Prepared by
Caroline Qureshi
Ben Skillman
Heather Terral
RMC Research Corporation
Portland, OR
Submitted to
Steven Fiala, Evaluation Lead
Victoria Buelow, Lead Research Analyst
Oregon Health Authority
Public Health Division Health Promotion
and Chronic Disease Prevention
RETHINK THE DRINK
April 2023
First Campaign Evaluation Findings
Preferred Citation
Qureshi, C., Skillman, B., Terral, H., (2022). Rethink the Drink campaign evaluation findings. RMC Research Corporation.
RMC Research Corporation | Portland, OR ii
CONTENTS
Exhibits iii
Introduction..................................................................................................................... 1
Summary of Findings ...................................................................................................... 3
Survey Findings ............................................................................................................... 5
Overall Sample Description ............................................................................................................................................... 6
Postcampaign Exposed Sample Description ............................................................................................................ 7
Campaign Messaging ........................................................................................................................................................... 8
Salience of Campaign Messaging ................................................................................................................................ 10
Campaign Message Interpretation ............................................................................................................................... 12
Definition of Alcohol Use ................................................................................................................................................... 13
Pre-Post Short-Term Outcomes .....................................................................................................................................15
Pre-Post Long-Term Outcomes ..................................................................................................................................... 22
Focus Group Findings .................................................................................................... 24
Alcohol Use and Perceptions .......................................................................................................................................... 26
Campaign Recall and Impressions ............................................................................................................................... 31
Key Informant Interview Findings ................................................................................ 36
Appendix A Evaluation Methodology and design ......................................................... 45
Appendix B Precampaign Survey Findings ................................................................... 62
Appendix C Postcampaign Survey Findings ................................................................. 78
RMC Research Corporation | Portland, OR iii
EXHIBITS
Exhibit 1 First Rethink the Drink Campaign Outcomes ........................................................................................ 3
Exhibit 2 Precampaign and Postcampaign Exposed Sample Demographics ........................................... 6
Exhibit 3 Postcampaign Exposed Sample Demographics ................................................................................... 7
Exhibit 4 Exposure to Campaign Messaging ............................................................................................................. 8
Exhibit 5 Frequency of Exposure to Campaign Messaging ................................................................................ 9
Exhibit 6 Visited Campaign Website or Social Media Page .............................................................................. 9
Exhibit 7 Salience of Campaign Messaging ............................................................................................................ 10
Exhibit 8 Salience of Campaign Messaging for Excessive and Non-Excessive Drinkers ................... 11
Exhibit 9 Excessive Alcohol Use Among Precampaign and Postcampaign Exposed Sample .......... 13
Exhibit 10 Problems With Alcohol Use Among Pre- and Postcampaign Exposed Sample.................. 14
Exhibit 11 Defining Heavy and Binge Drinking ..........................................................................................................15
Exhibit 12 Accuracy of Identifying Own Drinking Behavior ................................................................................ 16
Exhibit 13 Accuracy of Identifying Own Drinking Behavior for Excessive and Non-Excessive
Drinkers ................................................................................................................................................................... 17
Exhibit 14 Thought About Own Alcohol Use ............................................................................................................... 18
Exhibit 15 Understanding Negative Health Effects of Excessive Alcohol Use ........................................... 19
Exhibit 16 Intention to Maintain or Decrease Current Alcohol Use............................................................... 20
Exhibit 17 Conversations About Alcohol Use .............................................................................................................. 21
Exhibit 18 Awareness of the Prevalence of Alcohol Use ...................................................................................... 22
Exhibit 19 Addressing Excessive Alcohol Use at the Community Level ....................................................... 23
Exhibit 20 Focus Group Recruitment ............................................................................................................................. 25
RMC Research Corporation | Portland, OR 1
INTRODUCTION
As part of a comprehensive approach to reduce
excessive alcohol use, the Oregon Health Authority
worked with partners to launch the mass-reach
communications brand Rethink the Drink (RTD) in
summer 2022. RTD is a first of its kind communications
initiative that asks people living in Oregon to consider the
role of alcohol in their own lives and communities.
Excessive alcohol use is the third leading cause of death and disease in Oregon. It can lead
to serious morbidities including high blood pressure, heart disease, certain cancers,
injuries, depression, memory loss, and Alcohol Use Disorders.
1
Altogether, excessive alcohol
use costs Oregon $4.8 billion every year in negative impacts—healthcare expenses, motor
vehicle crashes, criminal justice costs and lost productivity. In 2020, nearly 1 in 5
Oregonians reported binge drinking, the most common form of excessive alcohol use.
2
While people in Oregon of all racial and ethnic backgrounds and at all income levels drink
excessively, the harms disproportionately affect communities that experience more unjust
stressors and disadvantages due to systemic racism and discrimination. These include
Black and Indigenous communities, as well as people with lower incomes and less
education.
3
The Health Promotion and Chronic Disease Prevention (HPCDP) section of the Oregon Health
Authority (OHA) worked with partners and a media firm, Coates Kokes, to create a new, long-term
communications brand to address this issue. Over time, Rethink the Drink (RTD), aims to change the
conversation about excessive alcohol use and how it harms communities in Oregon. From January
to October 2021, OHA convened the REAL Task Force (Reducing Excessive Alcohol Leadership), a
1
Centers for Disease Control and Prevention (2020, September 21).
2
2021 Oregon Adult Behavioral Risk Survey.
3
Global status report on alcohol and health 2018. Geneva: World Health Organization; 2018.
RMC Research Corporation | Portland, OR 2
group of strategic partners that included OHA, county, Tribal and nonprofit organizations, and other
state entities. The REAL Task Force co-developed the brand and its creative foundations. OHA
continues to partner with these organizations and bring in new partners to implement and guide
brand strategy. The first RTD paid media campaign launched summer 2022.
RTD’s long-term communications infrastructure is nested in a statewide comprehensive approach to
prevent excessive alcohol use across the lifespan. This approach includes data, mass-reach
communications, health systems, and state and local policy and programmatic work. OHA
acknowledges that communication campaigns alone are not effective in solving complex health
issues such as excessive alcohol use. Still, deliberate communications with the public are an
essential part of a comprehensive approach to address this issue. RTD’s role is to shift social norms
and conversations, over time, and help create opportunities for sustainable change. This
evidence-based messaging strategy will work in tandem with programmatic and policy work across
Oregon to achieve long-term gains for both individuals and communities.
RMC Research conducted a mixed methods evaluation of the first Rethink the Drink mass-reach
campaign to understand if the campaign had the intended effect with the audience and to gather
in-depth information about perceptions, successes and challenges. Evaluation activities were
completed with an Evaluation Work Group composed of OHA staff, contractors, and partners. For the
duration of the evaluation, the Evaluation Work Group met periodically to collaborate on the logic
model, finalize data collection methods, develop data collection instruments, and review findings.
Evaluation activities included pre- and postcampaign surveys along with focus groups and key
informant interviews. The evaluation assessed the extent to which the first campaign addressed the
short-term outcomes and also served to collect baseline data for long-term outcomes which the
team did not expect to see shifts in after just one campaign launch (see Exhibit 1). The mixed
method evaluation includes several designs:
RMC Research assessed cross-sectional changes from precampaign survey data before
the campaign launched in April 2022 to postcampaign survey data collected after the
campaign ended in September 2022. Additionally, the postcampaign survey collected data
on the respondents’ recall and awareness of the campaign messaging and the salience of
the campaign messaging.
To gain a deeper contextual understanding of the survey findings and a more robust picture
of how the campaign has affected Oregonians, RMC Research conducted focus groups with
Oregonians who recalled campaign messaging and key informant interviews with those
who work in alcohol prevention after the campaign ended (winter 2023).
The evaluation questions mapped to the desired short- and long-term campaign outcomes, the
evaluation logic model, a description of the analysis methodology, and the campaign survey analytic
codebook can be found in Appendix A
.
RMC Research Corporation | Portland, OR 3
SUMMARY OF FINDINGS
Campaign evaluation findings were positive overall. The campaign made the most difference in
terms of eliciting conversations about alcohol, eliciting self-reflection around alcohol use, and
increasing intentions to decrease alcohol consumption among those who excessively drink.
Additionally, those who saw the campaign were more aware of the presence of alcohol in their
environment and how that presence can be problematic and are more supportive of community-
level strategies to address excessive alcohol use. Detailed survey findings by evaluation question
and outcome are presented in this report and its appendices.
Exhibit 1 First Rethink the Drink Campaign Outcomes
SHORT-TERM OUTCOMES
individual
Increase:
Conversations about alcohol use
Self-reflection around alcohol use
Intention to decrease drinking for those who drink excessively
Knowledge of how excessive alcohol use is defined
Knowledge of the negative health effects of excessive alcohol use
Were there increased conversations about alcohol use after the campaign?
Yes—People who saw the campaign are having more conversations about their own alcohol
use, their friends’ and family’s alcohol use, and what excessive alcohol use.
Was there increased self-reflection about alcohol use after the campaign?
Yes—People who saw the campaign are thinking more about their alcohol use than those who
did not see the campaign.
Are excessive drinkers intending to drink less after the campaign?
Yes—People who saw the campaign are more likely to plan on decreasing alcohol use than
those who did not see the campaign. Additionally, excessive drinkers are also more likely to plan on
decreasing alcohol use than non-excessive drinkers.
Are people more knowledgeable about how excessive alcohol use is defined?
Only 16% to 18% of excessive drinkers accurately identified themselves in terms of both
heavy drinking and binge drinking at pre- and postcampaign compared to 97% of non-excessive
drinkers.
Just over a third of survey respondents understand how heavy drinking is defined, while half
understand what binge drinking is.
