Description of a media campaign about alcohol use during pregnancy.

Abstract:

OBJECTIVE:This study describes the development and testing of a multicomponent media campaign aimed at increasing discussions of alcohol use during pregnancy. METHOD:Women, Infants, and Children (WIC) programs in Iowa were paired and, within each pair, were randomly assigned to a usual-care group (advice not to consume alcohol while pregnant and the opportunity to watch a 30-second television commercial about the effects of drinking during pregnancy) or intervention group (usual care plus a 10-minute videotape/DVD and a printed pamphlet. Among the 700 research participants in those outreach programs, interpersonal communication about alcohol use during pregnancy was assessed both before and after intervention, and participants were surveyed for knowledge of the effects of alcohol use during pregnancy. RESULTS:More women in the intervention group than in the usual-care group talked to friends about alcohol use during pregnancy. Also, only women in the intervention group demonstrated an increase in relative knowledge about the effects of drinking during pregnancy. CONCLUSIONS:A multimedia campaign may be an effective way to increase interpersonal discussions and awareness of the dangers of alcohol use during pregnancy.

journal_name

J Stud Alcohol Drugs

authors

Lowe JB,Baxter L,Hirokawa R,Pearce E,Peterson JJ

doi

10.15288/jsad.2010.71.739

subject

Has Abstract

pub_date

2010-09-01 00:00:00

pages

739-41

issue

5

eissn

1937-1888

issn

1938-4114

journal_volume

71

pub_type

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