Alcohol,University Students,and Harm-Minimization Campaigns: “A Fine Line between a Good Night Out and a Nightmare”

Abstract

Trends in alcohol consumption in Australia suggest that university and college students engage in heavy drinking. However, while media and policy representations of young drinkers are frequently negative, the academic literature suggests that young people are not unaware or unconcerned about the harms linked to alcohol use. In this study, we conducted in-depth, semistructured interviews with six university students aged 18–21 years. We examined the concerns they raised about alcohol use, including their views on two harm-minimization campaigns that were distributed in Australia at the time of the study. Our data suggest that, although there are some significant contradictions in attitudes and views about what constitutes “harm” in relation to alcohol use, university students nonetheless do reflect on the risks associated with intoxication. Furthermore, we found that the messages embedded in the campaigns resonate with this cohort's concerns and fears about drinking, as well as their values and future ambitions.

Keywords

University students alcohol harm-minimization campaigns

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