Moderating teen drinking: combining social marketing and education

Abstract

Acknowledgments 2The authors wish to acknowledge the financial support provided by Queensland Catholic Education Commission and Griffith University and the support of the students, parents, teachers and support staff employed at the schools. Without your support this study would not have been possible. We also wish to thank the anonymous reviewers of our earlier manuscript for their time and valuable insight. Finally, we wish to personally thank Mr. John Percy for his advice and guidance throughout the project. Moderating teen drinking: Combining social marketing and education Abstract PurposeThis paper outlines a pilot study that was undertaken in Australia in 2011 that combined social marketing with education. An intervention targeting 14-16 year olds to influence attitudes and behavioural intentions towards moderate drinking was developed and tested. Game On: Know Alcohol (GO:KA) is a 6 module intervention that is delivered to a year level cohort in an auditorium. GO:KA combines a series of online and offline experiential activities to engage (with) students. Design/MethodologyFollowing social marketing benchmark criteria, formative research and competitive analysis were undertaken to create, implement and evaluate an intervention. The intervention was delivered in one all boys' and one all girls' school in April and June 2011, respectively. A total of 223 year 10 students participated in GO:KA with the majority completing both pre and post surveys. Paired samples t-tests and descriptive analysis were used to assess attitudinal and behavioural intention change. FindingsAttitudinal change was observed in both schools while behavioural intentions changed for girls and not boys according to paired samples t-testing. Post hoc testing indicated gender differences. Research limitationsThe lack of a control group is a key limitation of the current research that can be overcome in the 20 school main study to be conducted in 2013-2015. Originality/valueThe current study provides evidence to suggest that a combined social marketing and education intervention can change teenage attitudes towards moderate drinking whilst only changing behavioural intentions for female teenagers. Analysis of the intervention provides insight into gender differences and highlights the need for a segmented approach.

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