The Use of Social Marketing Messages to Reduce Binge Drinking Among Irish Third Level Female Students

Ireland has one of the highest rates of binge drinking among university students in the world. Binge drinking has been identified as the number one substance abuse problem in university life. Women are at an increased risk from alcohol use because they need less alcohol per kilogram of body weight than do men to attain the same peak blood alcohol level and level of impairment. The focus of this study will be to assess if social marketing messages are effective in reducing binge drinking among third level female students. Harm reduction as an option will be Ireland has one of the highest rates of binge drinking among university students in the world. Binge drinking has been identified as the number one substance abuse problem in university life. Women are at an increased risk from alcohol use because they need less alcohol per kilogram of body weight than do men to attain the same peak blood alcohol level and level of impairment. The focus of this study will be to assess if social marketing messages are effective in reducing binge drinking among third level female students. Harm reduction as an option will be analyzed.