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Playing the Game on the World Wide Web
Author(s) -
Rhodes Linden,
Duignan Fiona,
Harris Wendy
Publication year - 2006
Publication title -
health promotion journal of australia
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.515
H-Index - 32
eISSN - 2201-1617
pISSN - 1036-1073
DOI - 10.1071/he06027
Subject(s) - harm , public relations , internet privacy , advertising , world wide web , sociology , political science , computer science , business , law
Issue addressed ‘Celebrate – do it Safely’ is a project aimed at reducing youth alcohol‐related harm on the Central Coast, New South Wales (NSW). The primary focus for 2003 was to use the world wide web and the website www.celebratesafely.com.au to raise awareness and reinforce the message of how to party safely to young people. Methods A creative, interactive website was set up to be a local and reliable source of information regarding the risks associated with alcohol misuse. It was supported by a steering committee with diverse representation from key organisations. Content pages and links were developed to ensure access to information and contact details were simple and comprehensive. Topics such as a safe party checklist, safe driving, safe sex and protection from violence were included. Games and competitions emphasised the safe party message with clever actions and graphics created within a virtual party environment. The website was promoted by distribution of postcards throughout the school network. Radio campaigning, plus display of posters and banners throughout the area, raised the profile in the wider community. Key rings were given to young people along with free ‘mocktails’ to reinforce the message of safe partying. Results There has been an increase in website hits from 758 in 2002 to more than 65,000 in 2003. Written feedback from young people suggests the content and format is well designed for the target group. Conclusions Promoting the message of safe celebration on the world wide web is an effective way of raising awareness in a local community about safe partying. So what? This project illustrates effectiveness of the combined efforts of local agencies working together towards a common aim, and that the cyberspace environment is effective for provision of information if it is accurate, reliable and presented in a user‐friendly way.