Marketing a hard-to-swallow message: recommendations for the design of media campaigns to increase awareness about the risks of binge drinking.
نویسندگان
چکیده
BACKGROUND Binge drinking, commonly defined as having more than five drinks on a single occasion, is a public health issue affecting two thirds of Canadian young adults between the ages of 19-24 years. To educate young adults about alcohol poisoning, a network of 16 Ontario Health Units developed and implemented a mass-media campaign. The focus of this article is to report on post-secondary students' perceptions about key media campaign strategies, elements and messages for future campaigns designed to increase awareness about the risks of binge drinking. METHODS As part of a multi-method process evaluation, nine focus groups were facilitated to explore the young adults' knowledge, attitudes and beliefs about binge drinking and the campaign messages. Participants were also asked to identify specific marketing messages and techniques that would increase their level of awareness about the risks of binge drinking. RESULTS Participants recommended that campaigns be targeted towards parents and high school and post-secondary school students. Participants provided recommendations for the types of messages, images, and language they perceived would capture the attention of young adults. Television, posters and the internet were identified as key media channels for disseminating health information about the risks associated with excessive alcohol consumption. CONCLUSION The problem of binge drinking is pervasive across Canadian campuses and students are largely unaware of the risks associated with excessive alcohol consumption. To reach this target population, it is important for future media campaign developers to utilize language, definitions, graphics and channels of communication to which this group relates.
منابع مشابه
The role of mass media campaigns in reducing high-risk drinking among college students.
OBJECTIVE This article categorizes and describes current media campaigns to reduce college student drinking, reviews key principles of campaign design and outlines recommendations for future campaigns. METHOD The article describes three types of media campaigns on student drinking: information, social norms marketing, and advocacy. Key principles of campaign design are derived from work in co...
متن کاملIdentifying Customer Journey Opportunities in 5A Model in Tourism Industry
Purpose: Growing development of technologies helped stronger customers with better relationship with companies. Consequently, marketers should pursue new ways of attracting customers and pathway. Modern customer buying path in the age of communication has been redesigned as 5A model (Aware, Appeal, Ask, Act, Advocate). The purpose is to identify customer opportunities of 5A model in tourism ind...
متن کاملProviding a model to support the decision to select the most influential influencer in marketing campaigns on the Instagram social network.
With the advent of digital marketing and the subsequent emergence of social networks such as Facebook and Instagram, as well as the emergence of entities called influencers on these networks, numerous subcategories have arisen to optimize marketing activities with the purpose of having a larger, more effective, more targeted audience aiming at lowering the cost of advertising for businesses and...
متن کاملContent analysis of UK newspaper and online news representations of women's and men's ‘binge’ drinking: a challenge for communicating evidence-based messages about single-episodic drinking?
OBJECTIVES In the UK, men's alcohol-related morbidity and mortality still greatly exceeds women's, despite an increase in women's alcohol consumption in recent decades. New UK alcohol guidelines introduce gender-neutral low-risk alcohol consumption guidance. This study explores how UK newspaper and online news represent women's and men's 'binge' drinking to identify opportunities to better alig...
متن کاملRethinking how to tackle Binge Drinking using social marketing: a neo-tribal analysis
In this work the authors report on primary research undertaken with young people in a deprived area of North West England who use regular binge drinking as the lynch pin of their social group. Traditional health messaging approaches have had little success with this hard to reach group. Findings were analysed using neo-tribal concepts. It was found that the search for community and belonging oc...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
برای دانلود متن کامل این مقاله و بیش از 32 میلیون مقاله دیگر ابتدا ثبت نام کنید
ثبت ناماگر عضو سایت هستید لطفا وارد حساب کاربری خود شوید
ورودعنوان ژورنال:
- Canadian journal of public health = Revue canadienne de sante publique
دوره 96 3 شماره
صفحات -
تاریخ انتشار 2005