Characteristics of the top 15%, middle 70% and bottom 15% of alcohol harm reduction ads, according to motivation to reduce drinking
| Total (N=83) | Top 15% (n=12) | Middle 70% (n=59) | Bottom 15% (n=12) | Fisher's exact test p Value* | |
|---|---|---|---|---|---|
| % | % | % | % | ||
| Informational content | |||||
| Communication intent | 0.005 | ||||
| Why change behaviour | 83 | 100 | 86 | 50 | 0.005 |
| How to change behaviour | 17 | 0 | 14 | 50 | 0.005 |
| Dominant communication topic | <0.001 | ||||
| Short-term harms | 54 | 33 | 61 | 42 | 0.151 |
| Long-term harms | 13 | 58 | 7 | 0 | <0.001 |
| Underage harms/role modelling | 16 | 8 | 19 | 8 | 0.708 |
| How to change behaviour | 17 | 0 | 14 | 50 | 0.005 |
| Drinking guidelines (% yes) | 12 | 58 | 5 | 0 | <0.001 |
| Emotional tone | 0.017 | ||||
| Negative | 73 | 92 | 75 | 50 | 0.085 |
| Positive | 14 | 0 | 10 | 50 | 0.002 |
| Negative and positive | 11 | 8 | 14 | 0 | 0.633 |
| Neutral | 1 | 0 | 2 | 0 | 1.000 |
| Execution | |||||
| Style | 0.026 | ||||
| Dramatisation | 89 | 67 | 92 | 100 | 0.033 |
| Simulation/animation | 10 | 25 | 8 | 0 | 0.109 |
| Factual | 1 | 8 | 0 | 0 | 0.289 |
| Graphic imagery (% yes) | 20 | 17 | 24 | 8 | 0.583 |
| Portrayal of drinking | 0.001 | ||||
| No portrayal | 29 | 0 | 25 | 75 | <0.001 |
| Implicit portrayal only | 31 | 42 | 32 | 17 | 0.430 |
| Explicit portrayal | 40 | 58 | 42 | 8 | 0.030 |
| Target audience | 0.010 | ||||
| Young adults (∼18–30 years) | 42 | 8 | 46 | 58 | 0.021 |
| General adult audience | 39 | 83 | 34 | 17 | 0.001 |
| Parents | 19 | 8 | 20 | 25 | 0.566 |
| Gender specific message (% yes) | 10 | 25 | 5 | 17 | 0.053 |
| Subject of depicted harms/consequences of drinking | 0.271 | ||||
| Self (the drinker) | 49 | 67 | 42 | 67 | 0.141 |
| Others | 27 | 8 | 31 | 25 | 0.362 |
| Self and others | 24 | 25 | 27 | 8 | 0.507 |
| Country of origin | 0.156 | ||||
| Australia | 37 | 50 | 36 | 33 | 0.683 |
| UK | 24 | 33 | 27 | 0 | 0.077 |
| New Zealand | 16 | 17 | 15 | 17 | 1.000 |
| USA | 11 | 0 | 10 | 25 | 0.149 |
| Other† | 12 | 0 | 12 | 25 | 0.224 |
*For binary ad characteristic variables, one 3×2 Fisher's exact test was conducted. For multi-category ad characteristic variables, one overall Fisher's exact test was conducted and if significant, the multi-category variable was aggregated into a set of binary variables and a subsequent set of 3×2 Fisher's exact tests were conducted to identify where differences occurred.
†Other countries: Bermuda (n=1 ad), Canada (n=2 ads), Finland (n=1 ad), Ireland (n=2 ads), Macedonia (n=1 ad), The Netherlands (n=1 ad), Singapore (n=2 ads).