HLTH355 Lecture Notes - Lecture 73: Bmc Medicine, Health Canada, Canada Gazette
27 Nov 2018
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Slide 40:
Providing Information – Social Awareness Campaigns
• Alcohol.ThinkAgain mass reach social marketing campaign in Western Australia
o Aim is to reduce high risk alcohol consumption by increasing awareness of lesser known
long-term health risks caused by drinking alcohol
• 30 second TV commercial developed by several organizations including the Cancer Council of
Western Australia
• Results indicate that a campaign can:
o reach the target audience (women)
o raise awareness of links between alcohol and cancer, and knowledge of drinking
guidelines.
o increase intentions to decrease drinking
o no change in alcohol consumption behaviours
Source:http://bmjopen.bmj.com/content/5/3/e006511?utm_source=TrendMD&utm_medium=cpc&ut
m_ca mpaign=BMJOp_TrendMD-
Slide 41:
Providing Information – Social Awareness Campaigns
• Why information-based interventions?
o Shift thinking and social norms. Now accepted by the World Trade Organization panel that
made a decision on tobacco plain packaging.
Example: rethinkyourdrinking.ca
Source: http://www.rethinkyourdrinking.ca/
Slide 42:
Providing Information – Product Labels
Food and substance labels are federally mandated on many products in Canada for the purpose of
supporting Canadians in making more informed and safer choices when consuming and using products.
For example….
Mandatory nutrition labels on pre-packaged goods were introduced in Canada in 2005 to assist
consumers in comparing the nutrient value of food and making more informed food choices. Health
Canada-commissioned research indicates these labels are the most prominent source of nutrition
information among Canadians – 71% report reading labels when comparing and selecting foods.
As described in a paper by Rehm et al in BMC Medicine, alcohol is exempt from key food legislation and
from conventions governing all other psychoactive substances in Canada and internationally
Examples: Cigarettes, Coca Cola
Document Summary
Western australia: results indicate that a campaign can: reach the target audience (women) raise awareness of links between alcohol and cancer, and knowledge of drinking guidelines. increase intentions to decrease drinking, no change in alcohol consumption behaviours. Providing information social awareness campaigns: why information-based interventions, shift thinking and social norms. Now accepted by the world trade organization panel that made a decision on tobacco plain packaging. Food and substance labels are federally mandated on many products in canada for the purpose of supporting canadians in making more informed and safer choices when consuming and using products. Mandatory nutrition labels on pre-packaged goods were introduced in canada in 2005 to assist consumers in comparing the nutrient value of food and making more informed food choices. Canada-commissioned research indicates these labels are the most prominent source of nutrition information among canadians 71% report reading labels when comparing and selecting foods.
