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dc.contributor.authorFrance, K.
dc.contributor.authorDonovan, Robert
dc.contributor.authorBower, C.
dc.contributor.authorElliott, E.
dc.contributor.authorPayne, J.
dc.contributor.authorD'antoine, H.
dc.contributor.authorBartu, Anne
dc.date.accessioned2017-01-30T11:45:30Z
dc.date.available2017-01-30T11:45:30Z
dc.date.created2015-01-27T20:00:43Z
dc.date.issued2014
dc.identifier.citationFrance, K. and Donovan, R. and Bower, C. and Elliott, E. and Payne, J. and D'antoine, H. and Bartu, A. 2014. Messages that increase women’s intentions to abstain from alcohol during pregnancy: results from quantitative testing of advertising concepts. BMC Public Health. 14: 30.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/14713
dc.identifier.doi10.1186/1471-2458-14-30
dc.description.abstract

Background: Public awareness-raising campaigns targeting alcohol use during pregnancy are an important part of preventing prenatal alcohol exposure and Fetal Alcohol Spectrum Disorder. Despite this, there is little evidence on what specific elements contribute to campaign message effectiveness. This research evaluated three different advertising concepts addressing alcohol and pregnancy: a threat appeal, a positive appeal promoting a self-efficacy message, and a concept that combined the two appeals. The primary aim was to determine the effectiveness of these concepts in increasing women’s intentions to abstain from alcohol during pregnancy.Methods: Women of childbearing age and pregnant women residing in Perth, Western Australia participated in a computer-based questionnaire where they viewed either a control or one of the three experimental concepts. Following exposure, participants’ intentions to abstain from and reduce alcohol intake during pregnancy were measured. Other measures assessed included perceived main message, message diagnostics, and potential to promote defensive responses or unintended consequences.Results: The concepts containing a threat appeal were significantly more effective at increasing women’s intentions to abstain from alcohol during pregnancy than the self-efficacy message and the control. The concept that combined threat and self-efficacy is recommended for development as part of a mass-media campaign as it has good persuasive potential, provides a balance of positive and negative emotional responses, and is unlikely to result in defensive or unintended consequences.Conclusions: This study provides important insights into the components that enhance the persuasiveness and effectiveness of messages aimed at preventing prenatal alcohol exposure. The recommended concept has good potential for use in a future campaign aimed at promoting women’s intentions to abstain from alcohol during pregnancy

dc.publisherBioMed Central Ltd
dc.relation.urihttp://www.biomedcentral.com/1471-2458/14/30
dc.subjectCampaigns
dc.subjectMessages
dc.subjectAlcohol
dc.subjectFASD
dc.subjectFear
dc.subjectSelf-efficacy
dc.subjectAdvertising
dc.subjectThreat
dc.subjectPregnancy
dc.titleMessages that increase women’s intentions to abstain from alcohol during pregnancy: results from quantitative testing of advertising concepts
dc.typeJournal Article
dcterms.source.volume14
dcterms.source.number30
dcterms.source.issn1471-2458
dcterms.source.titleBMC Public Health
curtin.note

This article is published under the Open Access publishing model and distributed under the terms of the Creative Commons Attribution License http://creativecommons.org/licenses/by/2.0/ Please refer to the licence to obtain terms for any further reuse or distribution of this work.

curtin.departmentCentre for Behavioural Research in Cancer Control
curtin.accessStatusOpen access


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