Posted in message framing Risk communication Social Determinants of health social marketing

How to frame alcohol policy messages

Personal health narrative “Alcohol is bad for your health” We frequently find the above message in the media as a health education message; this is the dominant narrative. In this narrative, we force readers to think about the illnesses that alcohol drinking may cause. This frame results in two unintended…

Continue Reading...
Posted in message framing social marketing social norm theory

Social norms theory to craft high-risk drinking social marketing messages

In 1989, Northern Illinois University wanted to reduce students’ high-risk (binge) drinking behaviour. Its researchers adopted the social norms theory to craft messages for their social marketing campaign. This is their story. This post refers to Michael Haines’s research paper published in 1996. and the Social Norms National Research and…

Continue Reading...