Purpose: Gamified and engaging school-based alcohol social marketing programs have demonstrated effectiveness; however, wide-scale dissemination of these programs is limited by their resource-intensive character. The purpose of this paper is to address this limitation, a brief alcohol social marketing pilot program was derived from a comprehensive alcohol social marketing program to compare effectiveness. Design/methodology/approach: A sample of 115 14–16-year-old adolescents from six secondary schools participated in the brief alcohol social marketing pilot program. Program effectiveness was assessed using repeated measure analysis on adolescents’ knowledge, attitudes, social norms, self-efficacy and intentions to binge drink. Results were compared with the comprehensive social marketing program and a control group. Findings: The brief pilot program produced statistically significant outcomes for the same measures as the comprehensive program across attitudinal variables, descriptive norms and opportunistic self-efficacy. Research limitations/implications: Converting existing social marketing programs into brief alternates is more cost-effective and, in this case, demonstrated better outcome effects. However, findings are limited as in-depth comparisons were hindered by changes to content across program modes. No process for converting comprehensive programs into brief alternates was identified prior to this study, and therefore a number of considerations for program alteration were derived from program facilitator experiences. Originality/value: The findings provide initial evidence that a brief version of an existing comprehensive program can be an effective alternate to more resource-intensive programs under more cost-effective circumstances for program developers and facilitators.

中文翻译：

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简短与全面的社会营销计划的有效性

目的：游戏化和引人入胜的基于学校的酒精社交营销计划已显示出有效性；但是，这些程序的大规模传播受到资源密集性的限制。本文旨在解决这一局限性，从全面的酒精社交营销计划中得出一个简短的酒精社交营销试点计划，以比较其有效性。设计/方法/方法：来自六所中学的115名14-16岁的青少年参加了简短的酒精社交营销试点计划。通过对青少年的知识，态度，社会规范，自我效能感和酗酒意图进行反复测量分析，评估了计划的有效性。将结果与综合社会营销计划和对照组进行比较。发现：简短的试点计划在态度变量，描述性规范和机会主义自我效能方面，采取了与综合计划相同的措施，在统计上取得了显着成果。研究的局限性/意义：将现有的社会营销计划转换为简短的替代方案更具成本效益，并且在这种情况下，显示出更好的结果效果。但是，由于跨程序模式下内容的更改妨碍了深入的比较，因此结果有限。在此研究之前，没有确定将综合计划转换为简短替代计划的过程，因此，从计划促进者的经验中得出了许多计划变更的考虑因素。创意/价值：