Collaboration with London School of Hygiene and Tropical Medicine, London South Bank University, University College London and University of Sheffield.
The current framing of alcohol harm in the UK, in public discourse, predominantly focuses on personal responsibility, blame and failure, at the cost of a more rounded understanding of how a range of influences – including alcohol policy (such as pricing, marketing, labelling, licensing etc.) – affect our drinking behaviour and, therefore, alcohol harm. This research study seeks to challenge this simplistic framing, and to produce materials that the funder (Alcohol Change UK) can use across their own communications to shift the conversation, in their work to tackle alcohol harm. The study will involve qualitative development work, survey-based analysis of the impact of different frames, and the production of a communications toolkit based on the findings.