Evaluation of a federally funded alcohol abuse prevention campaign: Exploring impact and unintended effects
Abstract
Evaluation is a key component of alcohol abuse prevention campaigns on college campuses, yet few practitioners/researchers evaluate their campaign efforts. Given the consequences of heavy episodic drinking and alcohol abuse, there is a great need for prevention efforts to be more successful. This study evaluated a federally funded alcohol abuse prevention campaign at a large Midwestern university. Through analysis of campaign exposure's effect on alcohol use and self-reported experience with alcohol-related consequences, as well as the effect of exposure on attitudes toward heavy episodic drinking, results indicated that the campaign had no significant impact on students exposed to the campaign. Additionally, possible unintended campaign effects were explored. Results from this aspect of the study indicated that students found the campaign's message somewhat confusing, and did not understand what behavioral modification the message implied. Limitations and ideas for practitioners are also discussed.^
Degree
M.A.
Advisors
Susan E. Morgan, Purdue University.
Subject Area
Health Sciences, Public Health Education
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