Responsible drinking test 2012
- Pre-Post TestSurvey n.29496
GfK Eurisko
Milan, July 2012
Background, objectives and methodology
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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Backround
Diageo was one of the first corporate involved in making the consumers aware of the
responsible drinking:
 During May 2006 Diageo promoted several activities with the name “Sono Guido e stasera
non bevo” in order to educate the younger consumers about the “Designated Driver”: the
person who decides not to drink during the night and so can take friends home – by car;
 In May 2007 and in July 2008 Diageo promoted some events both called “Guida il tuo
team” and in summer 2009, with the name “Stasera guido io” another with the same
purpose;
 After the success obtained in the previous four years, Aci and Diageo, under the
sponsorship of Ministero della Gioventù, for the summer 2010 and 2011 promoted a new
campaign, called “Divertiti responsabilmente”.
The same campaign “Divertiti responsabilmente” has been repeated in summer 2012 by Aci,
Diageo, under the sponsorship of Ministero per la Cooperazione internazionale e
l’integrazione and in partnership with Umberto Veronesi Foundation and Abarth – Fiat
Group.
The activity, with the purpose of promoting the concept of responsible drinking in a cool, actual,
and enjoyable way, took place in the Italian ACI offices and in different venues spread on
several Italian cities.
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The activity
4
During the on trade activities (which took place in June and July), in each venue a
dedicated corner called “Divertiti responsabilmente” was set up. A team of hostess
welcomed the clients and made them aware of the importance of responsible
drinking and the advantages of choosing a designated driver.
The tools used to support the campaign were:
•
safe driving simulator provided by ACI
•
communication material such as leaflet…
•
the website and the Facebook page of the campaign
•
the initiative “Guida il tuo video” : the hostess very briefly interviewed some clients on
the promoted activity and video registered the interviews that were then uploaded on
Facebook.
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Study objectives
5
The main objective of the study is to check the impact of the activity on the target in
terms of “changing behavior” (i.e. usage of a Designated Driver).
In addition, we collected:
• opinions about the subject “Drink or drive”
• the overall evaluation of the event “Divertiti responsabilmente”;
• the opinions about the usefulness of the activity;
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Methodology (I)
6
The research was split in two phases:
 Pre-test:
We collected data on attitude and behaviour regarding the “drink or drive” issue before the
activity, which we can define as time zero, so as to obtain a benchmark to determine the
impact. Interviews were conducted in two venues in Torino, Trecate (Novara), Santa
Margherita Ligure (Genova), Agrate Brianza (Milano) where the activity took place, in
June. In each venue a team of interviewers contacted the person exposed to the activity. At
the end of a short interview, the interviewer asked the respondent whether he would have to
take part for a further step, approximately 6 weeks later.
 Post-test:
Respondents of the first phase were interviewed 6 weeks after the first interview (and
exposure of the activity “Divertiti responsabilmente”) in order to measure the same indicators
recorded during pre-test.
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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Methodology (II)
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Universe
The universe of reference was composed by car users, alcohol drinkers, male and
female, aged 18-34 y.o., exposed to the activity called “Divertiti responsabilmente”.
Sample
The sample of the Pre Test phase was composed by 131 people, aged 18-34, exposed
to the activity «Divertiti responsabilmente». The sample of the Post Test phase was
composed by 70 out of 131 interviewees in the Pre-Test. All respondents are drivers and
alcohol drinkers.
Methodology
Pre-test: was carried out using PAPI methodology(Paper Aided Personal Interviews).
Post-test: was carried out using CATI methodology (Computer Aided Telephone
Interviews).
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Sample profile
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Sample Profile – Age groups, sex and marital status
Base: total respondents - 18-34 y.o., % Values
RESPONDENTS IN THE
PRE-TEST
N=131
Sex
Men
64
Women
66
36
Age groups
18-21 y.o.
34
25
22-28 y.o.
20
60
69
15
29-34 y.o.
