Longitudinal analysis of a demonstration rural outreach alcoholism program

A longitudinal analysis of the nature and impact of the information and education activities of an alcoholism rural outreach program (ROP) located in a rural setting was conducted during 1973-1975 via annual community surveys and program records. The study focused on the kinds and amounts of activities conducted and on the impact of these activities on community attitudes toward and knowledge about alcohol and alcoholism as well as awareness of local resources. The community education efforts had the most impact on increasing community familiarity with treatment issues, but attitudes toward these resources as well as acceptance of the disease concept of alcoholism declined over the 3 yr of the program. Knowledge about alcohol and alcoholism also declined over time, but these scores were at chance levels during each of the three community surveys. Several factors appeared to limit the impact of the ROP: (1) trying to accomplish too many different tasks with a small staff and operating budget; (2) subcontracting the program to a local mental health center, which absorbed a large proportion of staff time for nonprogram activities; and (3) the choice of community education efforts.