Terve Eesti Sihtasutuse "Alkoholisõltumatuse" ennetusprogrammi turunduskommunikatsioon ettevõtetele

Abstract

Title: Marketing and business communication for Health Estonia’s “Alcohol independence” prevention program. The purpose of this thesis was to create an action plan for Health Estonia Foundation to introduce “Alcohol independence” prevention program. This thesis also presents recommendations for long-term marketing communications and strategic planning. The main goal was to attract the public and business representatives by promoting workplace-based alcohol prevention program. The reason why such program is held in workplace is because most of the target group is at working age and workplace seminars help to reach their families as well. In order to explore working parents’ attitudes on issues concerning alcohol consumption and, consequently, the design of family practice, a focus group interview was conducted with parents who had 7-8 year old children. The results showed that the interviewees felt particularly the lack of practical tips and suggestions on how to act and be a role model as an adult. Feedback and recommendations were also gathered from business managers, who have already been involved in prevention programs. The results showed that although there are some fears at first, the unique selling point is an unusual theme and interesting seminars that provide important information and practical tips for parents, that should be used in communication to attract other businesses to take part as well. Overall, this thesis provided analysis and a short-term action plan for public participation in prevention programs, opportunities and benefits of raising awareness, reducing the harm caused by alcohol abuse, long-term recommendations and thus helped to find a way to fulfill organisations goals.