Evaluation of a public education campaign to support parents to reduce adolescent alcohol use.

INTRODUCTION AND AIMS: Mass media education campaigns targeting parents may influence parent factors that reduce adolescent drinking; however few such campaigns have been evaluated. DESIGN AND METHODS: The Parents, Young People and Alcohol campaign included two phases of mass media advertising, Cogs and I See, to deliver consistent messages across multiple media channels. The campaign targeted Western Australian parents of 12-17 year olds with messages describing alcohol's effect on the developing brain and adolescent physical and mental health. The campaign reinforced the National Health and Medical Research Council (NHMRC) Guideline that for under 18s, not drinking is the safest option. Parent knowledge, attitudes and behaviours were assessed via cross-sectional surveys administered before the campaign (Time 1) and at two post-tests (Time 2; Time 3). Post-test campaign awareness and perceptions were also assessed. RESULTS: Campaign awareness was high (48% Time 2; 80% Time 3) and over 86% of parents found the campaign believable and relevant at both post-tests. Increased knowledge of the NHMRC guideline and lower belief in alcohol myths were found at both post-tests compared to Time 1. Less positive attitudes to parental supply were found at Time 2, but were not sustained at Time 3. Parents were more likely to have discussed alcohol risks and limiting drinking with their child at Time 3, but parent-to-child alcohol supply did not change significantly. DISCUSSION AND CONCLUSIONS: The campaign achieved high awareness and positively influenced parental outcomes. Longer term campaign implementation supported by policy and environmental measures may be required to change parental supply.

Sales promotion strategies and youth drinking in Australia.

This study employed an exploratory approach to generate detailed information about how in-store shopping experiences and exposure to sales promotion activities feature in the alcohol choices of Australian 18-21 year old drinkers. The qualitative methods of interviews, focus groups, and emailed narratives were used during 2014 to collect relevant data. The findings suggest that young drinkers' in-store shopping experiences and exposure to sales promotions influence the type, range, and quantity of alcohol purchased. In particular, the role of sales staff can be critical in increasing the amount of alcohol purchased by drawing drinkers' attention to and encouraging their participation in sales promotions. There thus appears to be an important interaction between promotional practices and young drinkers purchasing substantially larger quantities of alcohol than originally intended. Such practices need review in light of the high risk of alcohol-related harm experienced by many members of this age group.

Understanding and addressing the Schoolies phenomenon.

OBJECTIVE: This study qualitatively explored Western Australian school leavers' alcohol-related experiences during the Schoolies period to generate insights for the purpose of intervention design. This is in the context of an impending change in the age of Western Australian students completing secondary school which, for the first time, will see around half being of legal age to purchase alcohol. METHOD: Fifty-four 18-21-year-olds provided reflections via an emailed introspection on their experiences in the immediate post-school period. This provided access to the views of those who chose to attend events and consume large amounts of alcohol, those who attended events but refrained from excessive alcohol consumption, and those who elected to either avoid Schoolies events or engage in alternative celebrations. The data were coded and analysed using NVivo10. RESULTS: Three primary themes were identified that related to the perceived role of alcohol during Schoolies, the range of associated rite-of-passage rituals, and the strategies used by some Leavers to avoid alcohol and its consequences during the Schoolies period. CONCLUSION: Students and parents constitute important target groups for interventions designed to address alcohol-related harms during Schoolies. In the WA context, legislation on secondary supply and controlled purchase, as recommended by health and police authorities, could reduce harms that are likely to result from the change in the age of school leavers. Suggestions for alternative pastimes to promote to school leavers are provided.