Home > Can a mass media campaign raise awareness of alcohol as a risk factor for cancer and public support for alcohol related policies?

Christensen, Anne Sofie Plum and Meyer, Maria Kristine Hagelskær and Dalum, Peter and Krarup, Anne Friis . (2019) Can a mass media campaign raise awareness of alcohol as a risk factor for cancer and public support for alcohol related policies? Preventive Medicine, 126

URL: https://www.sciencedirect.com/science/article/pii/...

Alcohol consumption increases the risk of several cancers, but public awareness of alcohol as a risk factor for cancer is low. Research indicates that public opinion about alcohol related policies can be influenced by mass media campaigns and awareness of alcohol as a carcinogen. The objective of this study was to test whether a mass media campaign intended to raise awareness of the relation between alcohol and cancer is associated with higher public awareness of alcohol as a risk factor for cancer, and higher levels of support for alcohol related policies. Cross-sectional surveys of a nationally representative sample of N = 6000 Danish adults were conducted pre- (n = 3000) and post campaign (n = 3000) in 2017-2018.

Awareness of alcohol as a cancer risk factor significantly increased between the pre and post campaign survey (approximately 5 percentage points). The proportion of respondents who supported minimum unit pricing, a ban on alcohol advertising, and mandatory nutrition labelling was significantly higher post campaign than pre campaign, while support for limited number of retail outlets and limited sale hours were unchanged. For males, but not females, higher support for an 18 year age limit for purchasing alcohol, age limits for buying alcohol at secondary education school parties, and increased enforcement of age limits was found after the campaign than prior to it.

Conclusively, the results show that a mass media campaign was associated with an increase in awareness of alcohol as a risk factor for cancer as well as alcohol policy support at a population level.


Item Type:Evidence resource
Drug Type:Alcohol
Intervention Type:AOD disorder harm reduction
Date:September 2019
Page Range:p. 105722
Volume:126
EndNote:View
Subjects:A Substance use, abuse, and dependence > Prevalence > Substance use behaviour > Alcohol consumption
B Substances > Alcohol
G Health and disease > State of health > Physical health
G Health and disease > Pathologic process > Cancer
J Health care, prevention and rehabilitation > Prevention approach > Prevention through information and education
J Health care, prevention and rehabilitation > Health related prevention > Health information and education
MA-ML Social science, culture and community > Sociocultural aspects of substance use > Societal attitude toward substance use
MP-MR Policy, planning, economics, work and social services > Political process > Public opinion
MP-MR Policy, planning, economics, work and social services > Policy > Policy on substance use
N Communication, information and education > Information use and impact
N Communication, information and education > Information transfer > Information transfer from research to practice
VA Geographic area > Europe > Denmark

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