Reducing Binge Drinking in New Hampshire Young Adults

Theoretical Background and research questions/hypothesis: New Hampshire (NH) has higher than national rates of young adult (YA) binge drinking (BD). Preliminary NH data indicates that YA (21-25), working and college enrolled are BD at the highest rates. Drinking is influenced by youth (mis)perceptions of how their peers drink. If misperceptions can be corrected, young people may drink less (Cochrane, 2015; Sessa, 2007). Formative research indicates that utilizing Bandura’s Social Cognitive Theory (SCT) could potentially normalize non-BD behaviors; in addition to social norming, peer crowds/groups are known to influence YA style and music preference, as well as values and beliefs (Sussman et al., 2007). Studies have found peer group identification relates to behaviors such as substance use and risk-taking (Sussman et al., 2007). YAs relate to their peer environment through identification with these crowds (Lee et al., 2014). Media messages can successfully change people’s risk perceptions associated with BD (Ayers & Myers, 2010). Our hypothesis presumes that if an approach employs the above theories, we can identify: what peer groups engage in BD, the type of information these groups needs/prefers, and the appropriate communication tools to message through, and then creating a peer crowd-specific campaign to reduce BD in NH YAs can be successful.

Methods: Analysis was drawn on the following: (1) comprehensive literature review of >80 peer reviewed journal articles, (2) environmental scan of current prevention or harm reduction campaigns, and, (3) extensive review of data from national and statewide validated assessments. Results informed our primary research: (1) conducting focus groups, and (2) creating and testing a social marketing campaign to reduce BD, targeted at NH YA, 21-25 years of age.

Results: A major consensus of the research pointed to defining social norms and utilizing recognized peer groups for a social marketing intervention, including finding brand ambassadors or innovators/early adopters and using the Social Learning Theory and SCT as the guiding theoretical frameworks (Bandura et al., 1998).  A focus group workbook was developed utilizing peer group associations and the AUDIT screening tool. Early results of focus groups identify three high risk peer groups most likely to BD. Research will be completed June, 2017. Targeted analysis of NH data sources found: (1) males are twice as likely to BD >three times in 30 days than females, (2) BD females are less likely to perceive some or great risk from BD than their non-BD counterparts, and (3) while BD males (21-25) are less depressed than the non-BD males (21-25), they are more likely to have considered suicide in the past 12 months than the non-BD males.

Conclusions: Preliminary results indicate messaging should emphasize the immediate and real consequences of drinking too much (risk reduction) vs. extreme/uncommon or long-term impacts and focus on harm reduction and responsible drinking vs. abstinence, including emphasizing both the physical and social consequences of overdrinking.

Implications for research and/or practice: Pending research results (June 2017), primary messages for the NH market will be focused on changing YA attitudes surrounding BD behaviors, utilizing peer groups and their associated behaviors.