Wood M, et al. - An examination was performed of a campaign formulated to impact the social norms and re-establish boundaries around the issue of unwanted sexual attention in pubs and clubs. The intent here was to raise awareness, and reduce the acceptability, of unwanted sexual attention when drunk. The campaign successfully shifted the attitudes towards unwanted sexual attention and harmful drinking behaviour. It was effectively noted among female respondents and those who did not enjoy drunken night outs (DNOs).

Methods

• The campaign effectiveness was contemplated via a before-after-with-control group study design.
• This was followed by additional segmentation of the data to explore gender variations and between individuals who reported enjoying going out to get drunk and those who did not.

Results

• The experimental group with campaign recall illustrated a marked change in their attitudes to harmful drinking behaviours and unwanted sexual attention than the control group.
• A number of gender variations and drink-enjoyment-related differences pre- and post-campaign were reported.
• Female respondents recalling the campaign displayed a substantially lower tolerance of unwanted sexual attention than those who were unable to recall it in either the experimental or control regions.
• The campaign exerted a limited impact on people who enjoy drunken night outs (DNOs).
• Those who did not enjoy DNOs reported considerably higher negative attitudes towards harmful drinking post-campaign recall.