P/MD/89. Dissertation. Methods of effective campaigning against binge drinking

The dissertation examines the heath dangers of binge drinking reviewing the situation in the UK and investigating the effectiveness of the campaign against binge drinking in the media and through advertising. Literature is reviewed on the ways of reaching the target audience through the media mix, advertising format, etc. Previous anti-binge drinking campaigns are described commenting on the effectiveness of shock advertising. The methods of research are outlined including surveys in the form of a questionnaire and focus group interviews. Conclusions are made about the optimal methods of a successful anti-binge drinking campaign.