Alcohol Awareness

Executive Summary

Alcohol abuse among young people is a serious issue facing society. The Clarity Foundation has developed a strategy to help address this challenge and through a series of initiatives hopes to change the way young people view alcohol abuse and the associated dangers.

From a detailed situation and environmental analysis it became clear there were a number of challenges facing this initiative. The most notable challenges involved the attitudes of young people themselves. To effect the greatest behavioral change, the program was targeted at those at the greatest risk – high school and university students. The key to this program became the education of the health and societal dangers of alcohol abuse.

The Clarity Foundation goals of this strategy are: 1. To promote a wider awareness of the consequences of alcohol abuse. 2. To provide a forum for education and discussion. 3. To invoke a change in young people’s behavior.

The strategy itself is a three-tiered initiative involving educational lectures using professionals, a multimedia program and an internet discussion forum. This initiative is designed to target sub-elements of the youth demographic for maximum effect. A system of evaluation is also in place to review the effectiveness of the program. This involves the use of surveys and feedback from participants, teachers and parents. Furthermore, the forum will be a vital part of the initiative to gauging the attitudes and opinions of the young people involved.

It is the belief of Clarity Foundation that through the program and its focus upon issues such as peer influence and anonymity, this initiative has a very strong ability to promote a greater awareness among young people of the dangers of alcohol abuse – and through that education change the attitudes and behaviors of the young people it reaches.

Table of Contents

Executive Summary 1
1.0 Background, Purpose, and Focus 4
2.0 Situation Analysis 4 2.1 SWOT Analysis 5 2.2 Environment 6 2.2 Previous Contributions/ Efforts 7
3.0 Target Market Profile 8 3.1 Demographics 9 3.2 Related behaviors 9 3.3 Secondary markets 9
4.0 Marketing Objectives and Goals 10 4.1 Social Marketing objectives 10 4.2 Goals 11
5.0 Target Market Barriers, Benefits, and the Competition 11 5.1 Percieved Barriers 11 5.2 Potential Benefits 12 5.3 Competing Behaviors 12
6.0 Positioning Statement 13
7.0 Marketing Mix Strategies 13 7.1 Product 13 7.2 Price 14 7.3 Place 15 7.4 Promotion 15 8.0 Evaluation Plan 15 8.1 Evaluation Markers 16
9.0 References 17

1.0 Background, Purpose, and Focus

One of the most important issues facing the youth demographic, not only in Australia but on a global scale, is that of excessive alcohol consumption. Despite an increasing social trend of improving health and lifestyle, heavy alcohol consumption and abuse is still a major concern to our society. Ritson (1981) identifies that “in most countries, the past decade has seen an increase in alcohol consumption which has been particularly evident among young people. This increase has been most marked for girls. These changes have brought about an attendant rise in alcohol related problems amongst adolescents” (Ritson, 1981).

Our organization has constructed a marketing plan and strategy with the goal of changing attitudes and beliefs towards the use of alcohol in young people. This plan will, in detail, address a number of core aspects pertaining to this issue- ranging from a detailed analysis of demographics, environmental factors, previous research and normative beliefs and trends.
Furthermore, we will offer a detailed and complex strategy ideally suited to addressing the prevalent problems of alcohol abuse among young people. This strategy is focused upon high school and university students, who from our detailed research are greatly susceptible to this problem. We will be launching a number of programs to educate, inform and allow discussion for our target groups.

Utilizing the social exchange model (Bagozzi, 1974), it will be clear that young people will be able to gain a great deal of value from the initiatives this strategy will contain and it is our hope to change their attitudes towards alcohol consumption.

2.0 Situation Analysis

To fully understand the complexity of the issue our organization is addressing a great deal of information must be addressed. What follows is a detailed strategic analysis and environment discussion. Also addressed are previous studies and attempts to influence opinion and behavior surrounding alcoholism in young people.