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Are people more knowledgeable of the negative health effects of excessive alcohol use?
There was little change between those who saw the campaign and those who did not see the
campaign in knowledge of negative health effects of excessive alcohol use.
LONG-TERM OUTCOMES
community
Increase:
Awareness of prevalence of alcohol in communities
Awareness of how prevalence can be problematic
Support for community-level strategies
Were there positive shifts in long-term goals after the campaign?
Yes—People in Oregon who saw the campaign are more aware of the presence of alcohol in
their environment and how that presence can be problematic than those who did not see the
campaign.
Yes—More people in Oregon who saw the campaign support community-level strategies to
address excessive alcohol use than those who did not see the campaign.
SURVEY FINDINGS
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Overall Sample Description
Exhibit 2 Precampaign and Postcampaign Exposed Sample Demographics
The 1,199 precampaign and 1,393 postcampaign
respondents were similar in terms of gender, age, region, or
race/ethnicity.
Precampaign n = 1,197–1,199. Postcampaign n = 1,387-1,393
29%
29%
17%
16%
13%
14%
18%
21%
18%
16%
4%
5%
21–24
35–44
55–64
25–34
45–54
65+ years
58%
58%
41%
42%
Female
Male
NB 1%
47%
45%
53%
58%
% Portland-Metro Area
91%
94%
9%
6%
% Non-Hispanic/Latinx
Postcampaign
Precampaign
Precampaign
Postcampaign
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
RMC Research
conducted a mixed
methods evaluation of
the first Rethink the
Drink campaign, which
includes pre- and
postcampaign surveys.
The precampaign
survey was
administered in March
and April 2022. The
postcampaign survey
was administered in
September 2022. (see
Appendix A for
detailed methods).
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Postcampaign Exposed
Sample Description
Exhibit 3 Postcampaign Exposed Sample Demographics
Five-hundred postcampaign survey respondents (36%)
reported awareness of Rethink the Drink campaign
messaging. Among those exposed to messaging, the most
common age group was 65+ and the majority identified as
female and White.
1%
2%
1%
6%
0%
85%
1%
4%
American Indian/Alaska Native
Asian/Asian American
Black/African American
Hispanic/Latinx
Pacific Islander/Native Hawaiian
White
Other
Multiracial
Post Exposed
54%
46%
FemaleMale
Nonbinary 1%
30%
17%
14%
21%
14%
6%
21–24
35–44
55–64
25–34
45–54
65+ years
58%
Rest of the state
42%
Portland Metro Area
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Postcampaign respondents
were asked if they recalled
seeing or hearing the
Rethink the Drink campaign
logo or any advertisements
in the past 3 months (since
June 2022). 36% of
postcampaign survey
respondents indicated they
recalled campaign
messaging between June
and August 2022.
Post Exposed
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Campaign Messaging
Exhibit 4 Exposure to Campaign Messaging
Among postcampaign exposed respondents, 67% reported
seeing one of the three English videos and 48% heard ads on
the radio. Only 26% recalled seeing digital campaign ads.
67%
62%
48%
40%
38%
33%
26%
Saw at least one of
the three videos
Recalled the RTD logo
Hear/seen radio ads
video ad about
excessive use
video ad about binge
drinking
video ads about
negative effect of
alcohol
Digital ads
RECALLED SEEING OR HEARING CAMPAING MESSAGING
Video ads about
excessive alcohol use
Video ads about
binge drinking
Video ads about
alcohol's neg. effects
Overall n = 500
Radio ads for
Rethink the Drink
Digital ads for
Retink the Drink
The Rethink the
Drink Logo
Post Exposed
Any of the three video
ads
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were presented
with these taglines for each
video ad:
“How many drinks do you
have in a week?”
“Binge Drinking, you might
think is mostly this guy. But
it could also be this guy. Or
her. A lot of us actually.”
“Everywhere we turn, we’re
told alcohol can help us get
through the hard times. But
what if it makes things
worse?”
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Exhibit 5 Frequency of Exposure to Campaign Messaging
Most exposed respondents reported hearing or seeing
campaign messages infrequently, but 25% saw or heard the
messages at least once per week during the past 3 months.
Exhibit 6
Visited Campaign Website or Social Media Page
Only 4% of exposed respondents visited the Rethink the
Drink website or Facebook/Instagram page. However, nearly
every respondent who visited the social media pages was an
excessive drinker.
15% 37% 23% 18%
7%
DURING THE PAST 3 MONTHS HOW OFTEN DID YOU
SEE OR HEAR THE RETHINK THE DRINK MESSAGES?
Overall n =
499
Multiple
per week
Once or Twice WeeklyNever Every Few Weeks
Post Exposed
6%
11%
2%
0%
4%
4%
Website
FB/Insta
Non–Excessive Drinkers
Excessive Drinkers
VISITED RETHINK
THE DRINK SOCIAL MEDIA
Overall
Website
Facebook or
Instagram Page
Overall n = 499
Excessive Drinker n = 171
Non-Excessive Drinker n = 221
Post Exposed
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Salience of Campaign Messaging
Exhibit 7 Salience of Campaign Messaging
Over 60% of respondents exposed to Rethink the Drink
messaging agreed it got their attention (62%) and was
believable (67%), and 50% agreed the campaign got them to
think about others’ alcohol use. However, only 23% agree the
campaign changed their perspective about alcohol use.
2%
4%
4%
11%
5%
7%
3%
7%
11%
17%
18%
23%
28%
28%
35%
32%
43%
47%
47%
46%
37%
32%
27%
18%
20%
16%
13%
9%
7%
5%
Strongly Disagree | Disagree| Neither Agree | Strongly Agree
THE RETHINK THE DRINK CAMPAIGN . . .
Got My Attention
Was Believable
Taught Me Something New
Made Me Think About My Alcohol Use
Changed My Perspective About Alcohol Use
Overall n = 499
Made Me Think About Others' Alcohol Use
Post Exposed
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents that were
exposed to exposed to
campaign messaging were
asked how much they
agreed with each statement
about the Rethink the Drink
campaign.
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Exhibit 8 Salience of Campaign Messaging for Excessive and Non-Excessive Drinkers
Significantly more excessive drinkers reported the Rethink
the Drink campaign made them think about their alcohol use
(55%) and changed their perspective about alcohol use
(33%) than non-excessive drinkers (39% and 16%).
2%
3%
2%
5%
4%
5%
3%
10%
4%
5%
4%
6%
9%
6%
11%
10%
14%
19%
20%
18%
23%
24%
30%
28%
25%
31%
32%
37%
28%
33%
38%
50%
41%
54%
48%
46%
46%
43%
37%
38%
43%
33%
27%
24%
22%
14%
16%
21%
18%
15%
16%
11%
12%
6%
11%
4%
11%
2%
Agree | Strongly Agree
THE RETHINK THE DRINK CAMPAIGN
Overall n = 392
Excessive Drinker n = 171
Non-Excessive Drinker n = 221
Strongly Disagree | |Disagree| Neither
Got My Attention
Was Believable
Taught Me Something New
Made Me Think About My Alcohol Use
Made Me Think About Others' Alcohol Use
Changed My Perspective About Alcohol Use
Non
-Excessive Drinkers
Excessive Drinkers
Significant
Significant
Post Exposed
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Campaign Message Interpretation
“What do you think the Rethink the Drink campaign
is trying to say about alcohol?”
Warn About Consequences of Alcohol Consumption
168 respondents interpreted the Rethink the Drink
campaign as a warning about the dangers of alcohol.
Respondents reported the campaign was meant to warn
about how alcohol is bad for one’s health and for the
community. Some respondents felt the campaign was
trying to highlight that alcohol is not a good coping
mechanism.
37%
Be Mindful of Your Drinking
142 respondents reported the campaign’s message was
to be mindful of their own drinking. Encouraging
respondents to be aware of how much, how often, and
why they are drinking.
32%
Don’t Excessively Drink
86 respondents reported the Rethink the Drink
campaign was only telling them not to drink excessively
and to drink in moderation.
19%
Educate the Public Around Excessive Drinking
81 respondents reported the campaign was meant to
educate the public about alcohol and bring awareness to
how common excessive drinking is. Respondents might
be underestimating how much they are actually drinking
and the effects of alcohol use. Some respondents felt
the campaign was trying to dispel the stereotype of an
alcoholic.
18%
Reduce my Alcohol Consumption
44 respondents stated the campaign was only
encouraging Oregonians to reduce their current alcohol
use.
10%
Stop Drinking and Abstain from Drinking
Only 27 respondents interpreted the campaign to be
advocating for total abstinence from drinking.
6%
Less prominent themes included (a) bringing attention to the prevalence of
alcohol in the community (n = 13), (b) rethinking our cultural perceptions of
alcohol and generating discussion (n = 12), (c) think about how those
around us are drinking (n = 5).
Note. Total N = 450.
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Definition of Alcohol Use
EXCESSIVE DRINKER
Engaging in heavy drinking and/or
binge drinking in the past 30 days.
NON-EXCESSIVE DRINKER
Drinking less than 8 (female) or
14 (male) drinks per week and
did not engage in binge drinking
in the past 30 days.
ABSTAINER
Not drinking at all in the past year.
HEAVY DRINKING
Drinking 8+ (female) or
15+ (male or nonbinary)
drinks per week in the past 30 days.
BINGE DRINKING
Drinking 4+ (female) or
5+ (male or nonbinary) drinks
on one occasion in the past 30 days.
Exhibit 9
Excessive Alcohol Use Among Precampaign and Postcampaign Exposed Sample
Respondents most commonly reported non-excessive
drinking behavior. Significantly more postcampaign exposed
respondents and postcampaign overall respondents reported
excessive drinking behavior than precampaign respondents.
