'Understanding young people’s alcohol-related social norms in Sefton- Interim Report' has been released by the Liverpool John Moore University (JMU).
The report identifies that campaigns in the U.S aiming to tackle social norms were used as a way of reducing alcohol consumption amongst college students. The report was therefore commissioned by Sefton Primary Care Trust to investigate school pupils levels of alcohol consumption and prevailing attitudes and norms in order to effectively target a social norms campaign. A final sample of 149 pupils partook via an online survey, all aged between 14 to 16. The report explores areas such as drinking behaviour, motivations and perceptions of own and other's drinking.
The report found that most pupils had drunk alcohol and the majority did so for reasons of social interaction and pleasure rather than peer pressure. However a disparity between the perceptions of peer drinking and the level and frequency at which young people actually drank was found. A notable proportion of young people surveyed had experienced adverse effects of alcohol consumption, mainly arguments, hangovers or vomiting.
Key areas recommended to explore under a social norms campaign in schools include:
- Addressing motivations for drinking, such as perceived social enhancement or using alcohol to forget worries. This may include signposting young people to appropriate sources of help or diverting them to other available leisure activities.
- Challenging and tackling the perception held by young people that their peers are drinking more than they actually are by dispelling myths and developing self-esteem.
- Encouraging young people to take safety precautions when out drinking with their friends and highlight the risks associated with drinking in unsupervised areas, such as parks and open spaces.
However the recent WHO guidance and effectiveness review stated that 'information and education programmes do not reduce alcohol-related harm; nevertheless, they have a role in providing information, reframing alcohol-related problems and increasing attention to alcohol on the political and public agendas.'
A comprehensive examination of children and young people's alcohol use was released last year by the DCSF: 'Use of alcohol among Children and Young People'
The Chief Medical Officer's guidelines on children and young people's alcohol use were recently endorsed through consultation on the proposals.
Findings from the Sefton PCT social norms campaign are expected later this year.
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