RESEARCH PROPOSAL
My intention is to investigate the environmental and social factors that are associated with binge drinking among young adults and to explore whether positive campaigns relating to binge drinking can influence their mindsets and behaviors.
CONTEXTUAL RELEVANCE
Alcohol is a universal and fundamental part of our everyday culture. Many young Australian’s are drinking to excess and are placing themselves at risk of short and long term harm.
METHODOLOGIES
In order to gain information for my resarch I conducted a survey which involved 20 participants aged between 19-60 . Over half of those surveyed were currently studying and the others were working full time in various fields.
20 PARTICIPANTS MALE OR FEMALE?
WHO DO YOU LIVE WITH? ROOMMATES
PARTNER OR SPOUSE
13
7
PARENTS
HOW OFTEN DO YOU CONSUME ALCOHOL?
WHAT MOSTLY INFLUENCES YOUR DRNKING HABITS? 55%
20%
20%
FRIENDS
FAMILY
PERSONAL REASONS
90%
SOCIAL EVENTS
5%
DON’T DRINK
QUESTION: DO YOU RESPOND BETTER TO POSITIVE OR NEGATIVE IMAGES AND CONTENT THAT INVOLVE DRINKING? 40% of participants respond better POSITIVE content 40% of participants respond better NEGATIVE content 30% of participants are NOT AFFECTED by ads or campaigns
THEORETICAL DISCOURSE Josephine Previte, Rebekah Russell-Bennett and Joy Parkinson. “Shaping safe drinking cultures: evoking positive emotion to promote moderate drinking behaviour” Sandra C. Jones, Christopher A. Magee. “The role of family, friends and peers in Australian adolescent’s alcohol consumption”. Fiona Hutton. “Harm reduction, students and pleasure: An examination of student responses to a binge drinking campaign”. Susan Jack, Michelle Sangster Bouch, Charlene Beynon, Donna Ciliska, Martha Lewis. “Marketing a Hard-toSwallow Message: Recommendations for the Design of Media Campaigns to Increase Awareness about the Risks of Binge Drinking”.
EXEMPLARS
DrinkWise Australia, 2009. “Kids Absorb Your Drinking” Advertisement Campaign Australian Government, 2008. Drinking Nightmare Advertisement Campaign. DrinkWise Australia, 2014. “How To Drink Properly” Video and Social Media Campaign Harris, Ann. Bacchus and the Victim, 2014, Painting, Burra Regional Art Gallery, South Australia.
STICKERS
GRAPHICS AND POSTERS
SOCIAL MEDIA
REFLECTIVE PROCCESS
Needed to collect more data for my research. Started with 11 induviduals and progressed to 20. Redesigned the stickers as it encouraged people to drink alcohol. Created the posters to increase the awareness and it will be a great way to reach my target audience. STILL NEED TO PHOTOGRAPH THEM ALL!
CONCLUSION
This project has made me look at my own drinking behaviors and of those around me. It has also made me start conversations with other people about their own reasons for drinking the way they do.