Influencing awareness, attitudes and behaviour change are the main objectives of our mission and form the backbone of Drinkaware's Key Performance Indicators (KPIs).
The KPIs relate to four demographic groups:
- parents and children aged 10 to 17;
- adults aged 18-24;
- adults aged 25-44; and
- adults aged 45-65.
This summary report sets out findings from research undertaken in October-December 2013 into adults’ and children’s drinking behaviour and their attitudes towards alcohol. Where possible, 2013 findings are compared with those found annually in research since 2009.
Findings from research into the impact of the 2013 Drinkaware parents campaign (aimed at getting parents to engage with their children on the subject of alcohol) are also available below.