27%
34%
52%
44%
22%
22%
Precampaign
Post Exposed
Precampaign n = 1,199
Postcampaign Exposed n = 500
Excessive Drinkers
Non–Excessive Drinkers
Abstainers
Precampaign
Post Exposed
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked a
series of questions about
their frequency of alcohol
use and were categorized as
excessive drinkers,
non-excessive drinkers, or
abstainers.
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Exhibit 10 Problems With Alcohol Use Among Pre- and Postcampaign Exposed Sample
Though most respondents reported never having problems
with alcohol use, significantly more postcampaign-exposed
respondents reported ever having problems with alcohol use
than precampaign respondents.
4%
5%
23%
29%
74%
66%
Precampaign
Post Exposed
Precampaign n = 1,198
Post Exposed n = 499
Yes, currently
Yes, in the past
Never
PROBLEMS WITH ALCOHOL USE
Precampaign
Post Exposed
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Additionally, respondents
were asked if they believed
they have ever had a
problem with their own
alcohol use. Respondents
that chose Yes, currently, or
Yes, in the past, were
categorized as having
problems at some point with
alcohol use. Respondents
who chose no were
categorized as never having
problems with alcohol use.
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Pre-Post Short-Term Outcomes
Exhibit 11 Defining Heavy and Binge Drinking
Significantly more respondents exposed to campaign
messaging understood how heavy drinking is defined
compared to precampaign respondents. Overall, a third of
survey respondents understood how heavy drinking is
defined and half understood how binge drinking is defined.
36%
49%
33%
49%
Heavy Drinking
Binge Drinking
Pre
Post 2
Overall n = 1,313
Precampaign n = 927
Postcampaign Exposed n = 386
Significant
UNDERSTOOD DEFINITION
Post Exposed
EVALUATION QUESTION
HOW MUCH DO
OREGONIANS KNOW
ABOUT EXCESSIVE
ALCOHOL USE?
SHORT-TERM OUTCOME
Increased knowledge of
how excessive alcohol use
is defined.
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were given
four scenarios and asked if
each constituted excessive
drinking. Scenarios included
heavy drinking and binge
drinking in men and women.
Respondents were
categorized as accurate at
identifying heavy drinking
and/or binge drinking if
they answered each item
correctly.
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Exhibit 12 Accuracy of Identifying Own Drinking Behavior
The pre- and postcampaign exposed respondents showed
similar accuracy classifying their own alcohol use and binge
drinking. About two-thirds of exposed respondents accurately
classified their own alcohol use and binge drinking frequency.
84%
72%
63%
89%
77%
69%
Being a Heavy Drinker
or Not
Being a Binge Drinker
or Not
Heavy and Binge
Drinking Behaviors
Precampaign
Overall n = 1,316–1,318
Precampaign n = 929–930
Postcampaign Exposed n = 387–388
ACCURATELY IDENTIFIED . . .
Post Exposed
Differences Between Exposed and Unexposed Postcampaign
Respondents
Those not exposed to Rethink the Drink messaging were
significantly more accurate at identifying both heavy
drinking and binge drinking in themselves (70%)
than those who were exposed to campaign messaging
(63%).
n = 1,064
SHORT-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked if
they would consider
themselves a heavy drinker
and/or a binge drinker. They
were also asked to report
how frequently they drink
and if they engaged in
binge drinking in the past
30 days. Using respondents’
self-reported drinking
behavior, they were
categorized as identifying
themselves accurately or
not.
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Exhibit 13 Accuracy of Identifying Own Drinking Behavior for Excessive and Non-Excessive Drinkers
Accuracy was similar for pre- and post-exposed excessive
drinkers when classifying their own drinking behavior.
Overall, excessive drinkers were significantly less accurate
classifying their drinking behavior than non-excessive
drinkers.
65%
39%
98%
18%
68%
99%
37%
97%
16%
97%
Excessive
Non-Excessive
Precampaign
Overall n = 1,316–1,318
Precampaign n = 929–930
Postcampaign Exposed n = 387–388
ACCURATELY IDENTIFIED . . .
Being a Heavy Drinker or Not
Being a Binge Drinker or Not
Heavy and Binge Drinking Behaviors
Significant
Significant
Significant
Post Exposed
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Exhibit 14 Thought About Own Alcohol Use
Significantly more postcampaign exposed respondents (65%)
reported thinking about their drinking in the past 3 months
than precampaign respondents (56%). Overall, more
excessive drinkers thought about their alcohol use than non-
exessive drinkers.
65%
83%
51%
56%
76%
46%
Overall
Excessive
Non-Excessive
Pre
Overall n = 1,316–1,318
Precampaign n = 929–930
Postcampaign Exposed n = 387–388
REPORTED THINKING ABOUT THEIR OWN ALCOHOL USE
Significant
Significant
Post Exposed
Differences Between Exposed and Unexposed Postcampaign
Respondents
Significantly more respondents exposed to Rethink the
Drink messaging reported thinking about their alcohol
use (54%) compared to those not exposed to campaign
messaging (45%).
n = 1,393
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were also
asked if they thought about
their own alcohol use in the
past 3 months to ascertain
awareness of their own
excessive alcohol use
(specifically among
excessive drinkers).
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Exhibit 15 Understanding Negative Health Effects of Excessive Alcohol Use
Understanding of negative health effects was similar between
pre- and post-exposed campaign respondents. Overall, survey
respondents were aware of the negative health effects.
Cancer as a potential outcome of excessive alcohol use was
the item respondents disagreed with the most (32%–34%).
6%
5%
4%
4%
6%
4%
3%
3%
4%
3%
7%
6%
28%
28%
11%
9%
6%
6%
25%
26%
46%
49%
42%
45%
51%
51%
41%
44%
69%
68%
43%
42%
25%
23%
35%
37%
50%
46%
Strongly Disagree | Disagree Agree | Strongly Agree
EXCESSIVE ALCOHOL CAN LEAD TO . . .
Liver Disease
Heart Disease
Cancer
High Blood Pressure
Depression
Overall n =
1,318
Precampaign n =
930
Postcampaign Exposed n =
388
Post Exposed
Precampaign
Differences Between Exposed/Unexposed Postcampaign Respondents
Significantly more respondents who were not exposed
to Rethink the Drink messaging agreed that excessive
alcohol use can lead to depression than those exposed to
messaging.
n = 1,393
EVALUATION QUESTION
SHORT-TERM OUTCOME
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Exhibit 16 Intention to Maintain or Decrease Current Alcohol Use
Overall, significantly more excessive drinkers planned to
decrease their current alcohol use while significantly more
non-excessive drinkers planned to maintain their current use.
46%
73%
45%
10%
58%
79%
39%
10%
Excessive
Non-Excessive
Precampaign
Overall n = 1,318
Excessive n = 485
Non-Excessive n = 833
Significant
IN THE NEXT MONTH INTEND TO...
DECREASE ALCOHOL USE
MAINTAIN ALCOHOL USE
Significant
Post Exposed
Differences Between Exposed & Unexposed Postcampaign Respondents
Significantly more respondents exposed to Rethink
the Drink messaging (20%) reported planning to
decrease their current alcohol use than unexposed
respondents (15%).
n = 1,390
SHORT-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked
what they would likely do in
the next month in terms of
their alcohol use: drink
more than they are drinking
now, drink less than they
are drinking now, drink the
same amount as they are
drinking now, or continue to
abstain.
RMC Research Corporation | Portland, OR 21
Exhibit 17 Conversations About Alcohol Use
Significantly more postcampaign exposed respondents
reported having conversations about their own alcohol use,
other’s alcohol use, and what excessive alcohol use is than
precampaign respondents. Across both groups, significantly
more excessive drinkers reported having these conversations
than non-excessive drinkers.
31%
39%
42%
23%
29%
23%
One's Own
Alcohol Use
Other's Alcohol Use
What Excessive
Alcohol use is
Pre
Post 2
Overall n = 1,316–1,318
Precampaign n = 929–930
Postcampaign Exposed n = 387–388
HAD CONVERSATIONS ABOUT. . .
Significant
Significant
Significant
Post Exposed
Differences Between Exposed & Unexposed Postcampaign
Respondents
Respondents who were exposed to Rethink the
Drink messaging were significantly more likely to
talk about their own alcohol use (27%), others’ alcohol use
(37%), and what excessive alcohol use is (37%) than
unexposed respondents (20%, 30%, and 24%).
n = 1,391–1,393
SHORT-TERM OUTCOME
SHORT-TERM OUTCOME
SHORT-TERM OUTCOME
RMC Research Corporation | Portland, OR 22
Pre-Post Long-Term Outcomes
Exhibit 18 Awareness of the Prevalence of Alcohol Use
Postcampaign exposed respondents agreed significantly
more that alcohol was everywhere and should have less of a
presence in communities than precampaign respondents.
4
a
Responses presented in inverse for easier interpretation. Original statement: If you
are not harming others, alcohol use is not a problem.
4
Significance testing based on means, means can be found in Appendix C.
2%
1%
1%
1%
6%
3%
4%
7%
15%
10%
4%
6%
46%
29%
19%
24%
48%
51%
46%
42%
37%
48%
54%
46%
35%
38%
48%
51%
12%
20%
23%
24%
Strongly Disagree | Disagree Agree | Strongly Agree
Alcohol use seems to be everywhere in our communities
Excessive alcohol use causes problems in communities
Alcohol should have less of a presence in our communities
Even if you are not harming others, alcohol use is a problem
a
Overall n = 1,297–1,313
Precampaign n = 916–928
Postcampaign Exposed n = 381–386
Significant
Significant
Post Exposed
Precampaign
LONG-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
The following information
was gathered as a baseline
to compare the long-term
effectiveness of future
campaigns.
