ABSTRACT In 2015 the EPSAD (the European School Survey Project on Alcohol and Other Drugs) released a report showing that Danish youth in the age 15-16 years old, received an alerting first place in alcohol consumption with 50% of the Danes drinking more than their European peers. Furthermore, in September a report from Alkohol & Samfund shows how embedded social norms and alcohol are during the three-year long high-school period, which often continues later in life. Previous communication campaigns do not show significant change in behaviour which questions the strategies the campaigns are using. In this academic paper, we introduce a new way of thinking communication strategies through a merged concept that seeks to combine communication and nudging, where the relevant and beneficial aspects from both theoretical disciplines are being used. We want to use this strategy as an attempt to resolve this big socio-economic problem. Nudging is a behavioural science that focuses on the irrationality, systematic bias, and habits that human behaviour consists of, to design and develop interventions that can influence the way people behave in a certain way. Through thorough behavioural mapping it seeks to analyse why people behave the way they do, and how to use this knowledge to develop solutions to change this behaviour, without forbidding any options or changing economic incentives. Through our concept, we come up with ten easy solutions to how we can reduce the student’s alcohol consumption, designed to the school board on Danish High Schools. We develop this as a guideline to interventions when the schools hold parties where alcohol is involved. We conclude that this combination of theoretical frameworks can resolve as an effective solution.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Bachelor|
|Udgivelsesdato||17 dec. 2016|
|Vejledere||Pelle Guldborg Hansen|
- alkohol og samfund