Abstract:

This paper describes the research conducted in 2003 to inform the development of a social marketing and public education programme to promote 'more moderation and less harm' among New Zealand drinkers. The paper provides a brief summary of the historical context in which New Zealanders drink, how this influenced the design of this research programme, and proceeds to a discussion of key research findings. It concludes with a summary of preliminary considerations with respect to the development of a social marketing and public education programme.