Evaluation of the Norwegian campaign against the illegal spirits trade

In 1993, a 21m NOK (3m US$) national campaign against trade with illegal spirits (homebrewed or smuggled) was launched in Norway. This article reports results of its evaluation study. Surveys covering the age range 16-80 were carried out just before the campaign started and 1 year later. Half of those responding at baseline as well as a new sample were surveyed after 1 year. While at baseline 48% reported to have drunk and 16% to have bought illegal spirits during the last 12 months, the corresponding figures after 1 year were 42 and 14%. Significant associations between being exposed to the campaign and reduced use and buying of illegal spirits were found. Further, use and buying of illegal spirits at baseline, and stopping to use and buy illegal spirits from baseline to follow-up were analyzed in bivariate and multivariate logistic regression analyses. In the multivariate prediction of stopping to use illegal spirits, only behavioral norms and significant others' opinions (both measured at baseline) obtained significance.