ADD369 Health Team - Alcohol Harm Reduction

Type of decision: 
Assistant Director's decision
Code: 
ADD369
Date signed: 
12 January 2016
Decision by: 
Amanda Coyle, Assistant Director, Health and Communities

Executive summary

The Health Team is requesting approval for expenditure of up to £28,000 for the GLA portion of a repeat of last year’s successful multi-agency alcohol harm reduction project.  

Decision

The Assistant Director approves expenditure of up to £28,000 for a multi-agency alcohol harm reduction project.

Part 1: Non-confidential facts and advice

Introduction and background

1.1.    In the winter of 2014/15 the GLA played a key part in a successful, multi-agency alcohol harm reduction project aimed at the Christmas Party season. The success of the project means that the partners are keen to repeat the work, involving more partners. This funding is the GLA’s portion.

Objectives and expected outcomes

2.1.    The aim of this work is to reduce harm caused by alcohol over the Christmas party season. Following the success of last year’s “Party People” campaign another campaign is planned for Christmas 2015. This campaign is jointly owned and funded by the GLA, MPS, LFB and London Ambulance. It is aimed at Christmas partygoers, encouraging them to stay safe by taking precautions such as planning their trip home. This in turn takes the pressure off the emergency services. Planning has already started.

2.2.    This work will deliver a reduction in demand on emergency services over the busy pre-Christmas party season.  The campaign also provides a focus around which a range of associated activities are stimulated and co-ordinated (e.g. Alcohol Recovery Centres) and ensures high quality and accurate information is provided pan-London. 

2.3.    The GLA’s contribution towards this project of £28,000 will be funded from the 2015-16 C&I Minor Programme budget (Health & Communities allocation). 

2.4.    The GLA’s contribution covers the initial design costs and the production of an e-toolkit, posters, placement of advertising, and promotional materials such as oyster card holders. Other partner’s contributions will pay for additional advertising and promotion and the production of additional materials (a number of London Boroughs have indicated their intention to buy into the campaign as well as the City of London who will also be disseminating to businesses).  

2.5.    The GLA’s contribution is vital in terms of pump priming but guarantees a quality campaign which aims to build upon the success of last year’s successful Party People campaign (funded through ADD205 with GLA funding being £22,000). The Party People campaign was considered successful in its positive engagement with London employers and citizens.  Also in terms of year on year alcohol related calls to the London Ambulance Service there was a reduction of over 20% (December 2013 compared to December 2014).  

Equality comments

3.1.    This programme is aimed at all people celebrating Christmas in central London. The health team actively considers the impact of its work on health inequalities (including the protected characteristics) and works with a range of other teams within the GLA to help them do the same.

Other considerations

4.1.    This project is an important piece of partnership work between the GLA, two members of the GLA family and London Ambulance. It helps to alleviate the pressure on London Ambulance during this period of peak demand. The campaign in 2014 saw a 20% reduction in calls compared to 2013. This project also helps provide a focus for other agencies activity, including London Boroughs and will attract additional investment.

4.2.    Evaluation of the 2014 campaign highlighted its effectiveness in engaging with businesses and the public. Its positive prevention messaging has attracted interest from other agencies.  This year’s campaign will be launched by the GLA and the heads of the LAS, MPS and LFB.

Financial comments

5.1    Approval is being sought for the GLA to contribute £28,000 towards a repeat of last year’s successful multi-agency alcohol harm reduction project aimed at the Christmas Party season.  

5.2    This cost will be funded from the 2015-16 C&I Minor Programme budget (Health & Communities allocation). This campaign is jointly owned and funded by the GLA, MPS, LFB and London Ambulance and this funding of £28,000 is the GLA’s portion.

5.3    All appropriate budget adjustments will be made.

Planned delivery approach and next steps

Activity

Timeline

Announcement

Mid-November: exact date to be agreed

Delivery Start Date

Mid-November : main activity in first three weeks of December.

Final evaluation start and finish (self)

February/March 2016

Delivery End Date

31 December

Project Closure

31 December