2.1 SWOT Analysis

Strengths- Our plan’s primary strength comes from a multi-faceted approach to addressing this complex issue. We aim to use the experiences of those affected by alcohol abuse combined with an informative strategy. Previous initiatives and programs have generally used a single tiered approach to address the target group. Weaknesses- The greatest weaknesses our organization faces are firstly, what is described as gap in alcohol knowledge (Fry, 2010). There are a great number of inconsistencies in the established literature and all studies agree on the need for further detailed research. However, in dealing with such a sensitive target group, achieving accurate data can be problematic. Also, our plan is expected to face a measure of resistance from the target demographic. This has been a point of major interest and our organization has attempted to combat this problem by ensuring some of our initiatives have an impersonal approach.

Opportunities- Our strategy and initiatives are uniquely placed, as there is a growing trend in society at the moment to focus upon healthy and clean living. This puts us in a strong position to gain support from the general public, health bodies and government. According to Evans and McCormack (2008) this type of social marketing has “immense potential to affect major social problems” such as the focus of our marketing plan.

Threats- The most dominant threat facing our organizations initiatives are the alcohol companies themselves. It has been identified that these companies actively utilize the same marketing techniques to entice and manipulate the youth market. Furthermore, involvement in the community and social campaigns such as green-friendly marketing (i.e. focus on recycling etc.) can lead to a softening of public attitudes towards them.

“Recent years have seen two important trends in the alcohol market: first, a move towards internationalization, with a series of take-overs creating global corporations; and secondly…a shift towards greater innovation and product diversification, with young people often the target market for many of these developments” (Jackson et al. 2000).

2.2 Environment

Bruce and Keller (2007) list that there are a variety of reasons for high alcohol consumption among young people ranging from excitement, fun, relaxation, to peer influence and sociability. Furthermore, symbolism, such as looking grown up and shock value are also identified. These reasons were also presented in the study (2000) of Simantov, Schoen and Klein.
Kloep, et al. (2001), present that “the desire of many adolescents to experiment with alcohol is an aspect of their transition through adolescence towards adulthood”. Fry (2010) counters with the argument that the traditional views of youth drinking as a release or measure of total abandon are false and that young people’s alcohol consumption is “a rational, calculated and strategically managed process” (Fry, 2010).

Recent Australian policy on alcohol consumption is a focus on creating a safe and health drinking culture (National Alcohol Strategy, 2006). Fry (2010) discusses that Australia has adopted a harm-minimization approach utilizing such measures as regulating availability, legal age, price setting and taxation.

Universities, colleges and many educational institutions are under pressure to implement strategies to reduce accidents, injury and long term side effects of alcohol on adolescents. Not understanding the initial harm of high levels of alcohol consumption, teenagers aim at getting drunk quickly which is viewed as “out of control” according to Ward and Snow (2006). Various strategies have been employed in attempt to reduce alcohol consumption among teenagers such as such as teaching refusal skills, clarifying values, rewriting drinking policies at university or college, changing social norms, increasing knowledge, and using peer education and scare tactics but it has been indicated that not all of them have particularly been successful.

These points further emphasize elements of the strategic analysis above, especially the opportunities available to our organization in the implementation of this initiative.

2.2 Previous Contributions/ Efforts

In undertaking this detailed strategic plan, our organization was able to access a wealth of previous research data and similar programs and endeavors. One aspect became very clear from this data and that was the relative ease demonstrated by young people in buying alcohol (Forster, et al. 1995). Furthermore, the availability of alcohol products is widespread and offers very few forms of barriers against misuse by young and underage people.

One such study (Forster, et al. 1994) demonstrates the relative ease for young people to obtain alcoholic beverages directly from retailers. The study’s findings yielded a range of 23% to 75% success rate for purchasing alcohol from retailers. In the young women sub-demographic this rate averaged at 47%. It was identified that “four-fifths of businesses in the study sold alcohol to young people and underage… many times without age identification” (Forster, et al. 1994).

