign and whether they feel it has made a difference.

Future Sustainability
The initial focus of the campaign has targeted the personal safety of young people but further efforts are now focusing 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 has funded the educational inputs into schools throughout Torbay and additional posters and merchandise.

Other authorities are currently in negotiations with a view of purchasing the campaign for use in their area. Any revenue generated from selling the campaign will be invested in sustaining the campaign locally.

It is clear that the campaign is strong and attractive to a wide range of agencies and is anticipated that continued partnership involvement and funding will ensure the future success of the project.

Further Information
Please contact Rachael Powell in the Safer Communities Office on 01803 841274 / rachael.powell@torbay.gov.uk.

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

Brixham Y.E.S.
01803 851414
Under 18’s alcohol and drug worker available by appointment

Checkpoint
01803 200100

Chill’d Out
01803 294826

Connexions
01803 200202

Drinkline
0800 917 8282 - National helpline

Drug & Alcohol Education Youth Worker
01803 208281

Shrublands
01803 291129
Access to medical treatment

Torbay Youth Offending Team Substance Misuse Worker
01803 201655