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Ça marche pas la prévention, surtout sur l’alcool : Comprendre la contestation des campagnes de prévention contre l’abus d’alcool chez les jeunes adultes

Abstract : In France, many specific prevention campaigns against excessive alcohol drinking among young people have been implemented since 2008. Although they consider these actions as totally legitimate, most young adults are very skeptical about their efficiency, and some of them go so far as to contest them. Our qualitative study highlights the different types of protest speech which, according the individuals, range from simple skepticism to a kind of resistance. We show why they question both the content and form but also sometimes the raison d'être of the campaigns. Thus, in this specific context of Binge Drinking, we show that young adults may react quite differently to the same campaign. As a result of our analysis, we propose recommendations in terms of social marketing in order to circumvent this resistance and to better reach the targeted audience.
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Conference papers
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https://hal-normandie-univ.archives-ouvertes.fr/hal-02022300
Contributor : Joël Brée <>
Submitted on : Sunday, February 17, 2019 - 5:48:39 PM
Last modification on : Thursday, June 6, 2019 - 4:42:40 PM

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  • HAL Id : hal-02022300, version 1

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Raphaël Cuffolo, Joël Bree. Ça marche pas la prévention, surtout sur l’alcool : Comprendre la contestation des campagnes de prévention contre l’abus d’alcool chez les jeunes adultes. 4ème Journée Internationale du Marketing Santé (JIMS 4), Jun 2016, Lille, France. ⟨hal-02022300⟩

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