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Public health campaigns discouraging this practice are required as part of a comprehensive approach to reduce alcohol\u2010related harm among minors, however, limited research has examined the relative effectiveness of different messaging approaches. This study compared the effects of two campaigns with different executional styles on parents' intentions to provide alcohol to minors\u2014one campaign used a fear\u2010based approach and the other adopted a first\u2010person narrative approach.<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>The study used a repeated cross\u2010sectional design. An independent samples <jats:italic>t<\/jats:italic>\u2010test was used to compare the effects of two campaigns with alternative executional styles on parents' alcohol provision intentions. Two ordinal logistic generalised linear models were used to assess whether intentions effects differed according to parents' demographic and behavioural characteristics.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Both campaigns were effective at motivating parents to abstain from providing alcohol to minors. This outcome was particularly notable among female respondents and those who had never provided alcohol to their children. Older respondents and those who used less alcohol were more likely to intend to change their behaviours as a result of exposure to the fear\u2010based campaign, while the campaign using a narrative approach was more effective with heavier drinkers.<\/jats:p><\/jats:sec><jats:sec><jats:title>Discussion and Conclusions<\/jats:title><jats:p>Overall strong performance of both campaigns combined with varying effectiveness by parent attributes highlights the utility of parent\u2010focused campaigns targeting alcohol provision to minors. To best protect minors, continued investments are needed to develop suites of evidence\u2010based campaigns that resonate with different parent subgroups.<\/jats:p><\/jats:sec>","DOI":"10.1111\/dar.13958","type":"journal-article","created":{"date-parts":[[2024,10,8]],"date-time":"2024-10-08T05:43:35Z","timestamp":1728366215000},"page":"60-69","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["The differential effects of parent\u2010targeted alcohol harm\u2010reduction campaigns with varying executional styles"],"prefix":"10.1111","volume":"44","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6326-1908","authenticated-orcid":false,"given":"Leon","family":"Booth","sequence":"first","affiliation":[{"name":"The George Institute for Global Health UNSW Sydney  Sydney Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2777-2839","authenticated-orcid":false,"given":"Tahnee","family":"McCausland","sequence":"additional","affiliation":[{"name":"Mental Health Commission Western Australian Government  Perth Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"James","family":"Stevens\u2010Cutler","sequence":"additional","affiliation":[{"name":"Mental Health Commission Western Australian Government  Perth Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0437-7927","authenticated-orcid":false,"given":"Keira","family":"Bury","sequence":"additional","affiliation":[{"name":"Mental Health Commission Western Australian Government  Perth Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5959-0525","authenticated-orcid":false,"given":"Julia","family":"Stafford","sequence":"additional","affiliation":[{"name":"Cancer Council Western Australia  Perth Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3921-1174","authenticated-orcid":false,"given":"Simone","family":"Pettigrew","sequence":"additional","affiliation":[{"name":"The George Institute for Global Health UNSW Sydney  Sydney Australia"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2024,10,7]]},"reference":[{"key":"e_1_2_10_2_1","doi-asserted-by":"publisher","DOI":"10.1542\/peds.2020-0440"},{"key":"e_1_2_10_3_1","doi-asserted-by":"publisher","DOI":"10.1038\/nrn.2018.10"},{"key":"e_1_2_10_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.amepre.2016.05.020"},{"key":"e_1_2_10_5_1","doi-asserted-by":"publisher","DOI":"10.1111\/dar.13269"},{"key":"e_1_2_10_6_1","doi-asserted-by":"publisher","DOI":"10.1111\/add.15089"},{"key":"e_1_2_10_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugpo.2020.102826"},{"key":"e_1_2_10_8_1","doi-asserted-by":"publisher","DOI":"10.1186\/s12889-018-5995-3"},{"key":"e_1_2_10_9_1","doi-asserted-by":"publisher","DOI":"10.1080\/16066359.2019.1663831"},{"key":"e_1_2_10_10_1","doi-asserted-by":"publisher","DOI":"10.1186\/s12889-017-4472-8"},{"key":"e_1_2_10_11_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugpo.2017.09.013"},{"key":"e_1_2_10_12_1","unstructured":"National Health Service.Smoking drinking and drug use among young people in England 2021.2022. 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