E-poster Presentation 2014 World Cancer Congress

‘Alcohol causes cancer in more places than you think’: Using a mass media campaign to raise awareness of the link between alcohol and cancer. (#844)

Steve Pratt 1 , Helen Dixon , Maree Scully 2 , Jessica Miller 3 , Carla Patterson 4 , Rebecca Hood 5 , Terry Slevin 6
  1. Cancer Council Western Australia, West Perth, Western Australia, Australia
  2. Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, VIC, Australia
  3. Monitoring, Evaluation and Research, Drug & Alcohol Office, Government of Western Australia , Perth, Western Australia, Australia
  4. Monitoring, Evaluation & Research, Drug & Alchol Office, Government of Western Australia, Perth, Western Australia, Australia
  5. Monitoring, Evaluation and Research, Drug & Alcohol Department, Government of Western Australi, Perth, Western Australia, Australia
  6. Cancer Council Western Australia, West Perth, Western Australia, Australia

Background: Awareness and knowledge ofthe link between alcohol and cancer is low.  The Western Australian ‘Alcohol and Cancer’ campaign aimed to increase women's awareness that alcohol causes cancer, and of Australia’s national guidelines to reduce the health risks from drinking alcohol. Three waves of paid mass media advertising were conducted from 2010 to 2011.

Aim: To evaluate the short-term impact on the ‘Alcohol and Cancer’ social marketing campaign.

Methods: Cross-sectional on-line surveys of approximately 150 Western Australian women aged 25 to 54 years were conducted prior to the campaign and immediately after Wave I and Wave III of the campaign to assess women’s awareness of the campaign, knowledge about the links between alcohol and cancer, perceptions of risk, and drinking behaviour.  Logistic regression analyses examined differences by evaluation survey in awareness and reactions to the campaign (Survey 1 vs. Survey 2) and knowledge and intentions (Baseline vs. Survey 1; Baseline vs. Survey 2), controlling for age group, location, education level, household composition and drinking behaviour.

Results: Prompted recognition of the campaign increased from 67% at Survey 1 to 81% at Survey 2 (Adj. OR=2.31, 95% CI=1.33-4.00, p=0.003).  Improvements in women’s knowledge that drinking alcohol on a regular basis increases cancer risk were found at Survey 1 (Adj. OR=2.60, 95% CI=1.57-4.30, p<0.001) and Survey 2 (Adj. OR=4.88, 95% CI=2.55-9.36, p<0.001) compared with Baseline.  Knowledge of the recommended number of standard drinks for low risk in the long-term increased from Baseline to Survey 1 (Adj. OR=1.68, 95% CI=1.02-2.76, p=0.041), but not Baseline to Survey 2 (Adj. OR=1.42, 95% CI=0.84-2.39, p=0.191).  Among women who drink alcohol, likelihood and intentions for drinking did not change between surveys. 

Conclusions: The ‘Alcohol and Cancer’ campaign reached the target audience and successfully raised women's awareness of links between alcohol and cancer, and knowledge of the alcohol guidelines.