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Curtin University
National Drug Research Institute

Preventing Harmful Drug Use In Australia

Evaluation of the 2006 Christmas Campaign

The 2006 Christmas campaign was evaluated by phone surveying 220 randomly selected Kalgoorlie-Boulder residents in early 2007. The main findings were:

  • Almost one third of respondents (31%) had heard of the "takeAIM" - Take Alcohol in Moderation Campaign;
  • 10.3% of those who had heard of the campaign said it influenced them to moderate their drinking;
  • Almost 10% said they heard about it through the radio advertising and 4.1% through receiving a gift bag. (This last value is quite a high proportion as only 2000 bags were distributed in a population of 28,000);
  • Approximately two thirds (67%) of those who received gift bags, found the contents useful or very useful;
  • One third of those who received the gift bags said they read some or the entire "takeAIM" booklet and 83.3% of those said the information in it was useful.