Drunken Rewind

Changing attitudes and behaviors starts with changing knowledge – and this requires an attentive audience. To get the attention of a notoriously difficult audience to reach with public health messages, PGP developed an animated digital series that was tailored and targeted to the campaign’s priority audience, young adult white males. A new episode was released monthly, with evidence-based harm reduction messages incorporated into humorous animation designed to appeal specifically to the young men most at risk of binge drinking.

To learn more about this campaign, or how your organization can partner in this work, please email your inquiries to info@wohd1949.org or call 407-337-6933.

Visit Drunkenrewind.com

33

Episodes

750,000+

Video Views

73%

Viewer Retention Rate

Results

Drunken Rewind successfully proved it is able to reach this hard-to-reach audience and engage their attention. Over three years, the campaign’s 1-3 minute YouTube episodes had a viewer retention average of nearly 73%. During this time, viewers were exposed to between 3-6 health promotion messages about drinking, including relevant consequences of over-consumption and tips to avoid getting too drunk.

Annual evaluations revealed the following:

  • By year 3, 37.7% of west Orange respondents and 63.3% of the target audience were aware of Drunken Rewind. Of respondents who reported exposure to the campaign:
    • 90.3% found the videos relatable
    • 90.3% felt they provided useful information
    • 87.1% felt the videos made them more aware of their drinking habits
  • Although COVID impacted Year 3 results, from Baseline to Year 2, there was a significant increase in those who perceive having one to two alcoholic beverages every day to be risky (Baseline 31.0%; Year 1 60.0%; Year 2 60.0%).
  • At Year 2, respondents in who were aware of the campaign showed significantly higher intentions to drink less often (65.4% Aware of campaign; 51.6% Not aware of campaign)
  • At Year 2, respondents in who were aware of the campaign showed significantly higher intentions to drink fewer drinks on one occasion (67.9% Aware of campaign; 64.6% Not aware of campaign)

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