van Roozendaal Hanna, Derickx Katleen, Ponnet Koen, Deforche Benedicte, Thienpondt Annelies, Glazemakers Inge, Verhulst Stijn, De Dooy Jozef, van der Lely Nico, Van Hal Guido
Faculty of Medicine and Health Sciences, University of Antwerp, Wilrijk, Belgium.
Department of Communication Sciences, Faculty of Political and Social Sciences, Ghent University, Ghent, Belgium.
Arch Public Health. 2024 Mar 28;82(1):45. doi: 10.1186/s13690-024-01265-w.
Alcohol consumption is prevalent among students, with a common tendency to overestimate peers' alcohol use, contributing to increased consumption. This misperception is evident among Flemish students. This study aimed to develop and assess a Social Norms Approach (SNA) intervention targeting Flemish students to correct misperceptions and subsequently reduce alcohol use.
The 'Alcoholfacts' social media campaign was implemented using a quasi-experimental design from November 2022 to March 2023. A process evaluation followed Medical Research Council guidance, and intervention effects were evaluated using baseline and post-intervention surveys. Multiple linear regression with a Difference-in-Difference approach was performed for outcome assessment, using an intention-to-treat approach.
The process evaluation showed that 36.3% of the intervention group had seen the campaign and that most of the exposed students found the campaign credible (73.3%). However, 54.8% of the exposed students did not find the campaign appealing. Results of the outcome assessment indicated that students of the intervention group at endline estimated students' alcohol consumption significantly lower (bootstrapped p = 0.013; B = -1.93, bootstrapped CI = -3.620 to -0.565) compared to students of the control group. However, no significant intervention effect on student's alcohol consumption was found (bootstrapped p = 0.741; B = -0.32, bootstrapped CI = -2.101 to 1.534).
The study supports the efficacy of an SNA campaign in correcting misperceptions but did not yield an immediate reduction in alcohol consumption. Future research should involve the target group in campaign material development to enhance attractiveness and impact.
饮酒在学生中很普遍，学生普遍倾向于高估同伴的饮酒量，这导致饮酒量增加。这种误解在弗拉芒学生中很明显。本研究旨在开发并评估一种针对弗拉芒学生的社会规范方法（SNA）干预措施，以纠正误解并随后减少酒精使用。
“酒精事实”社交媒体活动于2022年11月至2023年3月采用准实验设计实施。过程评估遵循医学研究理事会的指导方针，并使用基线调查和干预后调查评估干预效果。采用意向性分析方法，运用双重差分法进行多元线性回归以评估结果。
过程评估表明，36.3%的干预组学生看过该活动，大多数接触过该活动的学生认为该活动可信（73.3%）。然而，54.8%接触过该活动的学生认为该活动缺乏吸引力。结果评估表明，与对照组学生相比，干预组学生在终期评估时对学生饮酒量的估计显著更低（自抽样p = 0.013；B = -1.93，自抽样CI = -3.620至-0.565）。然而，未发现对学生饮酒量有显著的干预效果（自抽样p = 0.741；B = -0.32，自抽样CI = -2.101至1.534）。
该研究支持了社会规范方法活动在纠正误解方面的有效性，但并未立即减少酒精消费。未来的研究应让目标群体参与活动材料的开发，以提高其吸引力和影响力。
