Combining Social Norms and Social Marketing to Address Underage Drinking: Development and Process Evaluation of a Whole-of-Community Intervention.
Combining Social Norms and Social Marketing to Address Underage Drinking: Development and Process Evaluation of a Whole-of-Community Intervention.
复制标题
结合社会规范和社会营销以解决未成年人饮酒：整个社区干预的开发和过程评估。
DOI：
10.1371/journal.pone.0169872
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发表时间：
2017
期刊：
影响因子：
3.7
通讯作者：
Francis K
中科院分区：
文献类型：
--
作者：
Jones SC;Andrews K;Francis K
与其他国家一样，澳大利亚青少年的酒精消费量一直在稳步下降；饮酒的年轻人越来越少，而且开始饮酒的年龄越来越大。然而，年轻人、他们的父母和社区中的其他人仍然认为青少年（过度）饮酒是常态。这种看法，以及同时存在的大多数父母乐意为未成年子女提供酒精的误解，创造了一种接受青少年饮酒的文化。年轻人相信，他们会喝酒是被接受的，甚至是被期望的；父母认为，不给青春期的孩子提供酒精会导致社会排斥。有证据表明，改变社会规范可以对青少年（和成年人）与酒精相关的态度和行为产生直接和持久的影响。本文报告了一种新颖的、基于社区的社会营销干预措施，旨在纠正澳大利亚社区对酒精相关社会规范的误解。该项目采用了社会营销方法，充分补充了 Andreasen 的社会营销基准标准，同时针对青少年、青少年父母和更广泛的社区。该研究利用广泛的形成性研究和多种评估技术，证明社区社会规范的转变是可能的，并表明这种方法可以更广泛地用于支持青少年饮酒和父母供应的积极趋势。
Youth alcohol consumption has been steadily declining in Australia, as in other countries; fewer young people are drinking and the age of initiation is increasing. However, young people, their parents and others in their communities continue to believe that adolescent (excessive) drinking is the norm. This perception, and the concurrent misperception that the majority of parents are happy to provide their underage children with alcohol, creates a perceived culture of acceptance of youth alcohol consumption. Young people believe that it is accepted, and even expected, that they will drink; and parents perceive that not providing their adolescent children with alcohol will lead to social exclusion. There is evidence that shifting social norms can have an immediate and lasting effect adolescents’ (and adults’) alcohol related attitudes and behaviors. This paper reports on a novel, community based social marketing intervention designed to correct misperceptions of alcohol related social norms in an Australian community. The project utilized a social marketing approach, informed by the full complement of Andreasen’s social marketing benchmarking criteria, and concurrently targeted adolescents, parents of adolescents and the broader community. Using extensive formative research and multiple evaluation techniques, the study demonstrates that shifts in community social norms are possible and suggests that this approach could be used more widely to support the positive trends in youth alcohol consumption and parental supply.