Marketing a hard-to-swallow message: Recommendations for the design of media campaigns to increase awareness about the risks of binge drinking

Canadian Journal of Public Health

Volumn 96, Issue 3, 2005, Pages 189-193

  Jack, Susan M ^a   Bouck, L Michelle Sangster ^b,c   Beynon, Charlene E ^b,c,d   Ciliska, Donna K ^a,e   Lewis, Martha J ^b  

^a MCMASTER UNIVERSITY   (Canada)

^b Middlesex London Health Unit   (Canada)

^c Public Health Research Education and Development Program   (Canada)

^d UNIVERSITY OF WESTERN ONTARIO   (Canada)

^e Hamilton Pub Hlth and Social Serv   (Canada)

Author keywords

Adult; Alcohol drinking; Evaluation studies; Mass media

Indexed keywords

ADULT; ALCOHOL CONSUMPTION; ALCOHOL INTOXICATION; ARTICLE; ATTITUDE; AWARENESS; FEMALE; HEALTH EDUCATION; HEALTH HAZARD; HEALTH PROMOTION; HUMAN; INFORMATION DISSEMINATION; INTERNET; MALE; PARENT; PERCEPTION; STUDENT; TELEVISION;

EID: 20344378976     PISSN: 00084263     EISSN: None     Source Type: Journal    
DOI: 10.1007/bf03403688     Document Type: Article

References (14)

1. Lange JE, Clapp JD, Turrisi R, Reavy R, Jaccard J, Johnson MB, et al. College binge drinking: What is it? Who does it? Alcohol Clin Exp Res 2002;26(5):723-30.
2. Wechsler H, Austin B. Binge drinking: The five/four measure (correspondence). J Stud Alcohol 1998;59:122-23.
3. Gliksman L, Adlaf EM, Demers A, Newton-Taylor B. Heavy drinking on Canadian campuses. Can J Public Health 2003;94(1):17-21.
4. Wechsler H, Davenport A, Dowdall G, Moeykens B, Castillo S. Health and behavioral consequences of binge drinking in college: A national survey of students at 140 campuses. JAMA 1994; 272:1672-77.
5. Hingson RW, Heeren T, Zakocs RC, Kopstein A, Wechsler H. Magnitude of alcohol-related mortality and morbidity among U.S. college students ages 18-24. J Stud Alcohol 2002;63:136-44.
6. Gliksman L, Demers A, Adlaf E, Newton-Taylor B, Schmidt K. Canadian Campus Survey. Toronto, ON: Centre for Addiction and Mental Health, 2000.
7. Wechsler H, Moeykens B, Davenport A, Castillo A, Hansen J. The adverse impact of heavy episodic drinking on other college students. J Stud Alcohol 1995;56:628-34.
8. Ontario Ministry of Health and Long-Term Care, Public Health Branch. Mandatory health programs and services guidelines. Toronto, ON: Minister of Health and Long-Term Care, 1990. Available on-line at: http://www.health.gov.on.ca/english/providers/pub/pubhealth/manprog /manprog.html (Accessed October 21, 2004).
9. DeJong W. The role of mass media campaigns in reducing high-risk drinking among college students. J Stud Alcohol 2002;S14:182-92.
10. Middlesex-London Health Unit. Process Evaluation of the Central West/Southwest Binge Drinking Campaign: Implications for practice and lessons learned. London, ON: Author. Available on-line at: http://www.healthunit.com/reportsresearch.htm (Accessed October 21, 2004).
11. Miller WL, Crabtree BF. Primary care research: A multimethod typology and qualitative road map. In: Crabtree BF, Miller WL (Eds.), Doing Qualitative Research. Newbury Park, CA: Sage, 1992;3-28.
12. Weinstein N. Reducing unrealistic optimism about illness susceptibility. Health Psychol 1983;2(1):11-20.
13. Hafstad A, Aaro E, Engeland A, Anderson A, Langmark F, Stray-Pederson B. Provocative appeals in anti-smoking mass media campaigns targeting adolescents - the accumulated effect of multiple exposures. Health Educ Res 1997;12(2):227-36.
14. Haines M, Spear S. Changing perception of the norm: A strategy to decrease binge drinking among college students. J Am College Health 1996;45:134-40.