From the study conducted by Bruce and Keller (2007) it was found that misconceptions by young people about alcohol consumption can lead to heavier drinking, especially from peer influences. Bruce and Keller (2007) state: “students who hold permissive views on alcohol use are more likely to drink heavily if they perceive their peers to be tolerant of alcohol abuse”. Other studies (Donovan & McWwan, 1995) have sought to highlight a link between alcoholism in young people and sexual behavior that can lead to many problems such as STD transmission. However, such links are very difficult to conclusively establish.

A large and detailed study (Plant & Miller, 2001) focusing upon the drinking, smoking and illicit drug use of over 90,000 teenage school students also yielded alarming results. This study demonstrated norms, attitudes and beliefs of acceptance and invulnerability among young people regarding the side effects of heavy alcohol abuse. The attitude of “it won’t happen to me” was prevalent. Plant and Miller (2001) indicate that: “past attempts at curbing youthful drinking (or illicit drug use) have not been notably successful”. Furthermore, this study raises the issue that many of these attitudes may also stem from the influence of parents. Richter, Leppin and Gabhainn (2006) also investigated parental influence upon youth drinking. They found that it can play a role in alcohol abuse, though limited in their study. This last issue of parental influence was of great concern to our organization during the development of our strategy.

Theoretical approach to alcohol consumption has only been recently applied to this context to better understand the behaviour. This approach uses the social norms model and theory of planned behaviour by looking at the reason to why adolescents take part in behaviour in terms of them seeking a bond and to be socially accepted. Norman, Bennett, and Lewis (1998) used theory of planned behaviour to explain alcohol consumption among adolescents, outlining the three major influences on a behaviour, “the evaluation of the behaviour (attitude), perception of social pressure to engage in the behaviour (subjective norm), and perception of control over performing the behaviour (perceived behavioural control)” (Oei and Morawska, 2003). The results to these approaches indicated that drinkers were more likely to have a positive outlook about their drinking behaviour, perceive social pressure to drink, believe that alcohol abuse lead to positive consequences, and see many facilitators of their desired behaviour. Overall Norman, Bennett, and Lewis (1998) study suggested that perceived control over drinking behaviour was the most important factor in determining whether someone will partake in their act.

Motivational theory is an approach that is implemented by therapists as part of treatments. This approach utilises enhancement approaches by incorporating alcohol information, skills training information and personal feedback designed to increase an individual’s motivation to better and allow them to change their drinking behaviour.
3.0 Target Market Profile

The following section outlines the data and demographics of our strategic plan as well as highlighting the target markets of our organizations initiatives. As has been highlighted above, this strategy is targeted at young people and their alcohol consumption trends. In particular, we are focused upon two primary sub-groups: high school students and university students.

3.1 Demographics

Studies indicate a variety of distressing demographics relating to alcohol abuse among young people. A study from Hingson et al., (2005) demonstrates that each year over 1,700 college students die from unintentional injuries connected to alcohol consumption. Furthermore, 2.1 million students were found to be driving while under the effects of alcohol. Further data from this study show that alcohol abuse leads to nearly 600,000 students injured, an equal number of assaults y intoxicated students and nearly 100,000 sexual assaults (Hingson et al., 2005).

3.2 Related behaviors

In the environmental analysis above, a number of behaviors have already been addressed. The most relevant to this study are the apparent social norms dominant among young people of a sense of invulnerability or acceptance of risks involved with alcohol consumption.

Foxcroft, et al. (2003) offers the alarming statistic that 5% of young people’s deaths, worldwide, can be attributed to alcohol use. Furthermore, in Europe among the age bracket of 15-29, one in four deaths is influenced by alcohol consumption. Pavis, et al. (1997) indicates that a focus must be placed upon the biomedical issues over any social consequences such as: “vandalism, violence, traffic offences, and increased absenteeism from schools, colleges and work” (Pavis et al. 1997).

This social norm or attitude addressed here is very important to the application and implementation of our strategic imitative and illustrates a key challenge that must be overcome for any measure of success to be achieved.

