Evaluative research and concept testing low-risk drinking guidelines print materials

Therefore, qualitative research was undertaken to explore the context of alcohol consumption among young males and to assess their reactions to a series of education materials and messages that highlight low-risk drinking guidelines, personal strategies to reduce consumption, and alcohol effects. [...] The scope of this particular research project was to obtain recommendations to inform the communications component of (the first stage) of a strategy to reduce high-risk drinking in Nova Scotia among critical high-risk target groups. [...] The objectives for the study were two-fold: 1) To examine underlying assumptions about this target group upon which the materials are based, in order to establish the relevance and credibility of the information among males aged 19 to 29; and 2) To assess response towards current print materials and education materials from local and other jurisdictions among the key target group of young male adu [...] The information and insight gained during this initial evaluative process will be used to inform on-going research and development of low-risk drinking guidelines and supporting strategies for reduced and low-risk alcohol consumption. [...] After welcoming participants, the moderator began with a discussion of the confidentiality requirements, the general purpose of focus groups and expectations on the part of both the researchers and participants.