We conducted a head-to-head experimental study of responses to alcohol harm reduction advertisements developed by alcohol industry Social Aspects/Public Relations Organisations (SAPROs) versus those developed by public health (PH) agencies. We hypothesised that, on average, SAPRO advertisements would be less effective at generating motivation and intentions to reduce alcohol consumption, but more effective at generating positive perceptions of people who drink.
2923 Australian adult weekly drinkers (49% high-risk drinkers) recruited from an opt-in online panel viewed a randomly assigned three of 83 advertisements developed by PH agencies (n=2174) or three 28 advertisements developed by SAPROs (n=749). Compared with drinkers exposed to PH advertisements, those exposed to SAPRO advertisements reported lower motivation to reduce the amount of alcohol consumed, and lower odds of intending to avoid alcohol completely and to reduce the amount of alcohol consumed per occasion. SAPRO advertisements generated more favourable fun-related perceptions of drinkers. The alcohol harm reduction advertisements produced by alcohol industry SAPROs that were tested in this study were not as effective at generating motivation and intentions to reduce alcohol consumption as those developed by PH organisations. These findings raise questions as to whether SAPROs should play a role in alcohol harm reduction efforts.
CBRC staff
Dr Emily Brennan, Prof Sarah Durkin, Prof Melanie Wakefield, Kimberley Dunstone, Dr Danielle Schoenaker, A/Prof Helen Dixon
Collaborators
Prof Simone Pettigrew (Curtin University), Prof Michael Slater (Ohio State University, USA)
Funding
Cancer Council Victoria
Years
2015 - 2020