Mass media and community interventions to reduce alcohol use by early adolescents

Journal of Studies on Alcohol
Brian S FlynnPeter W Callas

Abstract

Although early use of alcohol is an immediate and long-term risk for young people, proven prevention strategies are limited. Mass media interventions have been shown to be effective in reducing use of other substances by adolescents. This study tested the impact of a 4-year media campaign designed to reduce alcohol use by early adolescents. Theory-based television and radio messages promoting avoidance of alcohol were developed and delivered to an audience of young people as they matured from Grades 4-5 to Grades 7-8. A set of eight school districts was identified as the Media Area; eight matching districts served as the Comparison Area. Independent Grade 7-8 surveys were conducted in all districts at baseline (N= 2897) and after the interventions (N=2419). Unanticipated community coalitions working to reduce youth substance use were introduced into 10 of these 16 communities during the same time period. Exposure of the target audience to the media messages was lower than expected, and the unplanned community coalition interventions may have favored the Comparison Area. The main analyses indicated that the media interventions did not significantly affect alcohol use or its mediators. Supplementary analyses suggested a substanti...Continue Reading

Citations

May 6, 2009·Alcoholism, Clinical and Experimental Research·Howard B MossFred Donodeo
Jan 5, 2008·Annual Review of Public Health·Lorien C Abroms, Edward W Maibach
Sep 3, 2011·Health Education Research·Brian S FlynnAnne L Dorwaldt
Jun 8, 2011·Journal of Health Psychology·Maria Leonora G Comello, Michael D Slater
Jan 13, 2018·Alcohol and Alcoholism : International Journal of the Medical Council on Alcoholism·Ben YoungTessa Langley
Jun 16, 2015·The Cochrane Database of Systematic Reviews·Laurie M AndersonL Kendall Krause
Jan 29, 2011·BMC Public Health·Claire TobinCharles Livingstone
Jun 4, 2021·Journal of Drug Education·Morica Hutchison, Beth S Russell

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