The Effectiveness of a Novel Public Health Campaign to Reduce Parental Provision of Alcohol

BACKGROUND: Parental provision of alcohol to children is common despite being associated with negative outcomes, including earlier initiation of alcohol use and riskier drinking behaviours. Parental provision can be particularly problematic because it suggests to children that their parents have permissive attitudes to underage alcohol use. This study evaluated the ‘I need you to say no’ mass media public health campaign implemented by the Mental Health Commission in Western Australia (Nov 2018 - Feb 2022). The campaign adopted a novel approach by depicting adolescent children asking their parents to say ‘no’ if they ask for alcohol, alongside information challenging beliefs that provision behaviours are safe and commonplace. METHODS: Parents in Western Australia (n = 297) were surveyed in March 2022 to examine campaign recognition, perceptions of the campaign, and behaviours enacted due to seeing the campaign. Descriptive analyses were conducted. Two generalised linear models were also run to identify variables associated with positive campaign perceptions and behaviours enacted due to the campaign. RESULTS: The campaign was recognised by 4 in 5 parents and was rated by 70+% as being clear, memorable, and believable. Two-thirds of parents reported that the campaign made them concerned about underage drinking and less likely to supply alcohol to minors. Half the sample reported talking to their children about alcohol as a result of seeing the campaign. Perceptions of the campaign did not differ according to demographic characteristics, suggesting the campaign achieved widespread approval across demographic subgroups. Positive perceptions of the campaign were associated with enacting more of the examined harm reduction behaviours (B = .43, p = .002). CONCLUSIONS: A novel campaign discouraging parental provision of alcohol resonated with parents and motivated harm reduction behaviours. Such campaigns have the potential to reduce alcohol-related harms among underage people. KEY MESSAGES: • A campaign advising parents to not provide alcohol to children was well received. • Such campaigns can challenge permissive attitudes to parental alcohol provision and promote harm-reduction behaviours.