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SUMMARY Community-based public health projects have become increasingly important as a tool for health promotion. This approach has been considered appropriate also in addressing socio-economic differences in health, although little is known about socio-economic differ- ences in perception of health as a community issue. Our aim was to study socio-economic differences in aware- ness and knowledge about the Kirseberg Project and in attitudes towards the concept of health as a local com- munity issue. The Kirseberg Project was initiated in 1988. The primary prevention aims are to reduce alcohol consumption in the population in order to decrease the incidence of alcohol-relat ed problems. Kirseberg is an area with -10000 inhabitants in the north-eastern part of the city of Malmo (population 230 000), Sweden. A sample of 400 people in the area between the ages of 20 and 75 years of age was random- ised from the population register and interviewed by telephone. Of the sample, 73.3% responded Of the respondents, 65.2% were aware of the project and 38.6% had knowledge about it. Socio-economic differences were found both regarding knowledge and attitudes. Individuals in the high socio-economic status (SES)- group were better informed about the project than the low SES-group, more often associated the project with the promotion of the community spirit, tended to give more positive answers to the questions about important local health issues, demonstrated higher adherence to the social environment issues and were more interested in local health promotion activities. Our conclusion is that the socio-economic knowledge differences which were found in the Kirseberg Project should be seen as shortcomings in the health educational campaign rather than as a first step in a determined social process. The issue of how the explicit notions and the hidden agenda of a health promotion campaign correspond with central attitudes and values in different population groups in the target community must be carefully investigated

Using socio-economic differences in knowledge and attitudes to shape community alcohol programmes: experiences from the Kirseberg Project