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. 2015 Mar 11;5(3):e006511.
doi: 10.1136/bmjopen-2014-006511.

Using a mass media campaign to raise women's awareness of the link between alcohol and cancer: cross-sectional pre-intervention and post-intervention evaluation surveys

Helen G Dixon  1 , Iain S Pratt  2 , Maree L Scully  1 , Jessica R Miller  3 , Carla Patterson  3 , Rebecca Hood  3 , Terry J Slevin  2
Affiliations

Using a mass media campaign to raise women's awareness of the link between alcohol and cancer: cross-sectional pre-intervention and post-intervention evaluation surveys

Helen G Dixon et al. BMJ Open. .

Abstract

Objectives: To evaluate the effectiveness of a population-based, statewide public health intervention designed to improve women's awareness and knowledge of the link between alcohol and cancer.

Design: Cross-sectional tracking surveys conducted pre-intervention and post-intervention (waves I and III of campaign).

Setting: Western Australia.

Participants: Cross-sectional samples of Western Australian women aged 25-54 years before the campaign (n=136) and immediately after wave I (n=206) and wave III (n=155) of the campaign.

Intervention: The 'Alcohol and Cancer' mass media campaign ran from May 2010 to May 2011 and consisted of three waves of paid television advertising with supporting print advertisements.

Main outcome measures: Campaign awareness; knowledge of drinking guidelines and the link between alcohol and cancer; intentions towards drinking.

Results: Prompted recognition of the campaign increased from 67% following wave I to 81% following wave III (adjusted OR (adj OR)=2.31, 95% CI 1.33 to 4.00, p=0.003). Improvements in women's knowledge that drinking alcohol on a regular basis increases cancer risk were found following wave I (adj OR=2.60, 95% CI 1.57 to 4.30, p<0.001) and wave III (adj OR=4.88, 95% CI 2.55 to 9.36, p<0.001) compared with baseline. Knowledge of the recommended number of standard drinks for low risk in the long term increased between baseline and wave I (adj OR=1.68, 95% CI 1.02 to 2.76, p=0.041), but not baseline and wave III (adj OR=1.42, 95% CI 0.84 to 2.39, p=0.191). Among women who drink alcohol, the proportion expressing intentions to reduce alcohol consumption increased significantly between baseline and wave III (adj OR=2.38, 95% CI 1.11 to 5.12, p=0.026). However, no significant reductions in recent drinking behaviour were found following the campaign.

Conclusions: Results indicate a population-based mass media campaign can reach the target audience and raise awareness of links between alcohol and cancer, and knowledge of drinking guidelines. However, a single campaign may be insufficient to measurably curb drinking behaviour in a culture where pro-alcohol social norms and product marketing are pervasive.

Keywords: EDUCATION & TRAINING (see Medical Education & Training); PREVENTIVE MEDICINE; PUBLIC HEALTH.

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Figures

Figure 1
Figure 1
Knowledge of the link between alcohol and cancer, and of drinking guidelines among survey 1 and 2 respondents for those aware and not aware of the ‘Alcohol and Cancer’ campaign. *Significant difference at p<0.05 level.
See this image and copyright information in PMC

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