Alcohol counter adverts are the advertising messages that counter preceding messages or adverts about alcoholic beverages or products. Research indicates that, “alcohol advertising and marketing have a significant effect on the youth and the elderly by influencing their expectations and attitudes, encouraging them to drink more. Alcohol adverts has also helped to create an environment that promotes underage drinking”. Alcohol counter advertisement helps to balance these effects alcohol advertising has on consumers by exposing the health risks associated with excessive drinking.
Aside exposing the health consequences associated with drinking, they also reveal the social and economic risk related with too much drinking. Since the aim of every alcohol producing company is to maximize profit, they conceal the negative effects associated with drinking these alcoholic beverages, alcohol counter advertising comes in to reveal these information that poses a threat to the human system in order to help consumers balance the frequent consumption of alcohol and educate them on the need to if possible stop drinking.
According to the World Health Organization, around three million deaths are related to harmful use of alcohol worldwide per year. Statistics has also shown that, the prevalence of alcohol consumption in Ghana is estimated to be 26.8% and in 2019, it was estimated that, out of the 85,688 liver diseases deaths among individuals within the ages of 12 and older, 43.1% involved alcohol.
Members of we care foundation conducted their research and it was revealed that, Alcohol can Damage the liver. It is the function of the liver among other things to flush out toxins in your system which include alcohol and heavy consumption of alcohol affect this function. We again discovered that, heavy intake of alcohol results in Brain and Nervous systems problems. Alcohol affects the brain’s communication pathways making it very difficult to think and speak clearly. It also affects one’s ability to recall information and make decisions. It also affects body movements. Excessive consumption of alcohol can also cause mental issues like depression and dementia. These consequences will affect our target population which is university student, because student needs to focus on their academics and excessive drinking can disrupt this process.
In an attempt to conscientize our target population on the need to reduce heavy alcohol intake, our objective was to sensitize 80% of student alcohol consumers on the dire effects excessive drinking has on their health. To achieve this, we care foundation will release a counter ad, that speaks to the health effects alcohol abuse has on their organs. We believe this way, we can persuade most of them to drink responsibly since alcohol abuse is injurious to their health as young people.
Again, images about destroyed organs in the human body will be placed on social media with emotional appeal messages to boost our content. The counter ad videos will also be on social media with the hashtag protect your organs to further promote the social media campaign.
Beatrice Ehwieda
BACS21521
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wecarefoundation 