RMC Research Corporation | Portland, OR 23
Exhibit 19
Addressing Excessive Alcohol Use at the Community Level
Significantly more postcampaign exposed respondents (59%)
agreed excessive alcohol use can be addressed at a
community level than did precampaign respondents (44%).
10%
4%
30%
22%
16%
15%
36%
42%
8%
17%
Strongly Disagree | Disagree| Unsure Agree | Strongly Agree
Overall n =
1,315
Precampaign n =
927
Postcampaign-Exposed n = 388
Excessive alcohol use is a problem that can be addressed
at the community level (e.g., policies, laws, regulations)
Significant
Post Exposed
Precampaign
Differences Between Exposed & Unexposed Postcampaign
Respondents
Significantly more respondents exposed to campaign
messaging believed that alcohol should have less of a
presence in the community than those who were not
exposed to campaign messaging.
n = 1,382
Differences Between Exposed and Unexposed Postcampaign
Respondents
Respondents exposed to campaign messaging agreed
significantly more that alcohol use is a problem that can
be addressed at the community level than those not
exposed to campaign messaging.
n = 1,393
FOCUS GROUP FINDINGS
RMC Research Corporation | Portland, OR 25
Focus group participants were recruited from
a subsample of respondents to the Rethink the
Drink postcampaign survey that was
administered in August 2022. The primary
target audience of the postcampaign survey
were Oregonians aged 21 or older.
In December 2022, respondents who indicated interest in future paid
research about alcohol use were contacted via email, text, or
telephone depending on their indicated preference. Recruitment
communications were attempted twice for every potential participant.
Those who were interested in participating completed a survey that
filtered them into non-/light drinking and excessive drinking groups.
RMC Research scheduled 3 focus group sessions for each drinking
frequency for a total of 6 focus groups. The focus groups lasted 60 to
90 minutes and were conducted over Zoom. A total of 21 people
participated in the focus groups and each received a $50 gift card
from RMC Research for their participation.
Exhibit 20
Focus Group Recruitment
Focus Group Recruitment
Recruitment Phase Participants
Indicated Interest in Future Research 153
Responded to Recruitment Communication 61
Accepted Focus Group Invitation 45
Excessive Drinker 19
Non-Excessive Drinker 34
Participated in Focus Group 22
Excessive Drinker 8
Non-Excessive Drinker 14
Note. Drinking status was established via screening questions asking about
frequency of alcohol use. For those who participated in a focus group, 9 were
female and 13 were male.
RMC Research Corporation | Portland, OR 26
Alcohol Use and Perceptions
Questions about the presence of alcohol in Oregonians’ environments,
conversations about alcohol use, and problems associated with
excessive drinking elicited the most responses from participants.
Although the focus group participants’ responses to these questions,
which were asked before the campaign recall and impressions
questions, did not attribute thoughts and conversations about alcohol
use to Rethink the Drink, in subsequent discussions of campaign
messaging participants did share that exposure to campaign content
sparked reflection about their intake.
5
Recent Thoughts About Frequency of Use
Most participants in the excessive group reported
recent thoughts about frequency of alcohol use, with
health and wellness being cited as reasons for those
thoughts.
Slightly more than half of focus group participants had recent
thoughts regarding their frequency of alcohol use. The most common
reasons cited for thinking about their drinking frequency were
intrinsic: that is, a desire to make conscious choices around drinking
and actively self-moderate intake. Participants’ age, wellness and
health concerns, and the occurrence of “Dry January” commonly
prompted thinking about their own drinking frequency. Witnessing
other people struggling with excessive drinking also precipitated
thoughts. Less frequently, participants reported the cost of alcohol
and managing weekly alcohol intake as reasons for thinking about
their use. No participants reported a desire to increase their intake,
and those thinking about their frequency were evenly split between
intending to maintain their intake and wanting to decrease it.
Participants who had not been thinking about their frequency of use
reported that they planned their drinking, typically only drank around
holidays or vacations, or abstained.
5
Quotations were condensed for brevity and clarity.
“I think sometimes—about
weekly—I kind of look
back on a previous week
and kind of just see how
much I drank and seeing
if it’s excessive or not or
maybe if it was, why it was
excessive.”
RMC Research Corporation | Portland, OR 27
Recent Conversations
Conversations about alcohol use tended to be focused
on concerns about others’ alcohol intake and myriad
personal problems related to their excessive drinking.
Some participants also described conversations with
loved ones about wanting to decrease their own intake.
Conversations about other people’s alcohol use were common and
more frequent than conversations about participants’ own use. These
conversations were generally elicited by happenings in their lives
rather than the Rethink the Drink campaign. Conversations with others
were most often about friends’ and family members’ excessive
drinking, including support for people who had loved ones who drank
excessively. Participants described problems associated with others’
excessive drinking, including inappropriate and risky behaviors,
alcohol-related death, DUI and incarceration, and negative impacts on
professional lives. Participants often reported observing others slowly
increase their alcohol use to problematic levels over time, and they
mentioned distancing themselves from friends and family who
overindulged.
Stress and mental health struggles were discussed with others as both
the impetus for and the result of drinking alcohol. Health care workers
described discussions related to increased alcohol-related issues
among clients, and participants mentioned weight gain caused by
alcohol intake. Many participants stated that these conversations with
others spurred self-reflection and discussions about their own alcohol
intake, which increased in many cases since the onset of the Covid-19
pandemic. These conversations often focused on cost and boundary
setting; one participant described asking others not to insist on
offering them drinks after they refused.
“I’m just amazed at
everyone’s perception of
what is normal and what
they truly think is okay,
you know, and I don’t
know, if they really care
about getting help or if
they even really know they
have a problem.”
RMC Research Corporation | Portland, OR 28
Alcohol’s Presence in the Environment
Participants shared that in Oregon alcohol is
ubiquitous at public and private events, alcohol is often
a driver of social functions, and the presence of alcohol
in their environment affects their own use.
Participants represented different regions of Oregon—coastal,
suburban-rural, Southern Oregon, Eastern Oregon, and the
Portland/metro area. Within the Portland area, the high concentration
of bars, breweries, and venues was a major theme. In Southern
Oregon, the proximity of alcohol establishments to gambling facilities
and their public visibility was brought up, in addition to a lack of
resources for people to avoid impaired driving. The presence of
alcohol in college towns was mentioned by a few participants, citing
the sale and consumption of alcohol at college sports events and
concerns about impaired driving following the events. In coastal and
suburban-rural regions, participants reported that obtaining alcohol
was slightly less convenient than other places they had lived. Grocery
stores and liquor stores were among the few locations where alcohol
could be obtained in these communities. One participant stated that a
liquor store recently opened across the street from an alcohol recovery
center in their community. They also alluded to how liquor stores
represent a conflict of interest between public health goals and
government revenue as the Oregon Liquor and Cannabis Commission
regulates the sale of spirits and receives income from the taxes.
The prevalence of advertisements for alcohol was a major theme. One
participant observed that the grocery store they worked at placed
alcohol throughout the store as opposed to in a specific location.
Advertisements for breweries on social media were mentioned, in
addition to billboards and signs. Multiple participants commented on
the link between sports and recreation and alcohol use and
advertisements. One participant described the plethora of alcohol
sponsorships at Portland’s Moda Center, noting that something as
innocuous as the kiss cam was sponsored by a major beer company.
Alcohol’s connection to social functions was another predominant
theme among the focus groups. A few participants shared that
exploring breweries and taprooms were mainstays of their social lives.
Social functions centered around both major life events, such as
“Portland, especially
. . . [downtown] where our
apartment is at there was
a bar across the street, a
bar on the corner of the
street, and a wine loft 2
blocks away and that was
just in the first 50 yards
of our apartment.
. . . Thinking about
downtown Portland and
East Side Portland you
know [alcohol] is
definitely available
everywhere.”
“I read an article, I think
it was 6 months ago, that
OLCC wanted to have an
aggressive expanse of
opening more liquor
stores statewide so that
they can increase revenue.
So really a big
disappointment, I wish
that there was some way
that this could feed back
into that and say, I think
Oregon has enough
substance abuse
problems rather than the
government fueling it for
more tax revenue, but so-
be-it, that’s my take on it.”
RMC Research Corporation | Portland, OR 29
bachelorette parties and funerals, and informal gatherings were
mentioned as occasions when alcohol is consumed, sometimes to
excess. One participant shared that their coworkers use alcohol for
building and maintaining connections after the workday is over
(e.g., Tipsy Tuesdays). Possibly due to the timing of the focus groups,
many participants brought up the prevalence and normalization of
alcohol consumption around holidays. A few participants mentioned
keeping alcohol at home, and one described regularly consuming
alcohol with dinner in the presence of their teenager in the hopes of
“demystifying” alcohol and preventing binge drinking later in their life.
Many participants stated that the presence of alcohol affects both
their use and the amount they drink. In particular, excessive drinkers
were more likely to drink more if people around them drank
excessively. Having loved ones in recovery from alcohol addiction was
also a key theme in participants’ conversations, behaviors, and
self-reflections about alcohol use. Participants described, for example,
abstaining and avoiding places and activities where alcohol would be
present.
Problems Associated With Excessive Alcohol Use
A host of issues associated with excessive alcohol use
were identified, with community-level issues eliciting
the most responses. Participants shared that safety,
homelessness, and lack of community participation
were salient problems. Individual-level problems
included family distress, physical and mental health
complications, and decreased contributions to society.
Community Level. The most common problem associated with
excessive alcohol use was impaired driving and its potential for
accidents, injuries, and death. Similarly, multiple participants cited
safety issues related to excessive drinking such as harassment by
intoxicated people on public transportation. The association of
excessive drinking with violence, including domestic violence, was
also regularly mentioned. Participants stated that decreased civic
engagement also is a problem; people participate less than they would
if they were not drinking excessively.
