A Paid Radio Advertising Campaign to Promote Parent-Child Communication about Alcohol

This study assessed the impact of a paid radio commercial designed to promote parent-child communication about alcohol use and sponsored by the Bureau of Substance Abuse Services, Massachusetts Department of Public Health. A random-digit-dial telephone survey of parents or guardians of children ages...

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Bibliographic Details
Published in:Journal of health communication 2003-09, Vol.8 (5), p.489-495
Main Authors: SURKAN, PAMELA J., DEJONG, WILLIAM, HERR-ZAYA, KATHLEEN M., RODRIGUEZ-HOWARD, MAYRA, FAY, KEVIN
Format: Article
Language:English
Subjects:
Adolescent
Adult
Alcohol Drinking - prevention & control
Alcohol Drinking - psychology
Biological and medical sciences
Child
Communication
Health Care Surveys
Health Promotion - methods
Health technology assessment
Humans
Mass Media
Massachusetts
Medical sciences
Parent-Child Relations
Prevention and actions
Program Evaluation
Public health. Hygiene
Public health. Hygiene-occupational medicine
Radio - utilization
Social Marketing
Specific populations (family, woman, child, elderly...)
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Summary:This study assessed the impact of a paid radio commercial designed to promote parent-child communication about alcohol use and sponsored by the Bureau of Substance Abuse Services, Massachusetts Department of Public Health. A random-digit-dial telephone survey of parents or guardians of children ages 10-17 years was conducted after a four-week advertising flight. Respondents with unassisted recall of the commercial more often disagreed that parent-child discussion is useful only if children have begun to experiment with alcohol, and more often reported having three or more parent-child discussions about alcohol compared to those who did not recall the commercial. Findings suggest the potential benefit of paid media campaigns to encourage parents to talk with their children about alcohol.
ISSN:1081-0730
1087-0415
DOI:10.1080/713852114