Rethinking how to tackle binge drinking using social marketing: A neotribal analysis

Spotswood, Fiona; Tapp, Alan

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. © 2011 Crown.

• Journal Article Type: Review
• Publication Date: Jun 1, 2011
• Deposit Date: Nov 1, 2010
• Publicly Available Date: Feb 10, 2016
• Journal: Social Marketing Quarterly
• Print ISSN: 1524-5004
• Electronic ISSN: 1539-4093
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 17
• Issue: 2
• Pages: 76-91
• DOI: https://doi.org/10.1080/15245004.2011.570862
• Keywords: binge drinking, social marketing, neo-tribe, branding
• Public URL: https://uwe-repository.worktribe.com/output/962204
• Publisher URL: http://dx.doi.org/10.1080/15245004.2011.570862
• Additional Information: Additional Information : This is an electronic version of an article published in "Spotswood, Fiona and Tapp, Alan (2011) Rethinking how to tackle binge drinking usng social marketing: A neo-tribal analysis. Social Marketing Quarterly, 17 (2). pp. 76-91." Social Marketing Quarterly is available online at: http://www.informaworld.com/smpp/content~db=all?content=10.1080/15245004.2011.570862.
• Contract Date: Feb 10, 2016