11
Marital status
Single
70
71
27
With partner but not living together
Married / living together
2
Other
1
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RESPONDENTS IN THE
POST-TEST
N=70
26
3
9
Sample Profile – Educational level and occupation
Base: total respondents - 18-34 y.o., % Values
RESPONDENTS IN THE
PRE-TEST
N=131
Educational level
University degree
RESPONDENTS IN THE
POST-TEST
N=70
22
21
High school
65
60
Secondary school
13
19
Occupation
Entrepreneur, free-lancer
18
14
Craftsman, shop owner
2
-
Executive, cadre, manager
2
-
White collar, teacher
19
Blue collar
19
Student
20
28
33
Other job
6
Unemployed
5
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2
7
10
Behaviour concerning drinking or driving
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Transport used to go out during a week-end night
Q.3 – Usually, how do you go home at the end of the night during the week-end (including Friday evening)? (*)
Base: total respondents - 18-34 y.o., % Values
RESPONDENTS IN THE
PRE-TEST
N=131
To go home during the weekend they usually use:
85
Their own car
A friend’s/their partner’s car
Motorcycle / scooter
15
4
Taxi 1
(*) QUESTION ASKED IN THE PRE-TEST ONLY
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Number of drinks usually consumed in a week-end night out
Q.2 - Usually, when you go out at night during the week-end (including Friday evening), how many alcoholic drinks do you consume on
average? (*)
Base: total respondents - 18-34 y.o., % Values
RESPONDENTS IN THE
PRE-TEST
N=131
1 drink
37
2 drinks
39
15
3 drinks
4 drinks
4
Over 4 drinks
5
Mean: 2 drinks
(*) QUESTION ASKED IN THE PRE-TEST ONLY
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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The choice of the “Designated driver”
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The choice of the «designated driver» before and after the activity
Q.6 - When you go out with friends during the week-end, do you ever choose a person in advance whose duty is to drive you back home, and will
therefore refrain from drinking?
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
POST-TEST
N=131
N=70
They choose a “designated driver”
Always (6)
16
33
Often (5)
25
Quite often (4)
12
24
Sometimes (3)
16
11
Rarely (2)
9
15
Never (1)
22
Mean: 3,6
© GfK Eurisko | Responsible drinking test 2012 | July 2012
4
13
Mean: 4,3
15
The choice of the «designated driver»: trend
Q.6 - When you go out with friends during the week-end, do you ever choose a person in advance whose duty is to drive you back home, and will
therefore refrain from drinking?
Base: total respondents - 18-34 y.o., % Values
2007
TORINO
Sono Guido e stasera non bevo
Always (6)
Often (5)
Quite often (4)
Sometimes (3)
Rarely (2)
Never (1)
29
27
27
13
11
8
4
27
17
29
24
15
9
11
14
4
18
27
25
13
7
8
16
2010
“Divertiti responsabilmente”
18
Often (5)
16
Quite often (4)
16
Sometimes (3)
Rarely (2)
10
7
Never (1)
33
© GfK Eurisko | Responsible drinking test 2012 | July 2012
“Stasera guido io
11
34
25
MARINA DI RAVENNA
30
19
15
10
12
2009
Guida il tuo team
11
19
CATANIA/MONDELLO
Always (6)
2008
TORINO
23
14
7
10
2
44
2011
TO/CO/VE/VR
“Divertiti responsabilmente”
“Divertiti responsabilmente”
33
53
22
18
2012
TO/MI/NO/GE
16
31
11
9
8
8
1
22
11
8
15
4
9
25
12
24
16
9
11
22
15
4
13
16
The choice of the «designated driver»: frequency
Q.7A - How many times did it happen to you, to be a designated driver?
Base: total respondents - 18-34 y.o., % Values
FREQUENCY OF BEING “DESIGNATED DRIVER” AFTER THE ACTIVITY:
PERIOD OF TIME AFTER THE ACTIVITY
10
2
weeks
2½
weeks
2
weeks
4
weeks
6
weeks
5
weeks
9
8
7
Number of times after the activity
6
5
4
4,1
3,2
3,2
3,0
2007
2008
2009
4,5
4,3
2011
2012
3
2
1
0
© GfK Eurisko | Responsible drinking test 2012 | July 2012
2010
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Who proposed to designate a driver and how the others reacted
Q.8 POST-TEST - Who, in your group of friends, proposed to choose a driver for the night who would commit himself not to consume alcoholic drinks?
Base: respondents who chose a designated driver - aged 18-34
POST-TEST
N=70
Who proposed to designate a driver:
A friend of mine
Myself
Both myself and my friends
© GfK Eurisko | Responsible drinking test 2012 | July 2012
5
10
85
18
The topic “Drink or drive”
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Importance of the topic «drink or drive»
PRE TEST – Q5. Let’s now talk about the topic “Drink or Drive” (“If I drive I don’t drink”). How personally do you consider it important?”
