Cocktales – Evaluation of health awareness campaign

Cocktales was a campaign launched by Derbyshire County PCT. Targeted at young people aged 18-24, its aim was to promote safer drinking by running a summer campaign at three music festivals in Derbyshire; YNOT, Bloodstock and Sanctuary.

The evaluation sought to establish the impact of the campaign on the target group and in particular to evaluate if the campaign had reached this audience and created a change of attitude to the consumption of alcohol.

The campaign incorporated a tent at each festival with printed promotional material, on site staff and promotional giveaways. The main focal point of the campaign was a performance-based campaign where an actor performed a monologue to a festival-goer.

We conducted interviews with young people at the festivals to evaluate the effectiveness of the campaign in changing behaviour and the effectiveness of the campaign strategy in reaching the target audience.