e-journal

Moderating teen drinking:combining social marketing and education

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Purpose – This paper outlines a pilot study that was undertaken in Australia in 2011 that combined
social marketing with education. An intervention targeting 14-16 year olds to influence attitudes and
behavioural intentions towards moderate drinking was developed and tested. Game On:Know alcohol
(GO:KA) is a six-module intervention that is delivered to a year level cohort in an auditorium. GO:KA
combines a series of online and offline experiential activities to engage (with) students.
Design/methodology – Following social marketing benchmark criteria, formative research and
competitive analysis were undertaken to create, implement and evaluate an intervention. The
intervention was delivered in one all boys’ and one all girls’ school in April and June 2011, respectively.
A total of 223 Year 10 students participated in GO:KA with the majority completing both pre- and
post-surveys. Paired samples t-tests and descriptive analysis were used to assess attitudinal and
behavioural intention change.
Findings – Attitudinal change was observed in both schools while behavioural intentions changed
for girls and not boys according to paired samples t-testing. Post hoc testing indicated gender
differences.
Research limitations – The lack of a control group is a key limitation of the current research that
can be overcome in the 20 school main study to be conducted in 2013-2015.
Originality/value – The current study provides evidence to suggest that a combined social
marketing and education intervention can change teenage attitudes towards moderate drinking whilst
only changing behavioural intentions for female teenagers. Analysis of the intervention provides
insight into gender differences and highlights the need for a segmented approach.

Keywords Alcohol, Teenagers, Adolescents, Social marketing, Health education, Online games,Evaluation, Alcoholic drinks

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Informasi Detail

Judul Seri

Health Education

No. Panggil

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Penerbit

: Emerald Group., 2013

Deskripsi Fisik

Health Education Vol. 113 No. 5, 2013 pp. 392-406

Bahasa

English

ISBN/ISSN

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Klasifikasi

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Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PENDIDIKAN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Asmawati/Syahrial

Versi lain/terkait

Lampiran Berkas

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