Base: total respondents - 18-34 y.o., % Values
Very (5)
PRE-TEST
POST-TEST
N=131
N=70
56
71
Somewhat (4)
36
25
So so (3)
Not so much (2)
Not at all (1)
Mean:
© GfK Eurisko | Responsible drinking test 2012 | July 2012
7
11
31
4,5
4,6
20
Opinions on the current legislation regarding the legal limit of
alcohol when driving
PRE TEST – Q 8. According to the highway code, the legal limit for blood alcohol concentration when driving is 0,5 gr./litre. In your opinion is
this limit…?
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
They think the legal limit is:
N=131
Definitely too high (+2)
A little bit high (+1)
3
8
Just right (0)
33
THE LEGAL LIMIT IS:
100
80
“JUST RIGHT”
60
40
A little bit low (-1)
38
25
27
34
41
29
33
20
0
2007 2008 2009 2010 2011 2012
Definitely too low (-2)
15
Don’t know
3
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Awareness of sanctions in case of excess of alcohol when driving
PRE TEST – Q 9. Do you know what the sanctions are if you exceed the legal limit of blood alcohol concentration?
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
N=131
They think the sanctions are:
5 points less on the driving licence and min. € 150
fine
10 points less on the driving licence and min. € 258 fine
15 points less on the driving licence
and min. € 350 fine
6
3
5
Immediate withdrawal of the driving licence
and min. € 500 fine
Don’t know / no answer
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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19
22
Evaluation of the current ban on drinking alcohol for young drivers
PRE TEST – Q16 Regarding the instruments currently available to address the problem of driving under the influence of alcohol, how is it fair
in your opinion that the amount of alcohol tolerated by law for the newly licensed drivers is zero?
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
N=131
Find correct that young drivers must not
drink alcohol
Very (5)
Somewhat (4)
31
37
So so (3)
15
Not so much (2)
12
Not at all (1)
Mean
© GfK Eurisko | Responsible drinking test 2012 | July 2012
5
3,8
23
Ways to reduce the problem of driving when you have drunk too
much
PRE TEST – Q15./POST TEST – Q11 Let’s now talk about the measures that could reduce the problem of drunk driving. For each of the
following proposals, please tell me how effective you think it is to reduce this problem.
Base: total respondents - 18-34 y.o., % Values
The “designated driver” (to choose in turn a
person who doesn’t drink during the night, and drives)
© GfK Eurisko | Responsible drinking test 2012 | July 2012
N=131
N=70
63
24
56
20
99
46
75
30
3
78
74
35
More State-sponsored awareness campaigns
(government, ministries..)
Have night venues closing no later than 3 a.m.
POST-TEST
43
Increased police patrols and checks, on the roads or
out of venues
To set the legal limit of blood alcohol concentration to
zero for young people aged 18-21 and for the first 3
years after having got the driving licence
PRE-TEST
75
24
23
71
56
47
24
Ways to reduce the problem of driving when you have drunk too
much
PRE TEST – Q15./POST TEST – Q11 Let’s now talk about the measures that could reduce the problem of drunk driving. For each of the
following proposals, please tell me how effective you think it is to reduce this problem.
Base: total respondents - 18-34 y.o., % Values
1
2
THE “DESIGNATED DRIVER” (TO CHOOSE IN
TURN A PERSON WHO DOESN’T DRINK DURING
THE NIGHT, AND DRIVES)
100
80
99
74
INCREASED POLICE PATROLS AND CHECKS, ON
THE ROADS OR OUT OF VENUES
100
80
60
60
40
40
20
20
0
0
PRE-TEST
POST-TEST
VERY MUCH + SOMEWHAT AGREE
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75
75
PRE-TEST
POST-TEST
VERY MUCH + SOMEWHAT AGREE
25
Ways to reduce the problem of driving when you have drunk too
much
PRE TEST – Q15./POST TEST – Q11 Let’s now talk about the measures that could reduce the problem of drunk driving. For each of the
following proposals, please tell me how effective you think it is to reduce this problem.
Base: total respondents - 18-34 y.o., % Values
3
6
MORE STATE-SPONSORED AWARENESS
CAMPAIGNS (GOVERNMENT, MINISTRIES..)
HAVE NIGHT VENUES CLOSING NO LATER
THAN 3 A.M.
