‘Drinking is our modern way of bonding’: Young people’s beliefs about interventions to encourage moderate drinking

Abstract

Efforts to discourage excessive alcohol use among young people can only be effective if the target audience is exposed to, attends to, and comprehends key messages. The aim of this study was to examine age and sex differences in drinking motives to better inform development of targeted interventions to reduce alcohol-related harm. Thirty individual interviews and 12 group interviews were conducted with English 13-25 year olds. Interviewees gave multiple motivations for drinking - especially those related to image and reputation, and played down the health implications of heavy drinking. Negative aspects of drinking - caring for drunk friends, being cared for when drunk and suffering through hangovers with friends - were considered to offer opportunities for closer interpersonal bonding than other social activities. Respondents distanced themselves from 'problem' drinkers, but disapproved of others' problematic drinking or antisocial behaviour. Narrative messages demonstrating the social consequences of excessive consumption were preferred to single, static messages emphasising risk or harm. Interviewees noted that interventions must use an engaging tone or pitch: they considered many campaigns to be patronising or preaching. A lack of consensus between age and sex groups highlighted a need for multifaceted, multi-modal approaches that utilise mobile technologies and new media.

Using qualitative methods within a mixed-methods approach to developing and evaluating interventions to address harmful alcohol use among young people.

“…Conventional campaigns also tend to focus on individual responsibility and ignore the group-based social nature of drinking (de Visser et al, 2013;Fry, 2011;Harrison et al, 2011;Hutton, 2012;Jayne et al, 2010;Szmigin et al, 2011). Therefore, campaigns that target individual harms arising from HED may be dismissed as irrelevant, particularly given that many are perceived to employ a patronizing, paternalistic, or preaching tone (de Visser et al, 2013).…”

“…Therefore, campaigns that target individual harms arising from HED may be dismissed as irrelevant, particularly given that many are perceived to employ a patronizing, paternalistic, or preaching tone (de Visser et al, 2013). Peer group drinking and drunkenness are important aspects of the social lives of many young people: the individual experience of intoxication is often accompanied by enhanced feelings of togetherness (Brown & Gregg, 2012;de Visser et al, 2013;Fry, 2011;Jayne et al, 2010;Livingstone, Young & Manstead, 2011;MacNeela & Bredin, 2011;Szmigin et al, 2011;Thurnell-Read, 2011).…”

“…Peer group drinking and drunkenness are important aspects of the social lives of many young people: the individual experience of intoxication is often accompanied by enhanced feelings of togetherness (Brown & Gregg, 2012;de Visser et al, 2013;Fry, 2011;Jayne et al, 2010;Livingstone, Young & Manstead, 2011;MacNeela & Bredin, 2011;Szmigin et al, 2011;Thurnell-Read, 2011). Furthermore, recent qualitative research has revealed that many young people believe that some negative aspects of drinking -such as caring for drunk friends, being cared for when drunk, and suffering through hangovers with friends -offer opportunities for strengthening interpersonal bonds (de Visser et al, 2013). Public health interventions should, therefore, address these important social motives.…”

“…Peer-delivered health education may be perceived as more appealing than teacher-delivered health education (Stephenson et al, 2004), and may address young people's views that alcohol education tends to be patronizing or paternalistic (de Visser et al, 2013) Peer education can also provide opportunities for young people to develop a critical consciousness of how socially constructed norms place their health at risk, and encourage the development of alternative norms (Campbell & MacPhail, 2002). This perspective can be aligned with a resilience framework that highlights the importance of developing not only individual capacities, but also broader protective mechanisms including micro-and macrosocial support for non-or moderate-drinking.…”

“…The content and structure of the video were designed in line with best practice in health psychology and behavior change theory, and recent qualitative research into psychosocial aspects of alcohol use (Brown & Gregg, 2012;de Visser et al, 2013;Jayne et al, 2010;Livingstone et al, 2011;MacNeela & Bredin, 2011;Szmigin et al, 2011). The approach involved several different techniques identified in Abraham and Michie's (2008) taxonomy of behavior change intervention techniques -providing information about others' approval; prompting identification of barriers; providing general encouragement; modeling behavior; and providing opportunities for social comparison; providing information about consequences; teaching use of prompts/cues; and planning social support.…”