You wouldn’t sober, you shouldn’t drunk: A behavioural change approach to changing attitudes and responses to unwanted sexual attention in pubs and clubs

Matthew Wood, Paurav Shukla

Research output: Contribution to journalArticle

Abstract

The objective was to evaluate a campaign designed to influence social norms and re-establish boundaries around the issue of unwanted sexual attention in pubs and clubs. In particular, the campaign aimed to raise awareness, and reduce the acceptability, of unwanted sexual attention when drunk. Methods: A before-after-with-control group study design was used to evaluate campaign effectiveness. The data was further segmented to explore gender differences and between individuals who reported enjoying going out to get drunk and those who did not. Results: The experimental group with campaign recall demonstrated a significant change in their attitudes to harmful drinking behaviours and unwanted sexual attention compared to the control group. A number of gender differences as well as drink-enjoyment-related differences pre- and post-campaign were observed. Female respondents who were able to recall the campaign demon- strated a significantly lower tolerance of unwanted sexual attention than those who were unable to recall it in either the experimental or control regions. The campaign had limited impact on peo- ple who enjoy drunken night outs (DNOs). However, those who do not enjoy DNOs demonstrated significantly higher negative attitudes towards harmful drinking post-campaign recall. Conclusion: The campaign was effective in shifting attitudes towards unwanted sexual attention and harmful drinking behaviour. This was particularly observed among female respondents and those who do not enjoy DNOs. Short summary: Drinkaware’s ‘You Wouldn’t Sober, You Shouldn’t Drunk’ behavioural change campaign targets young adults living in North-West England participating in ‘drunken nights out’. The experimental group with campaign recall demonstrated a significant change in their attitudes to harmful drinking behaviours and unwanted sexual attention compared to the control group.
Original languageEnglish
Pages (from-to)737-745
Number of pages9
JournalAlcohol and Alcoholism
Volume52
Issue number6
DOIs
Publication statusPublished - 30 Aug 2017

Bibliographical note

This is a pre-copyedited, author-produced version of an article accepted for publication in Alcohol and Alcoholism following peer review. The version of record Matthew Wood, Paurav Shukla; You Wouldn’t Sober, You Shouldn’t Drunk: A Behavioural Change Approach to Changing Attitudes and Responses to Unwanted Sexual Attention in Pubs and Clubs, Alcohol and Alcoholism, https://doi.org/10.1093/alcalc/agx057 is available online at: https://academic.oup.com/alcalc/article-abstract/doi/10.1093/alcalc/agx057/4097764/You-Wouldn-t-Sober-You-Shouldn-t-Drunk-A?redirectedFrom=fulltext

Keywords

  • alcohol intoxication
  • attitude
  • cordocentesis
  • drinking behavior
  • mental recall
  • behavioral change
  • sobriety
  • young adult
  • gender differences
  • group trial
  • social norms

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