Anti-drink ad 'not effective'James Randerson, science correspondent
The Guardian,
Monday December 10 2007
A drinks industry-funded campaign to encourage responsible drinking in the run up to Christmas is ill-conceived, according to researchers who have studied young people's attitudes to alcohol.
"The Choice Is Yours" campaign features two adverts each depicting a very different night out. One ends in drunken behaviour, embarrassment and a hangover, while the other shows the positive and sociable side of responsible drinking.
But the researchers say that the drunken antics depicted in the "bad" night out are seen by most young people as part of a bonding experience with friends.
"I don't think it will be really effective," said Professor Christine Griffin of Bath University, who led the study.
She said that even nights culminating in a trip to casualty are often seen as a badge of honour by young drinkers. She said that focusing on the longer-term consequences of drinking would be more effective.
The researchers gathered information on attitudes to drinking by conducting 10 structured focus groups with men and women aged 18 to 25, plus four interviews. The research will be published in the International Journal of Drug Policy.
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