Features of alcohol harm reduction advertisements that most motivate reduced drinking among adults: an advertisement response study

Conclusions
The effectiveness of alcohol harm reduction campaigns may be improved by directly communicating alcohol's long-term harms to the general adult population of drinkers along with drinking guidelines. By doing so, campaigns can also efficiently influence high-risk drinkers and key demographic subgroups.

Source: BMJ Open - April 20, 2017 Category: Journals (General) Authors: Wakefield, M. A., Brennan, E., Dunstone, K., Durkin, S. J., Dixon, H. G., Pettigrew, S., Slater, M. D. Tags: Open access, Press releases, Communication, Public health Research Source Type: research