Prevention Through Partnerships: Empowering Parent-Child Discussions About the Risk of Alcohol and Cancer.

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.