3.3 Secondary markets

It became apparent that reaching young people and illustrating the range of effects and consequences of alcohol abuse was not the only market that could be reached through this strategic initiative. The work of Ritson (1981) indicated to us that education providers and professionals working with adolescents could also fall under the purview of our strategy. Not only are they uniquely placed to further strengthen the messages from our initiative but also can help to widen the scope and effect upon the primary market.

4.0 Marketing Objectives and Goals

The primary objective of our initiative is to entice young people into rethinking alcohol. This is indeed a very broad statement; however, as indicated in the analysis, research and discussion above, it is a necessary factor that must be addressed. Young people seem to be blind to the true risks and consequences of alcohol consumption and our strategy will promote greater awareness and knowledge in a manner that is informative and offers a private forum for further discussion and assistance-seeking.

4.1 Social Marketing objectives

Prevention has been a goal of many previous like-minded programs. However, prevention is a difficult challenge and is often a message totally ignored. Rather, the focus should be upon awareness, moderation and informed decision.

Fry (2010) states: “Creating a culture of sensible drinking requires policy makers, academics, prevention specialists, and other relevant stakeholders to think ‘beyond’ traditional boundaries of intoxication that have attracted most attention to date” (Fry, 2010). This attitude is at the core of what our strategy is attempting. Our objectives are to overcome the dominant peer norms that command youth alcohol culture and as Schultz, et al. (2007) describes: correct misperceptions and provides detailed information and avenues for discussion. The scope of our message, it is hoped will affect those involved in youth alcohol abuse and those who are not. According to Schultz, et al. (2007), by influencing those who demonstrate desirable norm behaviors can have a positive effect upon those who demonstrate deviant behaviors (i.e. alcohol abuse).

4.2 Goals

Our strategy is designed to support three main objectives:

1. The short-term objective is to promote a wider awareness of the consequences of alcohol abuse among young people – both the health risks and the social risks. 2. To provide young people in the target markets with an immediate multi-approach forum for education and discussion. 3. The long-term goal of our initiative is to change the behavior of young people, in particular to change the peer-norm of invulnerability and have them acknowledge the risks of alcohol abuse. 5.0 Target Market Barriers, Benefits, and the Competition

There are a number of challenges and behaviors that stand diametrically opposed to the vision of our initiatives. These challenges and some potential benefits, as discussed below, have been integral to the development of our programs.

5.1 Perceived Barriers

As mentioned earlier, gaining accurate information on the drinking habits of young people is difficult. Pavis et al. (1997), also highlights a number of methodological challenges, especially with those under-age and unable to legally purchase alcoholic beverages.

“The very nature of much early and mid teenage drinking means that respondents may often not know how many units of alcohol they have consumed; either because they lack knowledge concerning the various strengths of drinks or because cans and bottles are passed around in a somewhat haphazard way in parks, on street corners or in friends ' houses” (Pavis et al. 1997).

Pavis et al. (1997) also highlight the social context of youth drinking and the innate shyness and or bravado involved. While this is certainly a barrier to the success of our initiatives, we believe that maintaining a measure of anonymity for the students can counter this,

Another barrier opposing our initiatives is the marketing in place for alcoholic products Jackson et al. 2000). Big television and radio adverts, branding, styles, colors all help to strengthen demand and this is a powerful barrier that is difficult to overcome.

“Product branding has emerged as a key factor influencing consumption behavior, with young people particularly sensitive to brand messages” (Jackson et al. 2000).

5.2 Potential Benefits

Bruce and Keller (2007) point out that previous programs and initiatives generally utilize mass media to gain coverage and exposure; however these interventions are not as effective as personal ones.

This point has been important to the development of our initiatives. We believe the personal and individual aspects of our programs will contribute to their success.

5.3 Competing Behaviors

One of the strongest factors that faces our initiatives is the behaviors developed by the over abundance of corporate marketing. Alcohol branding is everywhere and at work in the community from billboards to sponsorship of sporting events to support for non-profit organizations (Hong & Kacperczyk, 2009; Madden & Scaife, 2007). In itself this marketing from the alcohol companies provides a constant behavior altering opposite to the objectives of our programs. According to Jackson et al. (2000), it is this effect that companies count upon and manipulate frequently.

