The RESPEKT campaign
RESPEKT
SECONDARY
The Danish NGO-organization “Alkohol & Samfund” [English: “Alcohol & Community”] and the private Foundation “Trygfonden” [aimed at supporting research and prevention-initiatives], in cooperation with media / PR agencies and local alcohol treatment services, have developed a media campaign, “RESPEKT,” which has been broadcast annually across Denmark since 2015. The aims of the campaign were to:
Increase public awareness that the council offers AUD treatment free of charge.Increase the number of individuals who seek advice, or seek / initiate treatment for AUD.The campaign is a targeted communication approach [The campaign is multi-component, where the main channels are TV and Internet advertisements. The content of the main campaign video has varied over the years. From 2016 to 2018 and year 2020 the video showed three boys in a football locker room, where one boy proudly tells his friends that his father has stopped drinking. The video ends with father and son hugging, and the message “it gives respect to do something about your alcohol problem.” In 2019, the video showed a child at home, cleaning up beer cans while the father is asleep on the living room sofa. The boy makes sandwiches for the father and writes the number of the national telephone help line for AUD on a post-it note to his father, before leaving home.The RESPEKT campaign is unique from an international perspective, with its aim to increase treatment-seeking. In a previously published cross-sectional study, we have studied how the message of the campaign was understood and how it impacted awareness, attitudes, and information seeking [The aim of this study is to investigate effects of viewing either one of the two videos used in the RESPEKT campaign or a neutral video, informing that AUD treatment is free, on the primary outcome measure:
public stigma.The secondary outcome measures:
motivation to change one’s own alcohol use.motivation to talk to someone else about their alcohol use.motivation to seek information about AUD treatment.motivation to seek AUD treatment.self-stigma.The hypothesis is that randomization to video 1 with the boy and father at the football ground leads to lower level of public stigma and self-stigma, and also higher motivation to change one’s own alcohol use, to talk to someone else about their alcohol use, to seek information about treatment and seek treatment; compared to randomization to video 2 with the boy and father at home or viewing video 3, with information about AUD treatment. The rationale is that video 1 includes messages that can have a stigma reducing effect, as recovery, and messages that can increase motivation, via the focus on positive consequences of making a behavior change, as being a better parent [