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

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...