Ready, Set, Listen: An Exploration of the Use of An Innovative Electronic Board Game to Foster Parent/Child Communication about Underage Alcohol Use and Its Consequences

Background: Underage alcohol use is the most significant substance abuse problem facing our youth. Alcohol is used by more adolescents than tobacco or illegal drugs, making underage alcohol consumption in the United States a “widespread and persistent public health problem,” according to the U.S. Surgeon General. But research shows that teens are much more likely to delay drinking when they feel they have a close, supportive tie with a parent or guardian. Developing open, trusting communication between parents/adult caregivers and their children is essential to helping youth avoid alcohol use. If a child feels comfortable talking openly with a parent, that parent will have a greater chance of guiding the child toward healthy decisionmaking. However, having thoughtful and useful conversations between parents and their children about underage drinking can be anxiety producing and challenging; so much so that many parents often give the idea short shrift or do not broach the subject at all.

Program background: The Ready, Set, Listen electronic board game is an innovative tool to help parents and 9- to 13-year-old youth engage in such conversations in meaningful ways that address the attitudes, feelings, and social contexts in which the child must live and interact. This interactive multimedia computer-based game creates a comfortable and engaging atmosphere to support parent/child conversations about underage drinking while providing thoughtful and provocative questions, visual and auditory cues, and other stimuli to set the discussion in motion. Infinite game playing experiences are made possible through random access processing to encourage repeat play.

Evaluation Methods and Results: Qualitative research has been conducted using focus groups and in-depth interviews to test the initial concept and potential for the Ready, Set, Listen board game as being an effective health communications tool. Through an extensive marketing campaign, we can now track online usage and employ online data collection systems and user interviews to obtain more precise data on usage behaviors that result from the playing the online game.  Data show that parents and children who use the game have:

• Increased the number of conversations about the harms of underage alcohol use.
• Increased their perception of underage alcohol use as harmful.
• Feel empowered to speak with other youth and adults about the dangers of underage alcohol use.

Conclusions:  This poster presentation is intended to enhance knowledge on how an online game can serve as a valuable communications tool in increasing parent/child conversations on underage alcohol use. In addition, the poster will demonstrate the communications and marketing strategy associated with this game and its effectiveness in reaching diverse audiences. The game, also available in Spanish, has been marketed both direct-to-consumer and through a developing network of intermediaries.

Implications for research and/or practice: Through a 4-year strategic marketing effort, we aim to obtain more data on the usage of the game through user surveys and in-depth interviews. In addition, the strategic marketing effort seeks to have the game played by millions of families nationwide.