Can a mass media campaign raise awareness of alcohol as a risk factor for cancer and public support for alcohol related policies?

Alcohol consumption increases the risk of several cancers, but public awareness of alcohol as a risk factor for cancer is low. Research indicates that public opinion about alcohol related policies can be influenced by mass media campaigns and awareness of alcohol as a carcinogen. The objective of this study was to test whether a mass media campaign intended to raise awareness of the relation between alcohol and cancer is associated with higher public awareness of alcohol as a risk factor for cancer, and higher levels of support for alcohol related policies.

Highlights

• Awareness of alcohol as a risk factor for cancer is low among Danish adults.
• Awareness of alcohol as a carcinogen was higher after a campaign than prior to it.
• Support for some alcohol related policies was higher following a campaign.
• Support for age related alcohol policies increased in males but not females.

Can a mass media campaign raise awareness of alcohol as a risk factor for cancer and public support for alcohol related policies?