Table 3.

Proportion of respondents aware of the ‘Alcohol and Cancer’ campaign and their reactions to it following waves I and III of the campaign

	Survey 1	Survey 2
	Per cent	Per cent
Campaign awareness	(n=206)	(n=155)
Recall (unprompted)	27.8	34.9
Recognition (prompted)*	67.5	81.2†
Reactions to the campaign among those who recognised the television advertisement	(n=119)‡	(n=126)
Prompted recall of message 1: ‘There is a link between drinking alcohol and getting cancer’	91.3	95.6
Prompted recall of message 2: ‘The more alcohol you drink, and the more often, the greater your risk of cancer’	78.1	81.8
Prompted recall of message 3: ‘You can stay at low risk of developing cancer by drinking no more than two standard drinks on a regular basis’	75.7	90.1†
Recall correct number of drinks (two) mentioned in television advertisement	92.0	94.0
As a result of seeing the ad, I feel motivated to reduce my own alcohol consumption§	48.6	49.8
As a result of seeing the ad, I am concerned about the amount of alcohol people in my social circles drink	77.7	80.9

*Recognition of Spread and/or Stains for survey 1 respondents and recognition of Spread for survey 2 respondents.

†Significantly different to survey 2 at p<0.05 level after controlling for age group, location, education level, household composition and drinking behaviour.

‡For survey 1, these questions were only asked of those respondents who recognised the first of two campaign advertisements they were randomly shown.

§Question not asked of non-drinkers.