Fetal Alcohol Syndrome Prevention Using Community-Based Narrowcasting Campaigns

Abstract

Preventing fetal alcohol syndrome (FAS) by encouraging pregnant women to abstain from drinking alcohol competes with commercial alcohol marketing. Two FAS-prevention campaigns using a narrowcast approach among young women of childbearing age in two disadvantaged Southern California communities are compared. The design, implementation process, and degree to which campaigns reached the priority populations are the focus of this article. Formative research shows that young women in disadvantaged communities receive mixed messages about dangers of drinking during pregnancy. A social norms approach using positive role models was the most acceptable message strategy based on materials pretesting. Differences in campaign implementation and distribution strategies between communities were documented through program monitoring. Survey research indicated the more viable messaging and implementation strategies. Findings show that low-cost community campaigns are feasible; however, variations in messaging, distribution strategies, and saturation levels determine whether such campaigns succeed or fail to reach priority populations.

Proyecto MercadoFRESCO: A Multi-level, Community-Engaged Corner Store Intervention in East Los Angeles and Boyle Heights

“…Specifically, we prioritized building community demand for healthy fruits and vegetables by using a small media or narrowcast approach to attract new store patrons as well as to tout ongoing benefits of shopping local and learning to eat healthy [17]. For example, in addition to changing products sold and the physical appearance of each store, we also had ongoing activities such as cooking demonstrations and other community events.…”

Preventing Fetal Alcohol Spectrum Disorders: The Role of Protection Motivation Theory

“…A three-wave repeated cross-sectional survey showed that the knowledge scores of African American teens increased significantly after the campaign. Glick, Prelip, Myerson, and Eilers (2008) compare the results of two FASD prevention campaigns targeting young women of childbearing age in two disadvantaged Southern California communities. Results of the evaluation survey showed that a social norms approach using positive role models was the most acceptable message strategy.…”

Promoting Abstinence From Alcohol During Pregnancy: Implications From Formative Research

“…By profiling the context of the behaviour, and the knowledge, attitudes, beliefs, expectancies, and motivations of the target audience in terms of theoretical constructs, the effectiveness of message strategies can be strengthened. Although a number of qualitative and quantitative studies have provided insights into women's knowledge, beliefs, and attitudes with regards to alcohol use during pregnancy (Balachova, Bonner, Isurina, & Tsvetkova, 2007;Baxter, Hirokawa, Lowe, Nathan, & Pearce, 2004;Kesmodel & Kesmodel, 2002;Raymond, Beer, Glazebrook, & Sayal, 2009;Toutain, 2010), few describe formative research with the target audience that was used to develop message strategies aimed at preventing prenatal alcohol exposure (Branco & Kaskutas, 2001;Glik, Prelip, Myerson, & Eilers, 2008;Mengel, Ulione, Wedding, Jones, & Shurn, 2005).…”