Gallegos-Jeffrey Allison, Barth Chelsea, Smith Sierra, McDowell Taylor, Janzen Tyler, Smyser Joe, Bonnevie Erika
The Public Good Projects, Alexandria, Virginia, USA.
J Am Coll Health. 2025 May;73(5):2213-2218. doi: 10.1080/07448481.2023.2266038. Epub 2023 Oct 19.
This study evaluates Drunken Rewind, an animated digital media campaign designed to reduce binge drinking. The campaign was targeted to white males aged 18-34, who are at the highest risk of binge drinking. The intervention consisted of an animated series that merged health communications approaches with marketing strategies to disseminate health messages. Digital metrics and comments were analyzed to assess receptivity toward the intervention. The series amassed over 900,000 views and 1,762 followers across four social media platforms. Viewer retention rate was between 67%-73% over three seasons; 68.3% of comments on the videos were positive. This study adds evidence that a digital intervention aimed at reducing binge drinking can be feasibly implemented and positively received by a population that is difficult to reach with health messaging. This approach may be useful when applied to other health issues young adults perceive to have lower risk.
本研究评估了《醉酒倒带》这一旨在减少酗酒的动画数字媒体宣传活动。该宣传活动的目标受众是18至34岁的白人男性，他们酗酒风险最高。干预措施包括一部将健康传播方法与营销策略相结合以传播健康信息的动画系列片。对数字指标和评论进行了分析，以评估对该干预措施的接受程度。该系列片在四个社交媒体平台上的观看量超过90万次，关注者达1762人。在三个季度中，观众留存率在67%至73%之间；视频评论中有68.3%是正面的。本研究补充了证据，表明针对减少酗酒的数字干预措施可以切实可行地实施，并受到难以通过健康信息接触到的人群的积极接受。当应用于年轻人认为风险较低的其他健康问题时，这种方法可能会有用。
