Check Yourself: Research, Develop and Early Findings from a Young Adult Binge Drinking Prevention Campaign

Background:  The rate of binge drinking among Vermont young adults (49.5%) is much higher than the national rate (39.7%) (SAMHSA). Based on these estimates, Vermont has the 7th highest rate of young adult binge drinking in the U.S. Binge drinking campaigns can affect risky behavior, however they can have no impact or a negative impact if message and creative execution is not based on a foundation of formative research to guide strategy.

Program background:  The Check Yourself campaign was developed in partnership with the Vermont Department of Health as a digital-only high-risk drinking prevention campaign targeting young adult “Partier” culture.

Evaluation Methods and Results: 

Two phases of research were conducted prior to campaign development, the first in January 2014 and the second in June 2015. In phase I, 20 young adults were recruited from bars and clubs to participate in two focus group discussions (8 participants each) and 4 individual interviews about their knowledge, values, and beliefs surrounding alcohol consumption and binge drinking. Research also examined whether specific segments of young adults were more likely to be at-risk for binge drinking. A variety of prevention ads were also tested for message and creative receptivity. Key findings indicated higher rates of binge drinking behavior among the “Partier” subculture and a gross underestimation of the standard definition for “binge drinking.” Feedback on other prevention campaigns indicated that ads should be realistic and not exaggerated. There was better receptivity to common consequences such as getting sick, embarrassing yourself, etc, rather than extreme consequences that were not relatable. Responsible drinking tips and messages were vastly prefered over abstinence-focused messages. A second phase of research during campaign development focused on testing potential brand names, designs, and video ad concepts in 2 focus groups with 8 participants each. Based on the formative research, one big idea was created to drive this campaign - the audience wants to go out and have fun while not getting so drunk that they lose control and do regrettable things. The Check Yourself campaign focused on three types of education-focused messages: 1) Basics of alcohol and drinking; 2) Dispelling common myths about drinking; 3) Simple and easy-to-remember tips to drink “better.” By developing a mix of lifestyle and messaging content and disseminating it using a targeted paid digital media strategy, the campaign was able to create a credible brand that delivered drinking tips in a way that was believable, memorable, and clear.

Conclusions:  To address high-risk drinking behaviors, campaigns should endeavor to be memorable and relevant to the target audience.  Information can be communicated in simple, easy-to-remember segments that include how to drink “better” when the audience is engaging in the behavior.

Implications for research and/or practice:  Public health professionals seeking to address binge drinking behaviors should carefully consider the tone and message of their campaigns to align with the culture of the highest-risk drinkers in the target community.