100
100
80
80
71
60
60
63
40
40
20
20
0
0
PRE-TEST
POST-TEST
VERY MUCH + SOMEWHAT AGREE
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20
7
PRE-TEST
POST-TEST
VERY MUCH + SOMEWHAT AGREE
26
Opinions on the most important alcohol abuse effects
PRE TEST – Q4 - According to you, what is the most important problem related to the abuse of alcohol ?”
Base: total respondents - 18-34 y.o., % Values
POST-TEST
N=70
Drinking and driving, putting oneself and
other people in danger
79
12
To lose self control and become violent
2012
2010
2008
2007
81
84
91
70
11
9
5
9
Physical problems in the long term
5
9
5
3
18
Immediate negative effects on the body
4
-
2
1
3
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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The activity «Divertiti responsabilmente»
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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Evaluation of the objectives of the activity “Divertiti responsabilmente”
PRE-TEST– Q0A. The objective of this activity, called “Divertiti responsabilmente”, was to persuade a group of friends to appoint a person who, in turn,
didn’t drink alcohol during the night and worries about driving and taking back home the other friends. How do you judge this idea?
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
N=131
POSITIVE FOR EVERYBODY
100
80
Positive for everybody
61
60
50
59
54
52
2010
2011
61
40
20
0
2007
Positive, but it penalizes too much the one who
decides to drive
27
Positive but difficult to carry out
Useless
6
2
2008
2012
4
Don’t know/don’t answer
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Recall of the activity “Divertiti responsabilmente” - Spontaneous
answers
POST-TEST– Q 1-2 Do you remember this activity? Could you describe it? What was it about?”
Base: total respondents - 18-34 y.o., % Values
To not drink if you have to drive/ avoid alcoholic
beverages if you drive
53
16
The hostess
12
Initiative to make young people aware of responsible driving
Limits of alcohol allowed when driving
8
The «Designated driver»
6
Driving test simulator
5
To have fun in a responsible way /drink and have fun
1
Awareness about the consequences of driving under the influence
of alcohol
1
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Overall evaluation of the activity «Divertiti responsabilmente»
PRE-TEST– Q5.Overall, how much did you like this activity?
Base: total respondents - 18-34 y.o., % Values
POST-TEST
N=70
They liked the activity:
THEY LIKED THE ACTIVITY
Very
38
VERY+SOMEWHAT
100
80
91
91
60
47
46
96
95
52
53
88
45
40
20
Somewhat
So so
Not very much
Not at all
© GfK Eurisko | Responsible drinking test 2012 | July 2012
58
96
38
VERY MUCH
0
2007 2008 2009 2010 2011 2012
31
-
31
Usefulness of the activity «Divertiti responsabilmente»
POST TEST – Q5B. In summary, considering all the elements that made it up, how useful is , in your opinion, an initiative like that, with the aim of
promoting among young people the practice of the designated driver?
Base: total respondents - 18-34 y.o., % Values
POST-TEST
N=70
The activity is useful for young people:
Very
THEY THINK THE ACTIVITY IS
USEFUL
40
100
VERY+SOMEWHAT AGREE
84 80 89 92 81 86
80
60
40
Somewhat
46
20
0
2007 2008 2009 2010 2011 2012
So so
Not so much
Not at all
© GfK Eurisko | Responsible drinking test 2012 | July 2012
7
3
4
32
(Prompted) Opinions on the activity “Divertiti responsabilmente”
PRE TEST – Q5 Now I’ll read you some sentences. For each of them, please tell me how much you assign them to the activity “Divertiti responsabilmente”.
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
N=131
Very + somewhat agree
Very much
It’s a useful activity for young people, that makes
you seriously think about the problem of
responsible drinking
It’s something new, original
43
12
It’s a game, an amusing activity
6
It’s an activity a little bit rhetorical
5
© GfK Eurisko | Responsible drinking test 2012 | July 2012
84
47
37
24
33
(Prompted) Opinions about the activity “Divertiti responsabilmente”
PRE TEST – Q5 Now I’ll read you some sentences. For each of them, please tell me how much you assign them to the activity “Divertiti responsabilmente”.
