RE-IMAGINING ALCOHOL EDUCATION

A new partnership between Lion New Zealand and YoungShand is ushering in a re-imagining of alcohol education.

Alcohol&Me was first launched in 2013 as a part of Lion’s commitment to reducing alcohol-related harm. Since it’s relaunch in July of this year, over 40,000 Kiwis have visited the platform, a 945 percent increase from the same period last year.

With over 47 percent of Kiwis looking to make changes to their drinking habits, the new Alcohol&Me platform provides people with a chance to do that.

“The Alcohol&Me brand has grown organically from very humble roots, but seven years on, there was a big disconnect between the user experience in our face-to-face workshops and the online version of the programme,” said Alcohol&Me programme Manager, Jude Walter. “We knew from participant research that the content was good, but it was no longer engaging enough to hold people’s attention online.”

This is where the YoungShand team came in. To bring the platform up to speed, and meet the trends of today’s online user, the YoungShand team completely rebuilt Alcohol&Me. As soon as the site was relaunched, visitors were showing a strong engagement. Over 12,000 people completed their goals, and the site boasted a seven minute-plus average site time for visitors in the first month.

“We knew the upgrade would reap benefits, but the response from users to date has far surpassed our expectations,” continued Walter. “Right from the start, the YoungShand team just got it—they listened to what we wanted to achieve and then set about finding new and exciting ways to deliver this.”

“The result is a site that we are all very proud of and one that will continue to help Kiwis to stay safe and sociable when they drink for years to come,” said Walter.

For more information, please visit alcoholandme.org.nz.