Drink Free Days campaign findings: Engaging risky midlife drinkers through an online comparison tool supported by social advertising
PHE ePoster Library. Chandler M. Sep 12, 2019; 274517; 75
Mark Chandler
Mark Chandler
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Abstract
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Abstract Background
Middle-aged people's alcohol consumption is a public health concern, although this group rarely see the need for reduction. The Drink Free Days campaign ran for 10 weeks in 2018 targeting 40-64-year-olds regularly drinking over the low risk drinking guidance (LRDG), offering an online tool comparing drinking to other men/women, based on social norm behaviour change principles.
Method
Engagement with and follow-on action from the online tool was monitored and a population representative cross-sectional with control pre-post survey assessed campaign recall and perceptions, impact on health harm awareness, attitudes and behaviours in relation to alcohol moderation, and drinking behaviours.
Results
The online comparison tool achieved 433,145 unique visits and 335,155 (77%) unique completions. Follow-on actions included 30,647 DFD app downloads and 12,840 website visits. The survey found that a third of drinkers recalled the campaign. Two-thirds agreed that the campaign influenced them to consider their drinking habits, highest among men drinking over LRDG. There was some increase in men's spontaneous awareness of alcohol health harms, but not in their understanding of how these harms occur. Women in England increased their spontaneous awareness of alcohol causing cancer and obesity. More respondents said they had taken measures to cut down on their drinking, and that they are currently changing their drinking habits. However, measures of harmful drinking (AUDIT-C and units/week) showed little change.
Conclusion
The campaign achieved some awareness and attitudinal changes as well as engagement with the innovative online tool, but further improvements can be made to achieve significant behaviour change. External funding details Drink Less has been funded by the NIHR School for Public Health Research (SPHR), the UK Centre for Tobacco and Alcohol Studies (UKCTAS), the Society for the Study of Addiction (SSA) and CRUK. This optimisation project has been funded by the NIHR SPHR and SSA.The views expressed are those of the authors and not necessarily those of the NIHR or the Department of Health and Social Care. The research team is part of the UKCTAS, a UKCRC Public Health Research Centre of Excellence. Funding from the Medical Research Council, British Heart Foundation, Cancer Research UK, Economic and Social Research Council and the NIHR under the auspices of the UK Clinical Research Collaboration, is gratefully acknowledged.
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