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Study Reveals Youth Attitudes on A

• A new report by the UK-based Economic and Social Research Council has concluded that
anti-drinking campaigns have little or no impact on behavior or consumption of
alcohol by young adults. Moreover, the youth in the survey reported that they didn’t feel
that binge drinking was an unacceptable or dangerous behavior.
• Overall the youth included in the survey felt that warnings not to drink more than two or
three units of alcohol day are seen as unrealistic. The research did find, however, that young
people did “identify with adverts which promoted alcohol as a fun, social habit.”
• Not surprisingly, the youth also reported that alcohol played a significant part in helping
them form community, bond with each other and form a group identity.  Many of the youth
also reported that they fail to identify with the portrayal of youth in alcohol
awareness, advertising and PSA campaigns.
• What type of awareness campaigns do work?
• According to Professor Isabelle Szmigin, who assisted the study:
• “For young people, drinking is very much a part of their social life but we feel that a lot of
the government literature tends to present a picture of it being an individual
responsibility rather than a social one.
• “Young people do engage with the idea of responsible drinking but far more from
the social side. They ensure there are designated drivers; people looking out for each other
and that their friends are safe.”
• Gen Y is a savvy bunch and the type of campaigns that may have worked in the past
are no longer effective. Remember, these kids have access to an unprecedented amount
of information–most of it on demand. And they have been weaned on advertising and can
smell marketing a mile away.
• As Professor Szmigin points out, the best approach is to shift some of the
verfijning
• 27.363 blogs met een of andere
verwijzing naar drugs op een aantal
van 2.697.811 op de
Nederlandstalige Netlog.
(op 29/01/2009).
verfijning
• 100 blogs gescand en geclusterd in 3
categorieën
– Cluster 1: raden drugs aan of praten er
positief over: 20%
– Cluster 2: ontraden druggebruik en
praten er negatief over: 60%
– Cluster 3: praten neutraal over drugs,
nemen geen standpunt in: 20%
Netlogpagina’s waarover drugs
gepraat wordt
• http://nl.netlog.com/clan/Free_The_Weed/blog/blogID=493029
• NEUTRAAL DRUGS
• http://nl.netlog.com/NaikiDesBoite/blog/blogid=81014214#blog
• POSITIEF DRUGS
• http://nl.netlog.com/social_room/blog/blogid=81014077#blog
• NEUTRAAL DRUGS WETGEVING
• http://nl.netlog.com/_MaradoXx_/blog/blogid=81009187#blog
• RAZZIA COMPLEG 151 REACTIE
• http://nl.netlog.com/no_angel_ke/blog/blogid=80229387#blog
• STUDIE DRUGS HLN + COMMENT
• http://nl.netlog.com/clan/weed/blog/blogID=294847
• WEED CONVERSATION
• http://nl.netlog.com/Mr_Nate/blog/blogid=80370202#blog
• DRUGS JA NEE
Ontradend
Praten positief over drugs
Eerder neutraal
Niet altijd even ernstig
Openlijk over drugs
Bad experiences
Meningen over drugs
Meningen over drugs (2)
Stoer
Above the influence
• above the influence.avi

• http://www.youtube.com/watch?v=yYwxE
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