HPA Spends $1.2 Million on "Not Beersies" Campaign

HPA Spends $1.2 Million on "Not Beersies" Campaign

15 JANUARY 2015

The Taxpayers’ Union has released documents detailing the cost and focus group feedback on the controversial "Not Beersies” campaign by the Health Promotion Agency. The documents show that the campaign had the least positive impact on entrenched, high-risk drinkers, and instead targets those least likely to face harm from alcohol consumption. The HPA spent at least $1.2 million on the campaign, but has refused to say how much taxpayers paid in advertising agency fees. It also shows that the HPA conducts no cost benefit analysis on its campaigns.

Taxpayers' Union Executive Director Jordan Williams says:

“The Taxpayers’ Union had feedback that the ‘Not Beersies' ads were making people thirsty for beer. Some participants in the Agency’s own focus groups said the same - that the ads encouraged drinking or were confusing."

“The HPA have spent over $1.2 million of taxpayers’ money in order to promote a ‘culture change’. They acknowledge that the campaign probably won’t reduce alcohol consumption and won't affect the most at-risk of alcohol harm. No wonder no one bothered to do a cost benefit analysis."

"The campaign may be creative, but it’s using taxpayer money for social engineering rather than for the intended purpose of reducing harm."

In December the Advertising Standards Authority received a complaint from an individual who incorrectly thought the ads were promoting beer. The campaign has also been publicly labelled "sexist and offensive" and with claims they miss the point as beer consumption continues to fall.

“The taxpayer-funded campaign has ended up being an own goal,” says Williams. "The Government should be requiring the HPA to justify its budget and force it to invest in measures that actually reduce alcohol harm."

The documents are available to download at www.taxpayers.org.nz.

ENDS

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