WMJ : official publication of the State Medical Society of Wisconsin · 2025
Prevention Through Partnerships: Empowering Parent-Child Discussions About the Risk of Alcohol and Cancer.
СтатьяНазвание и аннотация: Перевод в очереди
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McCall Catherine, Antoine Allison, Kerch Sarah, Skowron Joshua, LoConte Noelle K
Аннотация
BACKGROUND: Alcohol use is increasing in Wisconsin. We aimed to improve a state public health campaign around youth drinking to increase awareness of alcohol as a carcinogen.
METHODS: The campaign was expanded and distributed via targeted social media advertisements and a directed campaign in a Wisconsin county with high rates of alcohol consumption.
RESULTS: The media campaign outperformed benchmarks by 23.6%, delivering 1.65 million impressions. Total billboard impressions exceeded expectations by 46%. Across all digital tactics, there was a collective click-through rate of 0.42%. Facebook had the largest audience with over 128 000 total impressions, exceeding expectations by 28%. Cancer-specific related messaging engaged slightly higher click-through rates among Facebook audiences than impact messaging (0.47% vs 0.36%).
DISCUSSION: Adding cancer-related messaging was effective in this expanded Wisconsin state youth drinking campaign.
METHODS: The campaign was expanded and distributed via targeted social media advertisements and a directed campaign in a Wisconsin county with high rates of alcohol consumption.
RESULTS: The media campaign outperformed benchmarks by 23.6%, delivering 1.65 million impressions. Total billboard impressions exceeded expectations by 46%. Across all digital tactics, there was a collective click-through rate of 0.42%. Facebook had the largest audience with over 128 000 total impressions, exceeding expectations by 28%. Cancer-specific related messaging engaged slightly higher click-through rates among Facebook audiences than impact messaging (0.47% vs 0.36%).
DISCUSSION: Adding cancer-related messaging was effective in this expanded Wisconsin state youth drinking campaign.