The Medical Foundation Division News
"Safer Drinking as You Age" Media Campaign Launched
January 28, 2010
The Safer Drinking as You Age campaign, developed by HRiA and the Massachusetts Department of Public Health’s Bureau of Substance Abuse Services (BSAS), began airing 30 second commercials on WBZ-TV and radio this month.
The program is designed to raise awareness about how alcohol affects individuals differently after the age of fifty. Formative research with the target audience determined the creative direction of the campaign, which uses imagery and language that appeal to the baby boom generation's sense of youthfulness. The spots provide information on how to obtain more in-depth information by ordering a copy of the Getting Older & Wiser: Safer Drinking as You Age booklet, which also includes information on alcohol and medication interactions.
The initial phase of this campaign included posters with tear-offs for community settings, transit advertising, and ads in local newspapers.
The second phase involved the development and testing of a 30 second TV spot and 15 second radio spot which will be airing on WBZ-TV and radio through mid-February.
The program is designed to raise awareness about how alcohol affects individuals differently after the age of fifty. Formative research with the target audience determined the creative direction of the campaign, which uses imagery and language that appeal to the baby boom generation's sense of youthfulness. The spots provide information on how to obtain more in-depth information by ordering a copy of the Getting Older & Wiser: Safer Drinking as You Age booklet, which also includes information on alcohol and medication interactions.
The initial phase of this campaign included posters with tear-offs for community settings, transit advertising, and ads in local newspapers.
The second phase involved the development and testing of a 30 second TV spot and 15 second radio spot which will be airing on WBZ-TV and radio through mid-February.
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Sally McNagny, MD, MPH, FACP
