Author： Spotswood Fiona Tapp Alan
Publisher： Routledge Ltd
ISSN： 1524-5004
Source： Social Marketing Quarterly, Vol.17, Iss.2, 2011-06, pp. : 76-91
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
In this article the authors report on primary research undertaken with young people in a deprived area of northwest England who use regular binge drinking as the lynch pin of their social group. Traditional health messaging approaches have had little success with this hard to reach group. Findings were analyzed using neotribal concepts. We found that the search for community and belonging occupied a central place in binge drinking behavior for this group. A discussion is offered of appropriate up- and downstream social marketing solutions, based on the principle that any exchange will need to offer community and other benefits equal to those currently delivered through binge drinking.
Related content
Access to resources
Recommend