“There is a lot more
alcohol advertising and a
lot more opportunities to
utilize alcohol here than
in other states I’ve lived
in. I notice it when I’m
looking at an app called
Meet Up which introduces
you to other people—
there are a lot of
opportunities to go to
pubs and wineries and
that kind of stuff on that
app, ways to socialize that
usually involve alcohol.”
“There is less support for
the community when
people are excessively
drinking.”
“It’s like you can’t have a
good time without
[alcohol]; they depict
groups of fun people out
there at a sporting event
and they’re all drinking
beer . . . it’s advertised
pretty heavily.”
RMC Research Corporation | Portland, OR 30
In half of the focus groups, homelessness was associated with
excessive drinking. Some participants acknowledged that multiple
factors contribute to homelessness, and others described indicators of
excessive drinking among unhoused people in their communities
(e.g., empty bottles near campsites). The burden on the health care
system was also mentioned; one health care worker shared the
majority of their patients are low income and rely on state-subsidized
health care for their treatment and hospice care related to excessive
alcohol use.
Individual Level. When thinking about individual-level problems,
participants most often reported family problems. The strain that
excessive drinking can place on family systems was described as
“damaging” and “devastating.” Problems ranged from inappropriate
comments and behaviors to losing custody of children and divorce.
Some participants linked excessive drinking to various kinds of abuse
within families, and one participant mentioned an alcohol-related
death impacting the family of a close friend.
Participants also associated excessive drinking with physical health
complications including damage the liver, kidneys, and heart; weight
gain; and dermatologic symptoms. Psychological problems and
suicide were also mentioned, and participants described neglect of
the people and responsibilities, and diminished capacity and focus.
Addressing Excessive Alcohol Use
Both community and individual approaches were
supported by participants, and most felt that both were
needed to address the issue. Community-level
solutions that did not infringe on individual freedoms
were favored, as was expanding behavioral health
resources and equitable access to them.
Community Level.
Both the appropriateness of alcohol-related
policies and their limitations were discussed by participants. No one
felt like the current laws are too restrictive, and some participants
believed they could be enforced more effectively. A few felt like
harsher punishments for offenses such as impaired driving could
increase compliance. However, a common theme that emerged when
considering policy was individual freedom. Two focus groups
“They’re [affecting] the
people they love, whether
they know it or not, by not
keeping promises or not
being there—I think that
is the big one I think
about when I think about
alcohol use.”
“If I want to go and have
4 drinks with my friends, I
would be very displeased
if there was some law
. . . [or] policy in place that
said it’s only a 3-drink
maximum.”
RMC Research Corporation | Portland, OR 31
mentioned the failures of Prohibition and stated that individuals will
circumvent policies to do what they wish.
Two thirds of focus groups mentioned education as a viable
community-level strategy to address excessive alcohol use. Some
reflected on how their own experiences of being educated about the
effects of alcohol influenced their decisions and behaviors. A
preventive approach, particularly one that is implemented in health
classes before young people are drinking, was supported. One
participant emphasized the importance of highlighting the research
on the effects of underage drinking on brain development.
Participants also endorsed campaigns aimed at adults, such as
Rethink the Drink. Some participants reminisced about public
education campaigns they had been exposed to when they were
younger and expressed a desire for more such campaigns.
A similar number of focus groups advocated for increased resources
for behavioral health supports including counseling, therapy, and peer
support groups. One participant mentioned by way of example a lack
of detox and rehabilitation centers for alcohol, and noted that many
people are not aware that detoxing from alcohol can be deadly.
Participants also noted the need to make resources more accessible
financially, logistically, and socially (destigmatizing)—particularly in
geographically remote and underserved locations. Some participants
wanted an alternative to the police for dealing with issues related to
excessive drinking.
Individual Level.
For participants who felt that individual-level
approaches were appropriate, the theme of intrinsic motivation was
prevalent. Many participants echoed the sentiment that people must
want something different for themselves to make meaningful change
in their lives. A few shared witnessing how ineffective court-ordered
treatment had been and that individuals had to be ready to address
their excessive alcohol use.
Campaign Recall and Impressions
Most focus group participants had limited recollection of Rethink the
Drink campaign messaging, and 2 participants said they had not
encountered the campaign at all. The Rethink the Drink brand name,
however, had very high recall across the focus groups, was regarded
positively, and was frequently referred to as “catchy.”
“You shouldn’t have to
choose between calling
the police and putting up
with excessive
behavior. . . . There
should be somebody
trained in behavioral
medicine that you can call
who will come and diffuse
the situation.”
“The other side is
prevention—preventing
[excessive alcohol use]
from happening. That’s
where I think awareness-
building [is needed] for
people not to normalize
[it]—or at least think
about, ‘Is this normal?’. I
think that can be really
effective.”
“It’s an inside job for
somebody to make a
decision if they’ve had a
problem with
something. . . . They have
to get to their bottom
before they do something
about it.”
RMC Research Corporation | Portland, OR 32
Mediums
The Rethink the Drink website had the most reach
among participants and was well received; many
reported accessing it and appreciating the content and
design. The campaign also reached people through
Facebook, television, and radio ads.
The Rethink the Drink website was the most frequent messaging
medium mentioned by participants. They described it as helpful and
informative with simple messaging. Participants reported learning
information from the website and using the drink calculator tool.
Nobody mentioned accessing any of the other resources on the site.
Participants recalled seeing Rethink the Drink content on social
media, particularly Facebook and YouTube. One participant noticed
how much conversation was being generated by the content, with
many people commenting on a post about their personal experiences
with alcohol. Participants also remembered seeing commercials on
television and streaming services including CNN, Pluto TV, and local
stations. The ads were described as effective, interesting, and
impactful. The only commercial that was specifically recalled was the
“Cheers” ad (which was currently running at the time of the focus
group). Radio ads were also noted; participants believed they heard
them on local NPR stations. At least 3 participants also reported
seeing billboards for Rethink the Drink.
Content Learned
Participants were most impacted by the information
defining binge and heavy drinking. They also reported
that alcohol as a leading cause of preventable deaths
for Oregonians was new information that stayed with
them. Information about the effect of alcohol on health
was typically described as familiar.
In most focus groups, participants were surprised that the definition
of binge and heavy drinking was a lower number of drinks per night
and especially a lower number of drinks per week than they previously
thought. Many were struck by the reality of alcohol use as a leading
“The visuals were
definitely—I don’t want to
say appealing, but they
definitely drew me in. I
wanted to read the
information—it wasn’t just
black and white text, they
made it a little
approachable and a little
more visually appealing so
that you’d want to go and
read it and check it
out. . . . That’s really the
only thing that drew me in
personally.”
“The tv commercials I’ve
seen . . . [that] stuck with
me are the ones where
people were saying how
many drinks is too many
per week. Those numbers
were interesting. . . . It
probably caused a lot of
people to think, ‘Wow, I
didn’t think it would be
that few drinks per week
that could create a
problem.’”
RMC Research Corporation | Portland, OR 33
cause of preventable deaths in Oregon. A few noted the gravity of that
statement given the high rates of death caused by other drugs,
including opiates. A few participants described the health information
as a good reminder. Only 2 people exposed to the campaign reported
not learning anything from Rethink the Drink content.
Impressions, Feedback, and Postexposure Shifts
Participants regarded the campaign positively,
describing it as informative, relatable, and supportive
of individuals making their own choices. Participants
frequently mentioned thinking more about their alcohol
intake after exposure to the campaign, and some
described changes in behavior.
The most common impression of the campaign was its effectiveness
at prompting participants reflect on their own and others’ alcohol use.
Two thirds of focus group participants commented that the campaign
empowers people with information to make their own choices about
alcohol intake. They appreciated that the campaign did not focus on
abstinence only and did not use scare or shock tactics. Many
participants described the content as relatable, helpful, and
informative. Some stated that it helped put excessive drinking into
perspective by providing a neutral measure of what binge drinking is.
At least one participant mentioned using the campaign information
for self-moderation. Participants often said that although they were
already aware of some of the information, they learned new details.
All focus groups except one reported thinking more about their
alcohol intake after being exposed to Rethink the Drink, and half
reported behavioral changes, such as setting a goal related to their
alcohol intake. One participant decided to store alcoholic drinks in the
garage instead of the refrigerator to help moderate their intake after
campaign exposure.
A couple of participants mentioned that Rethink the Drink helped
spark conversations with the people in their lives. Being able to share
the information with family members supported their families’ role in
helping them to regulate their drinking and move toward next steps.
One participant expressed optimism that they will be healthier
because of the campaign.
“Seeing the advertisement
forced me to realize
maybe I was putting
myself at risk without
even knowing it because
maybe I hit those
numbers on a weekly
basis during a few weeks.”
“It’s made me realize that
I should really think in
the moment about 1 or 2
[drinks] an evening versus
3 or 4, and that I can have
just as much fun or
maybe more fun with 1 or
2 drinks and still enjoy
having a good glass of
wine with dinner or
whatever but I don’t have
to finish the
bottle . . . that that
actually may not be a
good thing.”
RMC Research Corporation | Portland, OR 34
Future Campaign Recommendations
Participants’ suggestions for future campaigns include
increasing dissemination physically and digitally, taking
a health education approach, increasing inclusivity, and
including personal stories in campaign messaging.
Increase Campaign Reach
Half of the focus groups suggested increasing the reach of the
campaign in locations such as health care settings, bars, and
billboards. Some believed that people would be more receptive to the
campaign in health care offices given the nature of that environment.
