Alcohol and aging: Using a social marketing campaign

Social marketing campaigns generally address public health concerns as they surface or shortly thereafter. To this point, campaigns regarding alcohol and other drug abuse have most often focused on youth, parents, providers, high-risk populations such as the elderly, and specific populations. Not often does the public health community get ahead of a public health issue.

Little research – and subsequently few social marketing campaigns – has focused on aging “baby boomers” (those aged 55-64) who have yet to reach age 65, and need to be cognizant of changes in their bodies as they age, and how their bodies metabolize alcohol. Baby boomers, in general, have had higher rates of substance use than previous generations.

The Medical Foundation (TMF) – with funding from the Massachusetts Department of Public Health – has designed a social marketing campaign targeting 55-64 year olds to raise their awareness about alcohol intake and its effect on the body as it ages. This presentation will address formative work regarding knowledge, attitudes, and perceptions of this population around alcohol, and attitudes toward aging. The presentation will also speak to discussion group findings (focus groups) and the impact on the message, tone, and style of the social marketing campaign.