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| Research article summary (published 27 Feb 2002): |
The role of mass media campaigns in reducing high-risk drinking among college students.
Full Abstract
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 commercial marketing, advertising, and public relations and from evaluations of past public health campaigns.
RESULTS:
Information campaigns on the dangers of high-risk drinking are common, but none has been rigorously evaluated. Quasi-experimental studies suggest that social norms marketing campaigns, which correct misperceptions of campus drinking norms, may be effective, but more rigorous research is needed. As of this writing, only one major media campaign has focused on policy advocacy to reduce college student drinking, but it is still being evaluated. Lessons for campaign design are organized as a series of steps for campaign development, implementation and assessment:
launch a strategic planning process, select a strategic objective, select the target audience, develop a staged approach, define the key promise, avoid fear appeals, select the right message source, select a mix of media channels, maximize media exposure, conduct formative research, and conduct process and outcome evaluations.
CONCLUSIONS:
Future campaigns should integrate information, social norms marketing, and advocacy approaches to create a climate of support for institutional, community and policy changes that will alter the environment in which students make decisions about their alcohol consumption.
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Author information
Author/s: DeJong, William (W);
Affiliation: Department of Social and Behavioral Sciences, Boston University School of Public Health, Massachusetts 02118, USA. wdejong(-atsign-)bu.edu
Journal and publication information
Publication Type: Journal Article; Research Support, U.S. Gov't, Non-P.H.S.; Review
Journal: Journal of studies on alcohol. Supplement (J Stud Alcohol Suppl), published in United States. (Language: eng)
Reference: 2002-Mar; vol (issue 14) : pp 182-92
Dates: Created 2002/05/22; Completed 2002/12/02; Revised 2007/05/14;
PMID: 12022724, status: MEDLINE (last retrieval date: 11/6/2008)
Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.
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