ADD2046 Alcohol Harm Reduction Campaign 2016

Type of decision: 
Assistant Director's decision
Date signed: 
08 November 2016
Decision by: 
Amanda Coyle, Assistant Director, Health and Communities

Executive summary

The Health Team is requesting approval for expenditure of up to £22,000 for the GLA contribution to a an evidenced based multi-agency alcohol harm reduction project.



The Assistant Director approves expenditure of up to £22,000 for a multi-agency alcohol harm reduction campaign.


Part 1: Non-confidential facts and advice

Introduction and background

1.1    In the winter of 2014/15 and 2015/16 the GLA played a key part in a successful, multi-agency alcohol harm reduction project aimed at the Christmas Party season. The success of the project means that the partners are keen to repeat the work. This decision relates to the GLA’s financial contribution to the overall campaign.


Objectives and expected outcomes

2.1.     The aim of this work is to reduce harm caused by alcohol over the Christmas party season. This follows on the success of the “Party People” campaign 2014 and Eat, Drink and Be Safe 2015.  Following a meeting between the Mayor and the Chief Executive of the London Ambulance Service (LAS) another campaign is planned for Christmas 2016. This campaign will be jointly owned and funded by the GLA and the LAS – other stakeholders will be engaged. It is aimed at Christmas partygoers, encouraging them to stay safe by taking precautions such as planning their trip home. This is turn takes the pressure off the emergency services.

2.2.     This work aims to encourage people to take steps which will help them avoid negative consequences as a result of alcohol consumption and it also seeks to deliver a reduction in demand on the ambulance service over the busy pre-Christmas party season. The campaign also provides a focus around which a range of associated activities are stimulated and co-ordinated (e.g. Alcohol Recovery Centres) and ensures high quality and accurate information is provided pan-London.

2.3.     The GLA’s contribution towards this project of £22,000 will be funded from the 2016-17 C&I Minor Programme budget (Health & Communities allocation)

2.4.     The GLA’s contribution covers the initial design costs and the production of an e-toolkit, social media placements and related activities. Other partner’s contributions will pay for additional materials such as oyster card holders.  There is also included the costs of a small press-launch for the campaign.

2.5.     The GLA’s contribution is vital in terms of pump priming but guarantees a quality campaign which aims to build upon the success of previous year’s campaigns (funded through ADD205 & ADD369). LAS evaluation for the 2015campaign mentions that it secured 43 pieces of news coverage, the newspaper coverage had an advertising value equivalent of £180,000; 1.2m people saw related tweets on “mad Friday” (18 December) and 1.7m on New Years Eve, 800,000 saw the Facebook adverts, whilst 300 organisations/businesses downloaded the toolkit, 35 different stakeholders (including CCGs, councils, hospitals) promoted the campaign via their own channels.  The campaign was positively received by the public and is valued by LAS staff. While overall calls to the ambulance service increased by 10% year on year, alcohol related calls only increased by 1% .. On New Years Eve there were 100 fewer alcohol related incidents compared to the previous year.

Equality comments

3.1    This programme is aimed at all people celebrating Christmas in central London. The health team actively considers the impact of its work on health inequalities (including the protected characteristics) and works with a range of other teams within the GLA to help them do the same.


Other considerations

4.1    This project is an important piece of partnership work between the GLA, and the London Ambulance Service which brings in other public services and ensures high quality advice and information is provided to Londoners during this period of high demand on blue light services. 


Financial comments

5.1    The expenditure of up to £22,000 towards the 2016 Alcohol Harm Reduction Campaign will be funded from the existing 2016/17 Health and Communities allocation of the Communities & Intelligence Directorate Minor Programme Budget.


Planned delivery approach and next steps




Mid-November: exact date to be agreed

Delivery Start Date

Last week November: main activity in first three weeks of Dec

Final evaluation start and finish (self)

February/March 2017

Delivery End Date

31 December

Project Closure

31 December


Share this page