This document summarizes research conducted for a campaign called "Binge-Free 603" aimed at reducing binge drinking among young adults aged 18-25 in New Hampshire. The research included analyzing alcohol use data from 2007-2015, conducting formative research to identify peer groups at highest risk of binge drinking, and testing campaign strategies. The results informed the development of a campaign website and strategies to engage different peer groups to promote responsible drinking behaviors through sharing personal stories and setting a good example within their social circles. The document concludes by discussing next steps like evaluating campaign outcomes, getting new personal stories, and refining approaches targeting the highest risk "Preppy-Partier" peer group.

1. BINGE-FREE 603
WHAT’S YOUR REASON?
CHRISTIN D’OVIDIO, MFA, CCPH
HEALTH EXPERIENCE DESIGN
BOSTON, M.A. APRIL 2019
John Snow Inc.
Does Peer Crowd Affinity Actually Motivate Behavior
Adoption?

2. State of NH Scope for JSI
Past Month Alcohol Use Among Individuals Aged 12+ in New Hampshire, New England and the
United States (Annual Averages, 2007-2015)
Source: SAMHSA, Center for Behavioral Health Statistics and Quality, National Surveys on Drug Use and Health, (2007-2015)

3. State of NH Scope for JSI
Past Month Alcohol Use Among Individuals Aged 18-25 in New Hampshire, New England and
the United States (Annual Averages, 2007-2015)
Source: SAMHSA, Center for Behavioral Health Statistics and Quality, National Surveys on Drug Use and Health, (2007-2015)

4. State of NH Scope for JSI
Binge Alcohol Use Past Month Among Individuals Aged 18-25 in New Hampshire, New England and
the United States (Annual Averages, 2007-2014)
Source: SAMHSA, Center for Behavioral Health Statistics and Quality, National Surveys on Drug Use and Health, (2007-2014)

5. Formative Research

6. Formative Research

7. Primary Research:
§ Knowledge, Attitudes and Practices
§ Validate peer groups in NH
§ Identify those with highest risk of binge drinking
2 Potential Target Audiences:
§ Preppy-Partier
Formative Research

8. 2 Potential Target Audiences:
§ Country (Country-Local)
Formative Research

9. Binge-Free 603:What’sYour Reason?

10. Binge-Free 603:What’sYour Reason?

11. ¨ Campaign Website
Campaign Website
BingeFree603.org

12. BingeFree603.org

13. How to Be Binge Free in the 603

14. KnowYour Limits

15. Engagement

16. Outcomes

17. Did Our Strategies Achieve Our Goals?

18. 1) Evaluation
2) Editing
3) New Stories
4) Peer Group Prevalence
5) Preppy-Partiers
NEXT STEPS

19. THANKYOU.
CHRISTIN D’OVIDIO, MFA, CCPH
HXD April 2019