Other factors that align against our initiatives are home values and traditions. For some regional backgrounds, alcohol consumption in young people is tolerated and even encouraged. Furthermore, parents often present a powerful model that can shape a child’s behavior. Parental influence is strong and a difficult behavior pattern to oppose.

Finally, there are the youth attitudes discussed above. There is the belief that the individual is invulnerable or untouchable. It is this very behavior that our programs are targeted against.

6.0 Positioning Statement

We want young people to be aware and acknowledge the risks of alcohol consumption. We wish to break down the sense of invulnerability held by many young people in regards to the effects of drinking. It is our overall goal to shape the attitudes of young people and lessen the high statistics of young people harming themselves; this will be achieved through allowing them to make an informed choice and having options for education and discussion.

7.0 Marketing Mix Strategies

This section will cover our multi-tiered initiative that is focused upon the target markets of high-school students and university students.

7.1 Product

To achieve our desired goals and objectives our organization has envisaged a three-tiered program targeted at informing young people about the effects of alcohol consumption. The first tier is targeted at high-school children (particularly senior students) and involves a 6-week class and discussion group including guest lectures at high schools from volunteers who have recovered from alcohol dependence. The classes would cover health education and involve the following informative methods: lecture, discussion, videos and tests. Geshi, et al. (2007) and Baer, et al. (1992) report excellent results using similar methods on young people including pronounced reduction of drinking rates. Utilizing professional staff and volunteers with direct experience will help to better deliver our message to the young students. At the completion of the course students would meet with our professionals in a one-on-one informal and completely private discussion. This tier would inform students about the risks and dangers of alcohol use while also providing an avenue for them to discuss in a private and personal format. A follow-up discussion would be held for each student six months after the course.

The second tier of our initiative involves using computer-delivered interventions (CDIs). This form of multi-media delivery reduces the need for traditional councilors and also provides a strong amount of anonymity. This aspect of our initiative is aimed at the university target market. A twenty minute session can be delivered to students via internet or CD-ROM/DVD. In previous uses of this technique, it has been shown to provide a variety of improvements in alcohol use by college students (Carey, et al. 2009). The ease of delivery also means that follow-ups can be directed to participating students.

The third tier of our initiative is to provide a moderated website and forum, where young people of all ages can gain access to information and receive qualified support from professionals in an anonymous capacity. Also this system promotes discussion with similar-aged peers facing the same problems and situations. This forum would be updated regularly with new information and help to provide a safe community for young people.

7.2 Price

While there is little in the way of monetary costs and rewards, the students participating in this program stand to gain support from peers and recognition from councilors and professionals conducting the programs.
7.3 Place

The forum will be active and moderated 24 hours a day, seven days a week by professional volunteers. The school-based lectures will be hosted at individual schools and colleges participating in the program. Copies of the CDIs will be openly available from counseling offices, medical professionals and university guilds.

7.4 Promotion

There are a number of communication channels that will be utilized to spread knowledge and awareness of our programs. A mail-out will be conducted to education providers and medical professionals. Advertising on websites and notice boards will be conducted to draw traffic to the forum. Finally, where the CDIs are found available and other venues at the Universities such as cafes, common rooms, computer labs and library, there will be an informative flyer also provided with details on our initiatives and directions to finding further information.
Further advertising of the program and its website will be conducted through use of social networking such as facebook, twitter and chain emails.
Participating schools will also receive an information pamphlet for the parents and friends associations. These will have details about our program and also encouraging parent-based interventions, which according to Ichiyama, et al. (2009), can have additional success in reducing drinking, especially among females. 8.0 Evaluation Plan

Dann (2005) provides some interesting evaluation aspects that have been a strong part of our development phase. The adoption of a customer centric marketing philosophy is vital to this program, as dealing with young people can be a challenge. This also helps us to tailor the program better to individual needs. The segmentation of our target audiences has been chosen to help maximize the quantity and quality of information reaching the individual groups. It also allows evaluation and customization of our programs to better reach that specific audience.

