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...

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