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
N=131
IT’S A USEFUL ACTIVITY FOR YOUNG PEOPLE, THAT
MAKES YOU SERIOUSLY THINK ABOUT THE
PROBLEM OF THE RESPONSIBLE DRINKING
IT’S A GAME, AN AMUSING ACTIVITY
VERY+SOMEWHAT
VARY+SOMEWHAT
100
80
81
82
82
84
68
100
80
60
60
40
40
20
20
0
62
47
45
37
25
0
2008 2009 2010 2011 2012
© GfK Eurisko | Responsible drinking test 2012 | July 2012
2008 2009 2010 2011 2012
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(Prompted) Opinions about the activity “Divertiti responsabilmente”
PRE TEST – Q5 Now I’ll read you some sentences. For each of them, please tell me how much you assign them to the activity “Divertiti responsabilmente”.
Base: total respondents - 18-34 y.o., % Values
PRE-TEST
N=131
IT’S SOMETHING NEW, ORIGINAL
VERY+SOMEWHAT
100
80
60
60
40
68
58
47
40
20
0
2008 2009 2010 2011 2012
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The activity in details
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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Opinions on Diageo as promoter of the activity
POST-TEST– Q5. What do you think about the fact that a company worldwide leader in production and commercialization of alcoholic beverages
(Diageo), is promoting an activity about the theme “Drink or drive”?”
Base: total respondents - 18-34 y.o., % Values
DIAGEO PROMOTER OF AN ACTIVITY
ABOUT THE THEME “DRINK OR DRIVE”
It’s a social care sign about a very important
issue
It’s a legal duty
PRE-TEST
2007
2008
2009
(n=228)
(N=183)
(n=136)
29
2010
2011
(n=161)
(n=140)
(n=131)
52
53
53
16
19
16
23
14
23
2012
34
61
14
23
It’s a commercial/ advertising activity
54
18
38
8
Don’t know / no answer
© GfK Eurisko | Responsible drinking test 2012 | July 2012
3
5
13
9
15
8
37
Opinions on which name to use to promote the activity
PRE TEST – Q13 BIS. Do you think that a company producer of alcoholic beverages, to promote a social activity, as “Divertiti responsabilmente”,
should use its brand name (Diageo) or the name of one of its specific brands (Johnnie Walker, Pampero, Baileys …)?”
Base: total respondents - 18-34 y.o., % Values
DIAGEO
ITS BRANDS
(Johnnie Walker, Pampero, Baileys …)
Don’t know/don’t answer
© GfK Eurisko | Responsible drinking test 2012 | July 2012
PRE-TEST
2009
2010
2011
2012
(n=136)
(n=161)
(n=140)
(n=131)
46
46
47
39
34
15
19
32
42
26
41
13
38
Opinions on the partnership among DIAGEO ACI and ANIA,
Ministero della Gioventù e Fondazione Umberto Veronesi
PRE TEST – Q14. This activity was organized under the aid of ACI (Automobil Club d’Italia) and Fondazione ANIA. How credible do you consider the
partnership among Diageo, a famous alcoholic beverages producer, ACI, Ministero della Gioventù, Umberto Veronesi Foundation and Abarth (Fiat
Group)?
POST-TEST
Base: total respondents - 18-34 y.o., % Values
2007
The partnership is
credible:
Totally (5)
Quite (4)
DIAGEO/
ACI /
ANIA
18
2008
DIAGEO/
ACI /
ANIA
23
2009
….DIAGEO/
ACI /
ANIA
2010
….DIAGEO/ACI
/MINISTERO
GIOVENTÙ
2011
DIAGEO/ACI/
M. GIOVENTÙ/
FOND.VERONESI
2011
DIAGEO/ACI/
M. GIOVENTÙ/
FOND.VERONESI/
ABARTH
16
32
30
30
37
51
40
42
35
48
So so (3)
15
13
19
Not so much (2)
16
18
6
Not at all (1)
Don’t know/ don’t answer
9
2
© GfK Eurisko | Responsible drinking test 2012 | July 2012
9
3
10
1
1
8
7
5
2
5
2
15
15
8
2
7
39
Evaluation of the other elements of the activity
POST TEST – Q5A. Let’s now talk about the single details of this activity. Please, tell me how much did you like each of them?”
POST-TEST
Base: Remember each element - 18-34 y.o., % Values
HOSTESS
Very (5)
«GUIDA IL
TUO VIDEO»
SAFE DRIVING
SIMULATOR
GADGET
36
33
29
BOARD FOR
SIGNATURES
23
60
47
46
Somewhat (4)
So so (3)
37
3
6
3
9
46
57
2
5
14
22
9
5
5
3
Not so much (2)
Not at all (1)
Don’t know/don’t answer
© GfK Eurisko | Responsible drinking test 2012 | July 2012
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