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...