ADVERTISING AND SOCIETY
We predict that affective responses to alcohol warning advertisements (low pleasure and high arousal) will be associated with higher perceived effectiveness . And through the use of most social media platforms, we will encourage sensitization on this issue with our counter advertisement.
It is estimated that 5.9 % of global deaths and 5.1 % of the global burden of disease are attributable to alcohol consumption.
Young adults are frequently the target of alcohol marketing . One policy option to reduce harmful alcohol consumption in this age group is to restrict the marketing of alcoholic products. However, despite consistent evidence that exposure to alcohol advertising has a dose response association with earlier initiation of alcohol use and increased consumption in young people , there is a lack of high quality evidence to support the implementation of alcohol marketing bans or restrictions to reduce alcohol consumption . This is one reason why , Pro health foundation seeks to curb this negative behavior by using counter advertising to bring to the knowledge of these people the negative effects of alcohol to their health. At pro health we pride ourselves on creating awareness about the poor state of health, providing expert knowledge about health through our partners, and embarking on anti-poor health behavior campaigns. An alternative approach to restricting alcohol marketing is to use counter alcohol advertising messages about the positive effects of alcohol consumption with public health messages presented as advertisements that warn about the negative consequences of alcohol. There is very little comparable evidence for alcohol counter-advertising. Whilst evidence exists suggesting that, advertisement campaigns to reduce alcohol impaired can be effective when professionally executed. That is why we at PRO-HEALTH foundation seek to serve as a catalyst in bringing sustainable change in the health of Ghanaians . Findings show that counter-advertising literature indicate that advertisements evoking strong negative emotions, such as fear and disgust elicited by graphic imagery of the damaging health effects of drinking by highlighting disingenuous practices of the alcohol industry. There is also indication that emotionally evocative advertisements have the potential to reduce socioeconomic inequalities in drinking and we at Pro health have come up with a counter advertising campaign on the effect of alcohol on the heart With the use of animation. To create more awareness. The primary aim of this counter advertisement by Pro health foundation is to reduce the urge to drinking alcohol excessively. We predict that participants exposed to alcohol warning advertisements will report fewer urges to drink alcohol Through this counter advertising campaign.
Within the period of three years, from the commencement of the campaign, ProHEALTH Foundation intends to achieve a 30% increase in the awareness creation on
matters of alcoholism and its negative effects on human health.
● By December 2026, the campaign aims at achieving a reduction in the intake of alcohol
among the youth and age from the current 41% to 20%.
● To ensure that by December 2028, the number of heart-related diseases arising from the
intake of alcohol is reduced by 30%.
BY: DADEBOE ofotsuwa Portia- Bacs21978 .
FIELD EXPERIENCE
We did an animation video so did not really include a lot of field experience .
On the other hand I made the voice over for the video ,and communicated mostly with the Animator.
DADEBOE ofotsuwa Portia- Bacs21978
PRO HEALTH FOUNDATION 