Participants also endorsed campaign presence at sporting and
community events. They suggested ads in print media
(e.g., magazines, newspapers) and social media, particularly to reach
younger people. Placing Rethink the Drink content on other websites,
including alcohol-related websites was also mentioned.
Emphasize Health and Education
Focus group participants suggested that future Rethink the Drink
campaigns emphasize the health effects of moderate, long-term
alcohol use. Many focused on education as a preventive strategy for
reducing excessive drinking. Some speculated that labeling alcohol as
a toxin and a drug could help the public better understand the harm
that excessive drinking can cause. Participants also expressed a
desire for more scientific information related to alcohol use presented
in a “factual way—not a scary way.” Participants emphasized the
importance of highlighting the physical and social damage that
excessive alcohol use can have.
Increase Inclusivity
One focus group was uncomfortable with the gendered guidelines for
alcohol intake. They mentioned the diversity in body sizes across
genders and the relevance of body size for alcohol intoxication. Some
commented that although Oregon is generally progressive on gender
issues, the use of the gender binary in the campaign seemed
“Oregon is pretty
progressive with our
gender alignment [sic]
and stuff like that for
people who maybe don’t
identify as male or female,
so if you focus the
conversation [on the] size
of the individual and take
away the male/female
component,
you’re . . . including
people who don’t
necessarily identify in that
binary structure.”
“Hit them with a Snapchat
filter. Put it on and you
see a picture and you’re
smiling and glossy and
Rethink the Drink comes
right there on the frame.
. . . Everybody is on
Instagram or whatever
scrolling, scrolling,
scrolling and . . . they’ll
see Rethink the Drink on
their device and then
learn more.”
RMC Research Corporation | Portland, OR 35
retrograde. Another participant mentioned the importance of
including people from different age groups in advertisements.
Other Recommendations
Some participants believed that including personal testimonials
related to excessive alcohol use would increase the impact of the
campaign by increasing the emotional appeal. A few participants
mentioned normalizing nonalcoholic drinks, including mocktails, which
were described as more common in the Portland area. A few
participants suggested implementing more strategies to increase
self-awareness and personal responsibility, and others recommended
emphasizing practical issues such as the cost of alcohol. One
suggestion involved using bottles in recycling bins to help people put
their alcohol intake into perspective.
“Personal stories . . . seem
to resonate a little better
for me than statistics.”
“If there was a way to
have a conversation or
campaign or whatever
that is more focused on
our own . . . behaviors—
[and] self-awareness then
you start preventive work
before . . . ‘Well now think
about your behavior with
alcohol.’”
KEY INFORMANT
INTERVIEW FINDINGS
RMC Research Corporation | Portland, OR 37
Key informant interview participants were
recruited by RMC Research and OHA based on
their work in alcohol prevention and involvement
with the Rethink the Drink brand creation and/or
usage of the campaign tools and resources. A
total of 10 interviews were conducted over Zoom
and lasted 30 to 60 minutes. Participants
received a $50 gift card for their participation.
Overall, most interviewees were aware of and utilized some
aspect of Rethink the Drink content. Organizations included state
and county government, community coalitions, nonprofit and
not-for-profit organizations, professional associations, and opioid
dependence treatment. Although most organizations did not have a
direct focus on excessive alcohol prevention, they recognized its
importance to community health and wellness. Perceptions were
mostly positive, and issues and needs related to prevention were
largely systemic/structural in nature. These findings shared a few
similarities with those from the focus groups: (a) Rethink the Drink
sparked conversations on social media, (b) a perceived
government conflict of interest between OHA and the OLCC, (c) the
website is visually appealing and the content is accessible,
(d) college and sports culture impact drinking norms in the state,
and (e) body size is more relevant than gender with respect to
thresholds for excessive and binge drinking levels.
6
6
Quotations were condensed for brevity and clarity.
RMC Research Corporation | Portland, OR 38
Awareness and Usage
A variety of organizations across Oregon were
represented in the interviews and most interviewees
were aware of the Rethink the Drink campaign, with the
website being the most frequently used resource.
Overall perceptions of materials were positive.
9 of the 10 interviewees were aware of the Rethink
the Drink campaign, and 2 were involved in
campaign development.
Interviewees reported having direct communications with OHA such
as participating in informational meetings and webinars (2 interviewees),
receiving monthly communications emails (3), and/or receiving technical
assistance from OHA (1).
Interviewees reported having environmental encounters with the
campaign including advertisements on local television and radio stations
(3), county billboards (1), social media (1), and the Governor’s Advisory
Committee on DUII (1).
8 of the 10 interviewees reported using some
aspect of the Rethink the Drink materials.
Website
Interviewees noted the resources page (4),
definitions of heavy and binge drinking (2), and the
FAQ (1) were the most helpful. Two interviewees
linked to the website on their organization’s page or
newsletter.
Toolkit
Three interviewees shared customized content from
the toolkit to their organization’s social media. One
interviewee used the content to run an
advertisement in an online student newspaper.
Drink calculator
Two interviewees mentioned exploring the CDC
drinking calculator for themselves.
“I was trying to figure out
what the thresholds were
for problem drinking for a
community conversation
that we were having and
[Rethink the Drink was]
the web page that came
up and . . . it was so
straightforward and
helpful..”
RMC Research Corporation | Portland, OR 39
Videos
One interviewee used the videos as part of their
local Rethink the Drink campaign.
Reasons for lack of use
Three interviewees did not use campaign resources
due to their organizations’ focus not being alcohol
use prevention.
Individual interviewees’ reasons for not using
Rethink the Drink resources included:
Their organization lacked the capacity to fully
use the resources.
Their local campaign was in initial stages and
had not had a chance to use the videos.
7 interviewees expressed positive perceptions of
the campaign and 1 described a tangible success.
Overall, the campaign website and resources were described as helpful by
those who accessed them. One interviewee described the website as
visually accessible—the infographics and lack of large blocks of texts
were specifically noted. Three interviewees appreciated the Spanish
language version of the materials. One described the campaign as
culturally specific, and another appreciated the seasonally appropriate
content. The branding and framing of the campaign were also noted as
successes (3) with harm reduction, relatability, and nonjudgmental
language specifically cited.
Interviewees believed the campaign did a good job raising awareness
about excessive drinking (4), increasing reflection (2), encouraging
public self-determination (2), and changing perceptions of alcohol (1).
One interviewee who had worked in alcohol-related positions for a long
time was surprised to learn new information from Rethink the Drink.
Two interviewees mentioned noticing general positive responses to
the campaign on social media including conversations online. One
interviewee shared a tangible success: their organization hosted an
intergenerational event discussing alcohol use with the information
provided by Rethink the Drink.
“For a lot of OHA
communications we have
to take the time and
translate in house
because they are not
always available in
[Spanish] so it was really
great that the website
itself has this Spanish
language information
section”
RMC Research Corporation | Portland, OR 40
Challenges
A lack of access to resources, services, and treatment was
a common barrier to prevention work, in addition to social
determinants of health and health disparities. Rethink the
Drink could support organizations to address those
challenges by increasing collaboration, cultural
responsiveness, dissemination, and accessibility.
4 interviewees described challenges related
to the campaign and implementation
Three interviewees thought the ongoing Covid-19 pandemic would
make campaign dissemination more challenging, due in part to
competing public health messaging (2) and low public opinion of OHA’s
pandemic response (1).
Two interviewees thought the campaign name could be
misinterpreted to be abstinence only.
One interviewee thought the campaign might not resonate across the
state, citing East–West differences.
One interviewee stated that planning the campaign was challenging,
and stated that sharing campaign content on Instagram was an
inefficient process compared to other social media.
8 interviewees cited challenges related
to prevention work
The most frequently cited challenge to prevention work was a lack of
access to healthcare and treatment (3).
Two interviewees brought up social determinants of health, including
marginalization, the availability of affordable housing, immigration status,
economic status, and locale.
Two interviewees discussed the normalization of alcohol use,
particularly in college culture.
The following challenges were reported by individual interviewees:
In-state differences, such as disparities in resources between
northern and southern Oregon, and cultural challenges affecting
marginalized communities, such as White supremacy.
“I’m not sure how much
an Oregonwide campaign
resonates with people in
Eastern Oregon, or even if
it’s something they hear
from the west side of the
state how much it
resonates with them.
There is definitely an
East-West divide and I
think a lot of people
automatically just say, 'Oh,
those people
on the other
side of the state.’”
"When we’re dealing with
alcohol prevention or
substance misuse in
general, really what we’re
trying to do is focus on
the social determinants of
health and figure out
what is causing them to
use those substances to
begin with and work on
improving those
conditions for people."
RMC Research Corporation | Portland, OR 41
Language barriers for Indigenous immigrant communities
(e.g., Mam speakers, 1 interviewee); disproportionately high rates of
DUIIs issued to Spanish speakers, (1)
A government conflict of interest between OHA’s alcohol
prevention efforts and the OLCC, which generates tax revenue from
alcohol sales
Difficulty engaging meaningfully with communities and
motivating the public to make better decisions about alcohol
2 interviewees described how campaign content
mitigated prevention challenges
One interviewee reported that the website helps
people interested in treatment take the first
step, and another believed the campaign tried to
increase determination not to drive impaired.
All 10 interviewees shared ways to better support
prevention efforts, with 4 major themes emerging:
cultural responsiveness, dissemination,
collaboration, and accessibility.
4 interviewees expressed a need for more
culturally responsive behavioral health materials
and activities
Suggestions included:
Culturally relevant campaign content including
flyers for Native American (1) and Russian (1)
communities and tailored content for trans and
gender nonconforming people (1)
In-person communications for communities who
do not use written language (1)
Antiracist resources (1)
“Really focusing on
language access and
culturally responsive
service provision across
the state and building up
that type of work.”
