Evaluation of the Scottish Health Education Unit's 1976 campaign on alcoholism

Summary

During 1976 the Scottish Health Education Unit (SHEU) mounted a national campaign on alcoholism. This campaign used television films and newspaper advertisements intended to persuade alcoholics to seek treatment and to educate the public about alcoholism and agencies available to help problem drinkers. The T. V. campaign was evaluated by surveys of four Scottish towns, monitoring referrals to alcoholism treatment agencies and by analysis of letters sent to the SHEU in response to the campaign. The campaign reached about 75% of adults in the survey areas. Younger, lower status, people were more likely to have seen the films. Optimal penetration was achieved after only two months' exposure to the films. Those who had seen the films were better informed about alcoholism by 5–10% than those who had not seen them. Even so, the campaign did not increase the level of knowledge about alcoholism of the population, nor did it lead to reduced alcohol consumption during the eight month evaluation period.