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Full-Text Articles in Medicine and Health Sciences
Messages That Increase Women's Intentions To Abstain From Alcohol During Pregnancy: Results From Quantitative Testing Of Advertising Concepts, Kathryn E. France, Robert J. Donovan, Carol Bower, Elizabeth J. Elliott, Janet M. Payne, Heather D'Antoine, Anne E. Bartu
Messages That Increase Women's Intentions To Abstain From Alcohol During Pregnancy: Results From Quantitative Testing Of Advertising Concepts, Kathryn E. France, Robert J. Donovan, Carol Bower, Elizabeth J. Elliott, Janet M. Payne, Heather D'Antoine, Anne E. Bartu
Research outputs 2014 to 2021
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 …