Australia; VIC
When it comes to communicating the harms of alcohol, what works? Aussie researchers interviewed 45 Aussies aged 54-74 to ask them what messaging could work to help reduce alcohol consumption. They found current campaigns don't really resonate with older audiences, and campaigns that employ a more positive tone and provide practical advice could help, but there’s no ‘one-size-fits-all’ approach that would work for everyone. The team said drinking identities seem to be constructed over a lifetime, and reflect a unique journey with strong influences from family, friends and colleagues – so this might affect how they view harm reduction campaigns. Overall, the team says men seemed to prefer a communication of facts and figures about the problem and practical strategies to address this problem, presented by a man who is authoritative (but not authoritarian). Meanwhile, women appear more open to messengers of any gender, a more personal tone, and a range of health promotional styles, including aspirational and motivational messaging.
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