Schwarz Tobias, Goecke Michaela
Referat 1-13, Prävention des Substanzmissbrauchs, Suchtprävention, Bundeszentrale für gesundheitliche Aufklärung (BZgA), Maarweg 149-161, 50825, Köln, Deutschland.
Bundesgesundheitsblatt Gesundheitsforschung Gesundheitsschutz. 2021 Jun;64(6):671-678. doi: 10.1007/s00103-021-03333-w. Epub 2021 May 31.
Alcohol consumption in Germany continues to be high relative to its European neighbors. A long-term reduction of alcohol consumption can result in a reduction of the morbidity and mortality associated with alcohol. For many years now, the Federal Centre for Health Education (BZgA) has directed its focus in the field of addiction prevention on alcohol prevention and implemented three national multilevel campaigns intended for this target group. "Null Alkohol - Voll Power" (No Alcohol - Full Power) addresses adolescents between the ages of 12 and 16 and the campaign "Alkohol? Kenn dein Limit." (Alcohol? Know Your Limit.) comprises two separate campaigns dedicated to adults and 16- to 20-year-olds, respectively. Further, the BZgA provides sports clubs with the opportunity to participate in a program entitled "Alkoholfrei Sport genießen" (Enjoying Sports Without Alcohol). In this contribution, these measures and their foundational concepts are presented.The campaigns are interconnected to form a prevention chain that serves to bundle the individual efforts. All are based on the principles of social marketing and are continually quality checked. At the center of these efforts lies internet communication, complemented by direct communication in the lives of the target groups as well as mass communication in the form of billboards, TV and radio spots, ads, and print media. The BZgA is able to implement these programs in schools, clubs, and at the municipal level because of the good cooperation and coordination it maintains with the individual federal states. For decades now, the BZgA has conducted monitoring in the form of regular representative surveys, among others, on the subject of alcohol consumption behavior among 12- to 25-year-olds in Germany. The results show that although overall alcohol consumption may be on the decline over the long term, it still remains high.
与欧洲邻国相比，德国的酒精消费量持续处于高位。长期减少酒精消费可降低与酒精相关的发病率和死亡率。多年来，联邦健康教育中心（BZgA）一直将成瘾预防领域的重点放在酒精预防上，并针对该目标群体开展了三项全国性多层次运动。“零酒精——充满活力”针对12至16岁的青少年，“酒精？了解你的限度”运动包括分别针对成年人和16至20岁人群的两项独立运动。此外，BZgA为体育俱乐部提供了参与一个名为“享受无酒精运动”项目的机会。在本论文中，将介绍这些措施及其基本理念。这些运动相互关联，形成了一个预防链条，旨在整合各方的努力。所有运动均基于社会营销原则，并不断进行质量检查。这些努力的核心是互联网传播，辅以在目标群体生活中的直接传播以及以广告牌、电视和广播广告、广告和印刷媒体等形式的大众传播。由于BZgA与各个联邦州保持着良好的合作与协调，因此能够在学校、俱乐部和市政层面实施这些项目。几十年来，BZgA一直通过定期代表性调查等形式，对德国12至25岁人群的酒精消费行为进行监测。结果表明，尽管从长期来看总体酒精消费量可能在下降，但仍处于较高水平。
