Journal article

Features of alcohol harm reduction advertisements that most motivate reduced drinking among adults: an advertisement response study

Melanie A Wakefield, Emily Brennan, Kimberley Dunstone, Sarah J Durkin, Helen G Dixon, Simone Pettigrew, Michael D Slater

BMJ OPEN | BMJ PUBLISHING GROUP | Published : 2017

Abstract

OBJECTIVES: To improve the effectiveness of alcohol harm reduction mass media campaigns, this study aimed to (1) identify existing advertisements (ads) with greatest potential to motivate reduced alcohol consumption, (2) assess consistency across audience subgroups in ad effectiveness and (3) identify ad features associated with effectiveness. DESIGN: Cross-sectional online ad response study with random assignment to view ads. PARTICIPANTS: 2174 Australian adult weekly drinkers recruited from an online panel. PROCEDURE: Participants were randomly assigned to view three of 83 English-language alcohol harm reduction ads. Each ad was viewed and rated by a mean of 79 participants. OUTCOME MEASUR..

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