Features of Alcohol Harm Reduction Campaigns That Resonate With Older Adults: Insights From an Australian Qualitative Study Using Prompt Videos

INTRODUCTION: Many countries around the world including Australia, New Zealand, England and the United States of America face increasing alcohol use and alcohol-related harms amongst the ageing population. Despite alcohol being linked to diseases such as cancer and dementia, many conventional alcohol harm reduction campaigns don't resonate with older audiences. This qualitative study aimed to investigate what features of alcohol harm reduction campaigns appeal to a middle-aged and older audience. METHODS: In-depth interviews were conducted with 45 Australian participants aged 54-74 years (mean age 62 years, 62% female, 42% drinking beyond national guidelines). Data analysis followed an inductive thematic approach. RESULTS: Participants reflected on the construction of their own drinking identities, provided feedback on six pre-existing alcohol harm reduction campaigns, and expressed their preferences for future campaigns. Some participants felt defensive or conflicted about whether alcohol harm reduction campaigns would be appropriate or effective with their demographic. Despite this, participants broadly endorsed campaigns that employed a more positive tone, provided practical advice, and were delivered by a relatable messenger. DISCUSSION AND CONCLUSION: Findings suggest the use of motivational messaging, as delivered by a non-authoritarian and gender-matched messenger, for future campaigns with this demographic may reduce expressed resistance to health messaging. This large qualitative study generated rich, novel, and nuanced accounts of older adults' perspectives on alcohol harm reduction campaigns.