RMC Research Corporation | Portland, OR 42
5 interviewees suggested increasing campaign
dissemination
Individual suggestions included:
Post campaign content where alcohol is
consumed, such as bars and college sports
events and stadiums
Post flyers in treatment centers and health care
offices.
Inform more organizations, such as treatment
providers, about the campaign
Utilize additional forms of media for the
campaign, including newspaper, SMS, and a
phone app
Invest additional resources in local
organizations implementing the campaign
3 interviewees stated that the campaign should
continue collaborating with a variety of community
partners and public health organizations
Examples of collaboration include actively soliciting
and including community voice in the campaign and
working with trusted community members such as
health care providers to disseminate the campaign.
3 interviewees reported a need for increased
access to behavioral health and recovery
treatment,
services, and resources
Individual suggestions included:
Provide access to treatment liaisons
Scale up local treatment providers
Acknowledge barriers to treatment
Integrate with mental health resources, such as crisis lines
Increase staffing resources for local public health
Additionally, 2 interviewees suggested supporting logistics and
resources for those going into treatment (e.g., rides to treatment,
childcare, and stipends to account for lost wages).
“If we can maybe have
more of a campaign that
we’re all working on
together . . . like, ‘Here is
the state campaign and if
you want to you can do
whatever.’”
“I feel like Rethink the
Drink flyers posted should
be posted in places where
alcohol is consumed—
like . . . sporting events or
places where people are
constantly drinking
alcohol. It’s like when you
go to a casino there are
all of these flyers ‘Call 1-
800-quitnow’ and ‘Call if
you have a gambling
problem.’”
“We have this huge
problem with people [not]
being able to access
behavioral and mental
healthcare services
and . . . all of the added
complications if you come
from any of these
[marginalized]
communities trying to
navigate services.
RMC Research Corporation | Portland, OR 43
Recommendations specific to campaign activities
and content
Make Rethink the Drink the statewide framework for prevention
Frontload timely/seasonal content for local Rethink the Drink
campaigns to implement
Expand campaign information on impaired driving as public
health consequence
Empower people to make healthy choices related to alcohol
Emphasize the government’s responsibility to warn the public of
the dangers of alcohol use
Recommendations
The focus group and key informant interviews indicate
that Rethink the Drink should consider the following
recommendations
Maintain Effective Aspects of the Campaign
The following core aspects of the campaign received positive
feedback from both focus group participants and interviewees:
Nonjudgmental framing and lack of abstinence-only language.
Social media content that sparked public conversations online.
Website content that is digestible and appealing.
Expand the Campaign
Consider content suggestions from focus group participants such
as emphasizing health and education, including personal
testimonials, and making emotional appeals.
Solicit input from community members in tailoring content for
culturally responsive materials.
Partner with additional community organizations to disseminate
the campaign.
Diversify means of dissemination, and provide additional language
supports.
I think that if the Rethink
the Drink campaign was
incorporated like the new
framing for alcohol abuse
prevention and education
it would be a big win for
our state.
RMC Research Corporation | Portland, OR 44
Leverage the existing link between sports/recreation and alcohol
to increase reach.
Advocate for Systemic Change
The following changes would improve the landscape of behavioral
health and recovery services in Oregon:
Increase treatment resources, including culturally responsive
options.
Address the social and health detriments of excessive drinking.
Include trans and gender nonconforming people in future
iterations of Rethink the Drink to increased engagement among
these communities, which are at increased risk. Pivot from a
gender binary to a body size concept to describe excessive and
binge drinking thresholds, and include more research related to
trans and gender nonconforming populations.
“If I’m going to be talking
to my community about
alcohol use, I want
research that is geared
toward them because
otherwise they’re going to
think that it’s not for
them.”
APPENDIX A
EVALUATION METHODOLOGY AND DESIGN
RMC Research Corporation | Portland, OR 46
EVALUATION METHODS
RMC Research conducted a mixed methods evaluation of the first Rethink the Drink campaign
to address 4 evaluation questions, 5 short-term outcomes and 3 long-term outcomes (see
Exhibit A1). The evaluation includes assessing cross-sectional changes from the precampaign
survey data collected in March and April 2022 before the campaign launched in June 2022 to
the postcampaign survey data collected in September 2022 after the campaign ended.
Appendix A describes the methodology used to analyze the data. The evaluation logic model
appears in Exhibit A2.
Exhibit A1 First Rethink the Drink Campaign Evaluation Questions
EVALUATION QUESTIONS
Did the campaign elicit conversations among Oregonians about alcohol use?
Increase in people reporting having conversations about (a) their own alcohol use, (b) friends’ or
family members’ alcohol use, and (c) what excessive alcohol use is due to the campaign
To what extent did the campaign increase knowledge about what excessive alcohol use is?
Increased knowledge of how excessive alcohol use is defined
Increased self-reflection and awareness in those who excessively drink that they may use alcohol
excessively
To what extent did the campaign influence intentions to drink?
Increased intention to maintain (for nonexcessive drinkers) or decrease (for excessive drinkers)
alcohol use
To what extent did the campaign influence awareness about the health effects of excessive
alcohol use for individuals?
Increased awareness of negative health effects of excessive alcohol use for individuals
Increased awareness of alcohol prevalence in communities
Increased awareness of how alcohol prevalence in communities can be problematic
Increased support for community-level strategies
Note. For this campaign and evaluation, excessive alcohol is defined as 15 or more drinks per week for a man or 8 or more
drinks per week for a woman or binge drinking 5 or more drinks on an occasion for a man or 4 or more drinks for a woman.
Short-Term Outcomes
Long-Term Outcomes
RMC Research Corporation | Portland, OR 47
Exhibit A2 Rethink the Drink Logic Model
RMC Research Corporation | Portland, OR 48
Data Collection
MDR administered the precampaign survey March 2022 and the postcampaign survey in
September 2022. They recruited participants through address-based push-to-web mailing and an
online panel. MDR provided RMC Research with a cleaned dataset containing 1,205 precampaign
respondents and 1,405 postcampaign respondents. Quotas were set up by MDR to ensure that
respondent characteristics matched that of the Oregon population in terms of key demographic
categories including age, sex, and geography (county of residence). In both surveys, quotas for age
and educational attainment were relaxed to achieve at least 1,200 completes. Upon review by RMC
Research, 6 precampaign participants and 12 postcampaign participants were dropped from the
analysis due to giving conflicting responses (e.g., reporting not drinking at all in the past 30 days
and later reporting drinking within the past 30 days).
Variable Creation
Several variables were calculated from the dataset. See Appendix B for the detailed analytic
codebook specifying how new variables were calculated.
Precampaign Analyses
Descriptive statistics were used in aggregate across all variables. Variables were examined for
differences by four pairs of subgroups: excessive and non-excessive drinkers, those living in the
Portland Metro area and the rest of state, men and women, and participants that reported current or
previous problematic alcohol use and those that reported never having problematic alcohol use.
Chi-square tests were used on dichotomous response data to compare the four subgroup pairs.
Mann-Whitney U tests were used to compare ordinal Likert responses for the four subgroup pairs.
Postcampaign Analyses
RMC Research detailed postcampaign analysis plans on the precampaign report. RMC Research
followed the analysis plan when conducting the postcampaign analysis with 2 exceptions: (a) using
logistic regression in addition to linear regression to examine campaign outcomes and (b) age was
not recorded as a continuous variable and was therefore not included as a covariate in analyses. The
analysis plan is as follows. The data gathered [from the precampaign survey] will be used as a
baseline comparison to investigate the effectiveness of the Rethink the Drink campaign.
Postcampaign data will be collected in September 2022 by MDR and analyzed by RMC Research.
Descriptive analyses will be used to in aggregate across variables from the postcampaign survey.
Linear regression models will be used to examine outcomes of the campaign and will control for
demographic differences between the pre- and postcampaign samples. Age (as a continuous
RMC Research Corporation | Portland, OR 49
variable), race (White, American Indian or Alaska Native, Asian or Asian American, Black or African
American, Native Hawaiian or Pacific Islander, or more than one race
7
), ethnicity (Hispanic or
non-Hispanic), gender (male, female, or nonbinary/gender nonconforming), and region (Portland
metro area or the rest of the state) will be included as covariates in all regression models to
examine the impact of the campaign regardless of these demographic variables. For data collected
at post- only, descriptive statistics will be used to describe respondents’ messaging recall;
awareness; and salience, and to add context to pre–post survey findings.
Limitations
There are 2 main limitations with this dataset. First, the samples contain unequal percentages of
excessive drinkers compared to non-excessive drinkers. Aggregate responses are more reflective of
non-excessive drinkers than excessive drinkers. Second, the precampaign and postcampaign
sample are not entirely independent, 23% of postcampaign exposed respondents reported they had
also completed the presurvey (n = 114).
7
Because the “race” item on the survey allowed respondents to check more than one response,
multiple responses were recorded as “more than one race.”
RMC Research Corporation | Portland, OR 50
CAMPAIGN SURVEY ANALYTIC CODEBOOK
Exhibit A3 Mapping of Precampaign Survey Items and Response Choices
Survey Item Response Options Variable Notes/Source
Screening questions to filter out those who do not live in Oregon and are under 21
(All items on the pre and post survey)
1.
What state do you live
in ?
Dropdown of states Oregon
This is the first screening question,
only those who indicate Oregon will
proceed to the next question and
others will be exited from the
survey.
2.
What is your age? Fill in the blank
Age
This is the second screening
question, only those who indicate 21
or older will proceed to the next
question and others will be exited
from the survey.