Furthermore, our organization will employ a number of makers to measure the success of our programs and initiatives.

8.1 Evaluation Markers

There are a number of markers our organization will utilize to measure the success of our programs and initiatives. Firstly, feedback for the school education program will come from the volunteers and professionals conducting the program. The principals of the participating schools will also be asked to provide feedback at the completion of the program and the completion of the six month follow-up. The participating students will be asked during the follow-up visit to complete an anonymous survey discussing their thoughts on the program. Parents will also have access to feedback forms. For the CDIs there will also be an optional survey for participants. Finally the forum will have a dedicated feedback thread for site-visitors to give their thoughts and make recommendations.

9.0 References

Bagozzi, R. (1974). Marketing as an Organized Behavioral System of Exchange. The Journal of
Marketing, 38(4), 77-81.

Baer, J., Marlatt, G., Kivlahan, D., Fromme, K., Larimer, M., & Williams, E. (1992).
An experimental Test of Three methods of alcohol risk reduction with young adults.
Journal of Consulting and Clinical Psychology, 60(6), 974-979.

Bruce, S., & Keller, A. (2007). Applying Social Norms Theory within Affiliation Groups:
Promising Interventions for High-Risk Drinking. NASPA Journal, 44(1).

Carey, K., Lori, P., Scott-Sheldon, A., Elliott, J., Bolles, J., & Carey, M. (2009). Computer-
Delivered Interventions to Reduce College Student Drinking: A Meta-Analysis. Addiction,104(11), 1807–1819.

Dann, S. M. (2005). Social change marketing in the age of direct benefit marketing – where to from here? In: Social Change in the 21st Century Conference, 28 October 2005, QUT Carseldine, Brisbane.

Donovan, C., & McEwan, R. (1995). A review of the literature examining the relationship between alcohol use and HIV-related sexual risk-taking in young people. Addiction, 90(3), 319-328.

Evans, W., & McCormack, L. (2008). Applying Social Marketing in Health Care:
Communicating Evidence to Change Consumer Behavior.Medical Decision Making, 28 (5), 781-792.

Forster, J., McGovern, A., Wagenaar, M., Wolfson, C., & Perry, P. (1994). The ability of young people to purchase alcohol without age identification in northeastern Minnesota, USA. Addiction, 89(6), 699-705.

Forster J. L., Murray D. M., Wolfson M. and Wagenaar A. C. (1995). Commercial Availability of Alcohol to Young People: Results of Alcohol Purchase Attempts.
Preventive Medicine, 24 (4), 342-347.

Foxcroft, D., Ireland, D., Lister-Sharp, D., Lowe, G., & Breen, R. (2003). Longer-term primary prevention for alcohol misuse in young people: a systematic review. Addiction, 98(4), 397-411.

Fry, M. (2010) Countering consumption in a culture of intoxication. Journal of Marketing
Management, 26(13), 1279-1294.

Fry, M. (2010). Seeking the Pleasure zone: Understanding young adult’s intoxication culture.
Australain Marketing Journal, 8(2).

Fry, M., & Dann, S. (1999). “Social Marketing: Unravelling the fuzzy product.” sourced from http://www.anzmac99.unsw.edu.au/anzmacfiles/F/Fry_Dann.pdf.

Geshi, M., Hirokawa, K., Taniguchi, T., Fujii, Y., & Kawakami, N. (2007). Effects of alcohol- related health education on alcohol and drinking behavior awareness among Japanese junior college students: a randomized controlled trial. Acta Med Okayama.,61(6),345-54.

