As Slater states, it is – among others – repetition that increases the power of the message meanwhile [4]. Another limitation was that we had to face the difficulty to reach adolescents by phone: phone numbers lists are only available for fixed lines, leading to an overrepresentation of middle-aged adults and seniors. Young people more often use mobile phones only. Raising awareness and knowledge about addictive products is evidently necessary, but competing messages in the immediate environment can jeopardize the efficacy of such campaigns [5]. Many advertising campaigns use precisely the same type of strategy to induce indistinctness and to increase their brand awareness [4]. The results of our survey indicate that the campaign was globally positively appreciated by the people interviewed, with a global mean appreciation score of 6.

62. However, in health promotion, reaching lower socio-economic groups still remains a real challenge. The higher the socio-economic background, the lower the risk of being insufficiently informed. G?ransson et al. measured the attitude and perception towards and knowledge of health campaigns [6]. The authors found no differences in the awareness of the campaign – even though they could suspect a lower awareness in low socio-economic groups, but on the other hand, they found a difference in the knowledge about the health project of the campaign. Contrary to this, Vallone et al. found important socio-economic differences in the awareness about a campaign aimed to prevent youth from smoking [7].

The purpose of our survey was not principally to evaluate the effect of the campaign – even though some questions were addressed on the discussion and reflection that could possibly follow the reception of the messages. The evaluation survey aimed to assess first the campaign impact on the general population rather than the effectiveness of such an initiative. A large coverage can stimulate communication, discussion with peers, family and friends as quoted by Slater [4]. One of the main goals of the campaign was to reach young people, and the results presented above indicate that this objective was accomplished. This age group deserves to be the focus of such campaigns, as for alcohol or other substances, the sooner the initiation, the higher the risk of excessive consumption of those products later on [8].

Furthermore, in order to break into new markets, adolescents and young adults represent a very interesting commercial Carfilzomib target for the alcohol industry [9]. The young population is an easy marketing target and as such is overwhelmed by contradictory or ambivalent messages emanating from food, tobacco and alcohol industries [10]. As young people are simultaneously also targeted by health promotion campaigns, this can result in a difficult opinion or decision-making.