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Reverse engineering a 'responsible drinking' campaign to assess strategic intent.

Simone Pettigrew1, Nicole Biagioni1, Mike Daube2

  • 1School of Psychology and Speech Pathology, Curtin University, Bentley, Western Australia, Australia.

Addiction (Abingdon, England)
|May 10, 2016
PubMed
Summary

Alcohol industry "responsible drinking" ads may not change young people's behavior. The study found young drinkers related more to the ad's entertainment value, potentially reinforcing existing heavy drinking norms.

Keywords:
Advertising effectsAustraliaalcohol industryqualitativeresponsible drinking campaignssocial aspects organisationsyoung drinkers

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Area of Science:

  • Public Health
  • Social Science
  • Media Studies

Background:

  • Alcohol industry campaigns promote 'responsible drinking'.
  • Concerns exist that these campaigns may inadvertently encourage alcohol consumption.
  • This study investigates young adults' responses to such campaigns in Australia.

Purpose of the Study:

  • To examine young drinkers' perceptions and reactions to a specific responsible drinking advertisement.
  • To understand how these advertisements influence attitudes and behaviors related to alcohol consumption.

Main Methods:

  • Qualitative analysis of introspection data from young drinkers exposed to the 'How to Drink Properly' advertisement.
  • Thematic analysis of data using NVivo10, focusing on perceptions of the ad's source/purpose and resulting outcomes.

Main Results:

  • Young drinkers, even high-risk ones, did not relate to the depicted heavy drinkers.
  • Participants perceived the ad as entertaining, not a call to modify behavior.
  • The advertisement appeared to support existing social norms around heavy drinking for this age group.

Conclusions:

  • The 'How to Drink Properly' campaign may reinforce, rather than alter, young drinkers' existing attitudes and behaviors.
  • Responsible drinking campaigns may not achieve their intended public health goals among young adults.