Ad linking alcohol to cancer most effective at curbing drinking, study finds – The Guardian

Australian harm-reduction advertisement shows alcohol being absorbed into the bloodstream, spreading and causing cancerous cell mutations in the liver

Graphic anti-drinking ad shows how alcohol causes cancer Ad linking alcohol to cancer most effective at curbing drinking, study finds

Australian harm-reduction advertisement shows alcohol being absorbed into the bloodstream, spreading and causing cancerous cell mutations in the liver

A graphic Australian advertisement that highlights the link between alcohol and cancer has been nominated by drinkers as the most effective in leading them to reconsider their alcohol intake.

The video advertisement, titled Spread, was developed and funded by the Western Australia government. It shows alcohol being absorbed into the bloodstream, spreading and causing cancerous cell mutations in the liver, bowel and throat.

Researchers led by renowned international behavioural scientist Professor Melanie Wakefield tested 83 English-language alcohol advertisements from around the world on 2,174 Australian adults who regularly consume alcohol.

Study participants ranked each advertisement on a five-point scale, with a score of “one” representing a low motivation to reduce drinking after viewing and “five” representing high motivation to reduce drinking after viewing.

Spread ranked the highest with an average score of 3.77 and was favoured across a range of groups including men, women, young and older adults, and low and high-risk drinkers.

Four out of the top 10 most effective advertisements were from Australia and of those, all were

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