Graham, M., Ward, B., Munro, G., Snow, P., & Ellis, J. (2006). Rural parents, teenagers and alcohol: What are parents thinking? Rural and Remote Health 6 (online), 2006: 383. Available from: http://www.rrh.org.au

Hingson, R., Heeren T., Winter M., & Wechsler H. (2005). Magnitude of Alcohol-Related
Mortality and Morbidity Among U.S. College Students Ages 18–24: Changes from 1998 to 2001. Annual Review of Public Health, 26, 259–79.

Hong, H., & Kacperczk, M. (2009). The price of sin: The effects of social norms on markets.
Journal of Financial Economics, 93(1), 15-36.

Jackson, M., Hastings, G., Wheeler, C., Eadie, D., & MacKintosh, A. (2000). Marketing alcohol to young people: implications for industry regulation and research policy
Addiction, 95(12), 597-608.

Ichiyama, M., Fairlie A., Wood M., Turrisi R., Francis D., Ray A., & Stanger L. (2009). A randomized trial of a parent-based intervention on drinking behavior among incoming college freshmen. Journal of Studies of Alcohol and Drugs, 16, 67-76.

Kloep, M., Hendry, L., Ingebrigsten, J., Glendinning, A., & Espnes, G. (2001). Young people in
`drinking ' societies? Norwegian, Scottish and Swedish adolescents ' perceptions of alcohol use. Health Educ. Res, 16 (3), 279-291.

Madden, K. M. & Scaife, W. A. (2007). Marketing exchange theory: how it can inform community-business partnerships. In: Academy of Marketing Conference, 3rd - 6th July 2007, Kingston Business School at the Royal Holloway Conference Centre, Egham, Surrey, UK.

Ministerial Council on Drug Strategy. National Alcohol Strategy 2006 - 2009. Canberra:
Commonwealth of Australia, 2006. Available at www.alcohol.gov.au/internet/alcohol/publishing.nsf/Content/nas-06-09.

Norman, P., Bennett, P. & Lewis, H. (1998). Understanding binge drinking among young people: an application of the Theory of Planned Behaviour. Health Education Research, 13 (2), p. 163-169.

Oei, T. & Morawska, A. (2003). A cognitive model of binge drinking: The influence of alcohol expectancies and drinking refusal self-efficacy. Addictive Behaviours, 29 (1), 159-179.

Pavis, S., Cunningham-Burley, S., & Amos, A. (1997). Alcohol consumption and young people: exploring meaning and social context. Health Educ. Res. 12 (3), 311-322.

Plant, M., & Miller, P. (2001). Young people and alcohol: An international insight. Alcohol and
Alcoholism, 36 (6), 513-515.

Richter, M., Leppin, A., & Gabhainnn, S. (2006). The relationship between parental socio- economic status and episods of drunkenness among adolescents: findings from a cross-national survey. BMC Public Health, 6(289).

Ritson, B. (1981). Alcohol and young people. Journal of Adolescence, 4(1), 93-100

Schultz, P., Nolan, J., Cialdini, R., Goldstein, N., & Griskevicius, V. (2007). The Constructive,
Destructive, and Reconstructive Power of Social Norms. Psychological Science,18(5), 429-434.

Simantov, E., Schoen, C., & Klein, J. (2000). Health-Compromising Behaviors: Why do adolescents smoke or drink? Archives of Pediatrics & Adolescent Medicine, 154, 1025-1033.

