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.

Sally McNagny Sally McNagny, MD, MPH, FACP
Vice President
617.279.2240 ext. 704

Bio
Sally McNagny Since 2001, Dr. McNagny has served as vice president of HRiA's Medical Foundation division, where she oversees biomedical research grant making and life sciences consulting. Dr. McNagny also serves on the faculty of Harvard Medical School, in the Brigham and Women's Hospital Department of Medicine, and is a Fellow of the American College of Physicians.

Dr. McNagny holds a BS in biology from Stanford University, an MD from Harvard Medical School, an MPH from the Harvard School of Public Health, and completed her medical residency at the Brigham and Women's Hospital. She served on the faculty at Emory University School of Medicine for 12 years, where she was principal investigator for the Emory site of the NIH Women's Health Initiative and other clinical research trials in the field of postmenopausal hormone replacement therapy. She also conducted health services research studies in access to care, high blood pressure management, and smoking cessation. Her research articles have been published in leading journals including the Journal of the American Medical Association, the New England Journal of Medicine and the Annals of Internal Medicine.

Currently, Dr. McNagny serves on the Board and is Chair-Elect of the Health Research Alliance, a membership organization of non-governmental funders of medical research and training whose members award more than $1.5 billion annually.
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