Alcohol and Health 'Glassbody'

Reducing your drinking will reduce your risks.

The Alcohol and Health ‘Glassbody’ campaign was a joint initiative between the Mental Health Commission (MHC) and the former McCusker Centre for Action on Alcohol and Youth.

The campaign focused on the damaging effects of alcohol and emphasised how the body is fragile, and that reducing alcohol use can reduce a person’s risk of alcohol-caused disease such a stroke, heart attack and cancer.

The campaign encouraged people to reduce their drinking to reduce their risk, whilst also describing the benefits of having no more than two standard drinks on any day.  This recommendation was consistent with the National Health and Medical Research Council (NHMRC) guideline for reducing the risk of alcohol-related harm over a lifetime.

‘Glassbody’ launched in December 2016 and was in market until October 2019.

Target group

Adults aged 25 to 54 years.

Key messages

  • Alcohol causes damage. Regularly drinking more than two standard drinks increases your risk of alcohol caused disease including stroke, cancer and heart attack.
  • Reducing your drinking (number of drinking occasions and/or quantity at each drinking occasion) will reduce your risks.
  • To reduce your risk of alcohol-caused disease, have no more than two standard drinks on any day.

Campaign objectives

  • Increase awareness of the NHMRC long term harm guideline. The lifetime risk of harm from drinking alcohol increases with the amount consumed so the NHMRC stipulate for healthy men and women, drinking no more than two standard drinks on any day reduces the lifetime risk of harm from alcohol-related disease or injury.
  • Understand that alcohol is damaging and that regularly drinking above the guideline can place you at-risk of serious alcohol-caused disease over your lifetime.
  • Increase feeling personally at being at risk of being diagnosed with alcohol-caused conditions.

Evaluation

An independent social research agency was engaged to conduct a mid-campaign evaluation in June 2017 and a final campaign evaluation in June 2019. The online evaluations were conducted with a representative sample of Western Australians.

  • At the mid campaign evaluation, half (50%) of the target audience recognised the Glassbody campaign when prompted. At the final campaign evaluation, almost four in five (77%) recognised the campaign.
  • At the mid campaign evaluation, almost universal correct message take out was achieved, with 98% of the target audience correctly or partially correctly recalling the key message take out.
  • Awareness of the NHMRC drinking guideline that no more than two standard drinks per day are considered low-drink for long-term health harms increased from the mid campaign evaluation (51%) to the final evaluation (63%).
  • The campaign was particularly effective in communicating the key message of ‘drinking more than 2 standard drinks on any day increases your risk of alcohol-caused disease’, with 96% of the target audience believing this to be true.
  • Awareness of health harms from alcohol (with the exception of stroke) recorded incremental gains following the first year of the campaign. Importantly, the believability of these health harms recorded very positive results, with significant increases in credibility of cancer and heart disease as potential risks, and a significant decline in the credibility for the perceived positive effects of consuming red wine.
  • At the final evaluation, one in three (33%) reported intent to reduce their drinking in the next three months, and over two in five people (44%) reported taking some action to reduce their drinking.
  • Overall, 89% stated they liked the campaign, with notable features being the visual images of the glass body and the simple and clear message.
  • The mechanism for health damage proposed and illustrated by the creative was both well understood (85%) and seen as believable (78%).

For more findings from the mid-year evaluation, click here.

Resources

Campaign Video
15 sec TV - Digestive system

15 sec TV - Cardiovascular system

30 sec TV - Digestive system

30 sec TV - Cardiovascular system

Social media - Cardiovascular

Social media - Cancer

Social media - Digestive

Social media - Male risk

Social media - Female risk

Social media - Benefits

Social media - WA consumption

Related Information

Alcohol & Your Health

Harmful drinking can occur in the short-term and long-term. NHMRC released guidelines that give advice on minimising health consequences of drinking alcohol.


Alcohol and Your Long-Term Health

Regular and ongoing drinking can cause long term damage to organs


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