References: Bagozzi, R. (1974). Marketing as an Organized Behavioral System of Exchange. The Journal of Marketing, 38(4), 77-81 Baer, J., Marlatt, G., Kivlahan, D., Fromme, K., Larimer, M., & Williams, E. (1992). Bruce, S., & Keller, A. (2007). Applying Social Norms Theory within Affiliation Groups: Promising Interventions for High-Risk Drinking Carey, K., Lori, P., Scott-Sheldon, A., Elliott, J., Bolles, J., & Carey, M. (2009). Computer- Delivered Interventions to Reduce College Student Drinking: A Meta-Analysis Dann, S. M. (2005). Social change marketing in the age of direct benefit marketing – where to from here? In: Social Change in the 21st Century Conference, 28 October 2005, QUT Carseldine, Brisbane. Donovan, C., & McEwan, R. (1995). A review of the literature examining the relationship between alcohol use and HIV-related sexual risk-taking in young people Evans, W., & McCormack, L. (2008). Applying Social Marketing in Health Care: Communicating Evidence to Change Consumer Behavior.Medical Decision Making, 28 (5), 781-792. Forster, J., McGovern, A., Wagenaar, M., Wolfson, C., & Perry, P. (1994). The ability of young people to purchase alcohol without age identification in northeastern Minnesota, USA Forster J. L., Murray D. M., Wolfson M. and Wagenaar A. C. (1995). Commercial Availability of Alcohol to Young People: Results of Alcohol Purchase Attempts Fry, M. (2010) Countering consumption in a culture of intoxication. Journal of Marketing Management, 26(13), 1279-1294. Fry, M. (2010). Seeking the Pleasure zone: Understanding young adult’s intoxication culture. Australain Marketing Journal, 8(2). Fry, M., & Dann, S. (1999). “Social Marketing: Unravelling the fuzzy product.” sourced from http://www.anzmac99.unsw.edu.au/anzmacfiles/F/Fry_Dann.pdf. Geshi, M., Hirokawa, K., Taniguchi, T., Fujii, Y., & Kawakami, N. (2007). Effects of alcohol- related health education on alcohol and drinking behavior awareness among Japanese junior college students: a randomized controlled trial Graham, M., Ward, B., Munro, G., Snow, P., & Ellis, J.  (2006). Rural parents, teenagers and alcohol: What are parents thinking? Rural and Remote Health 6 (online), 2006: 383 Hingson, R., Heeren T., Winter M., & Wechsler H. (2005). Magnitude of Alcohol-Related Mortality and Morbidity Among U.S Hong, H., & Kacperczk, M. (2009). The price of sin: The effects of social norms on markets. Journal of Financial Economics, 93(1), 15-36. Jackson, M., Hastings, G., Wheeler, C., Eadie, D., & MacKintosh, A. (2000). Marketing alcohol to young people: implications for industry regulation and research policy Ichiyama, M., Fairlie A., Wood M., Turrisi R., Francis D., Ray A., & Stanger L. (2009). A randomized trial of a parent-based intervention on drinking behavior among incoming college freshmen Kloep, M., Hendry, L., Ingebrigsten, J., Glendinning, A., & Espnes, G. (2001). Young people in `drinking ' societies? Norwegian, Scottish and Swedish adolescents ' perceptions of alcohol use Madden, K. M. & Scaife, W. A. (2007). Marketing exchange theory: how it can inform community-business partnerships Ministerial Council on Drug Strategy. National Alcohol Strategy 2006 - 2009. Canberra: Commonwealth of Australia, 2006 Norman, P., Bennett, P. & Lewis, H. (1998). Understanding binge drinking among young people: an application of the Theory of Planned Behaviour Oei, T. & Morawska, A. (2003). A cognitive model of binge drinking: The influence of alcohol expectancies and drinking refusal self-efficacy Pavis, S., Cunningham-Burley, S., & Amos, A. (1997). Alcohol consumption and young people: exploring meaning and social context Plant, M., & Miller, P. (2001). Young people and alcohol: An international insight. Alcohol and Alcoholism, 36 (6), 513-515. Richter, M., Leppin, A., & Gabhainnn, S. (2006). The relationship between parental socio- economic status and episods of drunkenness among adolescents: findings from a cross-national survey Ritson, B. (1981). Alcohol and young people. Journal of Adolescence, 4(1), 93-100 Schultz, P., Nolan, J., Cialdini, R., Goldstein, N., & Griskevicius, V Simantov, E., Schoen, C., & Klein, J. (2000). Health-Compromising Behaviors: Why do adolescents smoke or drink? Archives of Pediatrics & Adolescent Medicine, 154, 1025-1033.