The way we drink. The development of a social marketing and public education programme to promote 'more moderation and less harm' among New Zealand drinkers

Pete McMillen and Sandra Kirby

This paper describes the research conducted in 2003 to inform the development of a social marketing and public education programme to promote 'more moderation and less harm' among New Zealand drinkers.

The Way We Drink

The Development of a Social Marketing and Public Education Programme to Promote “More Moderation and Less Harm” Among New Zealand Drinkers

Pete McMillenBRC Marketing & Social Research, New Zealand

Sandra KirbyAlcohol Advisory Council, New Zealand

BACKGROUND AND INTRODUCTION

Background

New Zealand, the Pacific's largest island nation, has a total population of four million people. Nearly 15% of the population are Māori, the indigenous people of the country. Māori were well organised at the time of European settlement in the early to mid-1800s. Reflecting this organisation, unlike other colonised countries, a contract between Māori iwi...

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