NCJ Number
129838
Journal
Drug Education Journal of Australia Volume: 4 Issue: 2 Dated: (August 1990) Pages: 159-164
Date Published
1990
Length
6 pages
Annotation
This article describes the developments and achievements to date of Australia's National Alcohol Campaign which focuses on the problems of underage drinking.
Abstract
The overall objective of the initial stage of the campaign was to reduce the harm related to alcohol use by adolescents. In March 1988 and again over the Christmas 1989 holiday period, five television commercials were aired. Results from recall and recognition research conducted immediately following the initial exposure confirmed the success of several of the campaign themes. The respective State and territory campaigns support the "umbrella" structure provided by the Drug Offensive campaign messages thereby creating an infrastructure of social marketing in Australia. Preliminary results from the repeat of the benchmark survey continue to demonstrate the effectiveness of the Drug Offensive advertising resources and support a strategy to continue "maintenance" activities of the adolescent alcohol campaign. 11 references (Author abstract modified)