Develop a social media campaign to bring awareness to hazardous alcohol consumption and/or alcohol abuse among a determined target population(18-25yr old on facebook).I have attached an outline and wo

Running head: SOCIAL MEDIA CAMPAIGN PROPOSAL 0

Social Media Campaign Proposal

Alcohol Prevention

Lyndon Ray

University of Maryland Global Campus

25JUN2020

Working Bibliography

Arora, A. S., & Sanni, S. A. (2019). Ten years of ‘social media marketing’research in the Journal of Promotion Management: Research synthesis, emerging themes, and new directions. Journal of Promotion Management, 25(4), 476-499.

These authors conducted a study on the social media marketing that has taken the world by a storm. The world has gradually become a global village with the people easily using social media platforms to market and promote their products. The source highlights this as one of the major challenges that makes it difficult for one to have an adequate time to effectively prevent alcoholism. Social media has made it easier for all individuals to access alcohol and the teenagers have not been spared in this. These are the emerging themes and the society should be ready to face the challenges that come with these emerging issues.

Buller, D. B., Walkosz, B. J., & Woodall, W. G. (2019). Use of Media and Social Media in the Prevention of Substance Use. In Prevention of Substance Use (pp. 319-334). Springer, Cham.

These scholars addressed the use of mass media in preventing alcohol consumption. Mass media has changed over the last few years with the advances made in information technology shifting how people communicate in the world. The use of mass media in prevention of alcohol consumption has thus not been effective. Therefore, these authors’ advocates for the use of social media platforms, these are areas that these groups can easily be targeted and reached. Today information can easily reach far and wide to many people through the use of social media platforms such as Facebook, Whatsapp, Twitter and Instagram. Therefore, to campaign against alcohol consumption, these are the most effective sites that can be used to ensure that the information reaches the right individuals.

Park, S. Y., Son, H., Lee, J., & Go, E. (2020). Moderating effects of social norms and alcohol consumption on message framing in responsible drinking campaigns: Value from deviance regulation theory. Health communication, 35(7), 793-803.

These researchers worked on the determination of the most effective ways in which they can use digital devices to prevent alcohol abuse. The study which used college students in helping frame messages to help reduce over consumption of alcohol and encourage responsible drinking. The impacts of the framing messages among students were evident with a significant number of students reducing consumption rates of alcohol. However, it was a challenge for the heavy drinkers as they were already addicted. Therefore, this is an essential tool that helps to indicate that through the use of simple messages and passage of meaningful information to decampaign the consumption of alcohol there are positive impacts that can always be felt with time in society.

Rehm, J., & Shield, K. D. (2020). Alcohol Use and Cancer in the European Union. European Addiction Research, 1-8.

These authors conducted a research on the relationship that exists between cancer and alcohol consumption in US. The study shows that in only 2016 in European Union about 80,000 people lost their lives due to cancer related conditions that were caused by consumption of alcohol. Alcohol is thus a good contributor towards loss of lives in the world. The authors thus emphasizes on the use of social media platforms to sensitize people on the effects of alcohol consumption on their healthy and how they have to ensure that they prevent consumption of alcohol. The source indicates that this is a global concern and the need to prevent this should be supported fully.

Sargent, J. D., Cukier, S., & Babor, T. F. (2020). Alcohol marketing and youth drinking: Is there a causal relationship, and why does it matter?. Journal of Studies on Alcohol and Drugs, Supplement, (s19), 5-12.

This source identifies and accepts that alcohol is one of the major causes of deaths through chronic diseases in the world. However, teenager exposure to alcohol through campaigns and marketing changes the perceptions that these young adults have over alcohol. The campaigns are an area of concern because of how they influence these young people into believing that alcohol is not really dangerous to their lives. The journal of alcohol and drugs supplement indicates that there is a lot that’s coming with the advances in technology and the millennial are the most affected with wrong perceptions about alcoholism. There is a causal relationship between the use of drugs and campaigns conducted and authorities have to look into this on the fight against alcoholism in society.