Implementing Public Health Education Campaigns: Lessons from Alcohol Abuse Prevention. An Evaluation of the National Institute on Alcohol Abuse and Alcoholism's 1982 Alcohol Abuse Prevention Campaign

摘要

This two-year evaluation of a major public education campaign addresses alcohol problems among women and youth. The evaluation employs utilization of surveys of the target populations in selected areas, interviews with significant others, and various measures to determine the impact of the campaign program on target audience, including changes in knowledge, attitudes, and to the degree possible, behavior. The effort also assesses the campaign media distribution methods and the effectiveness of the campaign materials and methods as related to the target population. Insights into the overall workings of the campaign will be used to enhance the performance of similar type media campaigns in the future. In addition, the final report contains examples of activities conducted in the 12 indepth sites which were not specifically required as part of the NIAAA campaign but serve as examples of innovative activities conducted at the state and local levels and the general subject of alcohol abuse prevention.