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

Shift the focus on alcohol from person to public good

“Alcohol is bad for health”. The above message is on a portrait frame; This message narrows the reader’s focus on the human body. Under this narrative, we can list out all the illnesses that alcohol consumption results in; and the whole other range of alcohol-related problems as well. The problem…

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Posted in message framing social marketing social norm theory

Can social norms marketing reduce high-risk drinking?

In 1989, Northern Illinois University wanted to reduce students’ high-risk (binge) drinking behaviour. At the time, the university housed 23,000 students. Its researchers adopted the social norms marketing theory to craft messages for their social marketing campaign. This post discusses the steps they adopted. The contents of this post are…

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