Reverse engineering a 'responsible drinking' campaign to assess strategic intent

Simone Pettigrew; Nicole Biagioni; Mike Daube; Julia Stafford; Sandra C Jones; Tanya Chikritzhs

doi:10.1111/add.13296

Reverse engineering a 'responsible drinking' campaign to assess strategic intent

Addiction. 2016 Jun;111(6):1107-13. doi: 10.1111/add.13296.

Authors

Simone Pettigrew¹, Nicole Biagioni¹, Mike Daube², Julia Stafford², Sandra C Jones³, Tanya Chikritzhs⁴

Affiliations

¹ School of Psychology and Speech Pathology, Curtin University, Bentley, Western Australia, Australia.
² McCusker Centre for Action on Alcohol and Youth, Curtin University, Western Australia.
³ Australian Catholic University, Melbourne, Victoria, Australia.
⁴ National Drug Research Institute, Curtin University, Western Australia.

PMID: 27157907
DOI: 10.1111/add.13296

Abstract

Background and aims: The alcohol industry produces 'responsible drinking' advertising campaigns. There is concern that these may promote drinking while persuading governments and the general public that the industry is acting responsibly. This paper examined young people's thoughts and feelings in response to one of these campaigns in Australia.

Design: A qualitative analysis of introspection data provided by young drinkers after exposure to a responsible drinking advertisement produced by DrinkWise called 'How to Drink Properly'.

Setting: Perth, Western Australia.

Participants: Forty-eight 18-21-year-old drinkers.

Measurements: The qualitative data were imported into NVivo10 and coded according to the various stages of advertising effects frameworks. A thematic analysis approach was used to identify patterns in the data relating to (i) perceptions of the source and purpose of the advertisement and (ii) any resulting attitudinal or behavioural outcomes.

Findings: Despite the sample comprising mainly high-risk drinkers, participants were generally unable to relate to the heavy drinkers depicted in the DrinkWise advertisement. This disassociation resulted in a perceived lack of need to modify their own drinking behaviours. Instead, the study participants found the advertisement to be entertaining and supportive of existing social norms relating to heavy drinking among members of this age group.

Conclusions: The 'How to Drink Properly' advertisement by Drinkwise in Australia may reinforce existing drinking attitudes and behaviours among young drinkers.

Keywords: Advertising effects; Australia; alcohol industry; qualitative; responsible drinking campaigns; social aspects organisations; young drinkers.

MeSH terms

Adolescent
Advertising*
Alcohol Drinking*
Attitude to Health*
Female
Humans
Intention*
Male
Qualitative Research
Western Australia
Young Adult