Age may be categorized according
to how OHA categorizes age on the
surveillance surveys:
20 and below
21–24
25–34
35–44
45–54
55–64
65 and above
Source: Adapted from OHA
Surveillance Survey
Screening questions to filter out those who do not recall seeing campaign messaging
(Item on the post survey only)
3.
Below are some
examples [TBD] from a
recent excessive
alcohol use awareness
campaign called
Rethink the Drink. In
the past 3 months
(since April 2022), have
you seen or heard any
of the Rethink the Drink
messages?
Yes
No
Don’t know/not sure
MessRecall1
This item is the last screening
question (on the post survey only). If
the respondent answers ‘no’ or
‘don’t know/not sure’ to #3, they will
be exited from the survey.
Source: RMC Research
RMC Research Corporation | Portland, OR 51
8
https://www.oregonmetro.gov/regional-leadership/what-metro/cities-and-counties-region
Survey Item Response Options Variable Notes/Source
Demographics
(All items on the pre and post survey)
4.
What county do you
currently live in?
[Dropdown of
counties]
County
The data can be analyzed by County.
Source: OHA Surveillance Survey
Computed
variable:
Region
Data from Item #4 will be used to
create a second variable (region) to
distinguish between those living in
the Portland metro area or the rest
of the state.
8
5. How do you identify? Male
Female
Non-binary or gender
non-conforming
Gender Source: OHA Surveillance Survey
6. Are you of Hispanic,
Latino/a, Latinx, or
Spanish origin?
Yes
No
Hispanic Source: OHA Surveillance Survey
7. How do you identify
(choose all that apply)
American Indian or
Alaska Native
Asian or Asian
American
Black or African
American
Pacific Islander or
Native Hawaiian
White
Race(s) not listed
here (specify)
Race Source: OHA Surveillance Survey
SHORT-TERM/First Campaign Outcomes
Messaging recall, awareness, and salience (All items on the post survey only)
8. During the period when
you saw or heard the
Rethink the Drink
messages, about how
often did you see or
hear the messages?
Never
Rarely (once or twice)
Sometimes (every few
weeks)
Often (weekly)
Very Often (multiple
times per week)
MessRecall2 Source: RMC Research
9. Have you visited the
Rethink the Drink
website?
Yes
No
I don’t remember
MessRecall3 Source: RMC Research
RMC Research Corporation | Portland, OR 52
Survey Item Response Options Variable Notes/Source
10. Have you visited the
Rethink the Drink
Facebook and/or
Instagram pages?
Yes
No
I don’t remember
MessRecall4 Source: Coates Kokes
Please say how much you disagree or agree with the following statements about the Rethink the
Drink campaign:
11. Got my attention Strongly Disagree
Disagree
Agree
Strongly Agree
MessSal1 Source: RMC Research
12. Was believable MessSal2
13. Was relatable MessSal3
14. Made me think about
my alcohol use
MessAwar1
15. Said something
important about alcohol
in my community
MessAwar2
16. What do you think the
Rethink the Drink
campaign is trying to
say about alcohol use?
Open-ended MessAwar3 Source: RMC Research
Increased awareness of individual’s excessive alcohol use (for excessive drinkers)
(All items on the pre and post survey)
17.
In the past 3 months,
have you thought about
your own alcohol use?
Yes
No
OwnUseTho
ught
Among excessive drinkers, we
expect to see higher percentage of
those who answer ‘yes’ relative to
precampaign survey respondents.
Source: RMC Research
18.
Currently would you
consider yourself a
heavy drinker
19. Currently would you
consider yourself a
binge drinker?
Yes
No
AlcUseSelfI
D1
AlcUseSelfI
D2
These questions will be used to
assess how accurately respondents
describe themselves in conjunction
with items 23 and 24.
Source: RMC Research/OHA
20. Do you think you ever
had a problem with your
own alcohol use?
Yes, currently
Yes, in the past
No
AlcDep
This question will be used to
explore all outcomes by whether or
not respondents ever had an alcohol
dependency.
Source: OHA
Compute
Variable:
EverAlcDep
Participants will be categorized as
“yes” if they chose “Yes, currently”
or “Yes, in the past” for #20.
Participants will be categorized as
“no” if they select “no” on #20.
RMC Research Corporation | Portland, OR 53
Survey Item Response Options Variable Notes/Source
21. What is your drinking
like now compared to
before the pandemic
(i.e., before March
2020)?
I drink more now
I drink less now
I drink the same
I did not drink before
the pandemic and do
not drink now
I don’t know
Covid
This is to speak to situational
factors (specifically covid). This will
be used in the descriptive analyses.
Source: Adapted from HPCDP panel
survey questionnaire spring 2021
For item #22, if they answer No, they will skip item #23, 24, 38, 39, and 40.
22.
In the past year, have
you consumed alcohol?
This includes beer,
wine, or liquor
Yes
No
Abstain
Source: OHA
For the next set of questions, one alcoholic beverage is equivalent to a 12-ounce beer, a 5-ounce
glass of wine, or a drink with one shot of liquor
23. Think about the past 30
days. About how many
alcoholic beverages
(beer, wine, or hard
liquor) did you drink
per week?
I do not drink
1-7
8-14
15+
AlcUseFreq
This is one of the variables used to
create the subgroup variables.
Source: Adapted from 2020 BRFSS
Questionnaire: Questionnaire link
24. Think about the past 30
days. About how many
times did you have 4 (if
sex = female) / 5 (if
sex = male) or more
drinks on one
occasion?
None
1
2
3
4
5+
I did not drink in the
past 30 days
BingeFreq
This is one of the variables used to
create the subgroup variables.
Source: Adapted from OHA
Surveillance Survey
Computed
variable:
NonExcess
A female will be categorized
nondrinker or non excessive drinker
if they indicate ‘I do not drink’ or ‘1-
7’on #23 and ‘none’ on #24.
A male will be categorized
nondrinker or non excessive drinker
if they indicate ‘I do not drink’, ‘1-7’,
or ‘8-14’ for #23 and ‘none’ for #24
Computed
variable:
Excess
A female will be categorized as
excessive drinker if they indicate ‘8-
14’ or ‘15+’ on #23 OR ‘1+’ on #24.
A male will be categorized as
excessive drinker if they indicate
‘15+’ on #23 OR ‘1+’ on #24.
RMC Research Corporation | Portland, OR 54
Survey Item Response Options Variable Notes/Source
Computed
variable
SelfIDHeavy
RMC Research will calculate the %
of people who accurately categorize
themselves as a heavy drinker on
#18 using their responses on #18
and #23.
For female they are marked
accurate if:
They choose ‘No’ on #18 and ‘I do
not drink’ or ‘1-7’ on #23. OR
If they choose ‘Yes’ on #18 and they
choose ‘8-14’ or ‘15+’ on #23.
For male they are marked accurate
if:
They choose ‘No’ on #18 and ‘I do
not drink’ or ‘1-7’ or ‘8-14’ on #23.
OR
If they choose ‘Yes’ on #18 and they
choose ‘15+’ on #23.
Computed
variable
SelfIDBinge
RMC Research will calculate the %
of people who accurately categorize
themselves on #19 using their
responses on #19 and #24.
For female they are marked
accurate if:
They choose ‘No’ on #19 and ‘none’
on #24. OR
If they choose ‘Yes’ on #19 and they
choose 1 or more on #24.
For male they are marked accurate
if:
They choose ‘No’ on #19 and ‘none’
on #24. OR
If they choose ‘Yes’ on #19 and they
choose 1 or more on #24.
For excessive drinkers, we expect to
see a higher percentage of people
accurately categorizing themselves
on the post-campaign survey
relative to the pre-campaign survey.
Computed
variable
SelfIDAcc
If both Self ID Heavy Accuracy and
Self ID Binge Accuracy are 1, this
variable will also be 1.
RMC Research Corporation | Portland, OR 55
Survey Item Response Options Variable Notes/Source
Increased intention to maintain (for non-excessive drinkers) or decrease (for excessive drinkers)
alcohol use (All items on the pre and post survey)
25.
Which of the following
best describes what you
will likely do in the next
month?
I will probably drink
more than I am
drinking now
I hope to drink less
than I am drinking
now
I will probably drink
the same amount as I
am drinking now
I do not drink and will
continue not to drink.
AlcIntent
Source: adapted from HPCDP panel
survey questionnaire spring 2021
Computed
variable
IntentDec
If respondent selects ‘I hope to
drink less than I am drinking now’
on item #25 they will be categorized
as a ‘yes’ or ‘1’ for this variable.
Among excessive drinkers, we
expect to see a higher percentage
of people intending to decrease
alcohol use on the post-campaign
survey relative to the pre-campaign
survey.
Computed
variable
IntentMain
If respondent selects ‘I will probably
drink the same amount as I am
drinking now’ on item #25 they will
be categorized as a ‘yes’ or ‘1’ for
this variable.
Among non-excessive drinkers, we
expect no difference in the
percentage of people intending to
decrease alcohol use on the post-
campaign survey relative to pre-
campaign survey.
Increase in people reporting having conversations about alcohol use due to the campaign
(All items on the pre and post survey)
26. In the past 3 months,
have you had
conversations with
friends, family, or others
in your community
about your own alcohol
use?
Yes
No
ConvPers
Among excessive drinkers, we
expect to see higher percentage of
those who answer ‘yes’ relative to
pre-campaign survey respondents.
Source: RMC Research
27. In the past 3 months,
have you had
conversations with
friends, family, or others
in your community
about their alcohol use?
Yes
No
ConvOthrs
We expect to see higher percentage
of those who answer ‘yes’ relative to
pre-campaign survey respondents.
Source: RMC Research
A subgroup analysis will be
conducted within this section to
compare those who excessively
drink and those who do not.
RMC Research Corporation | Portland, OR 56
Survey Item Response Options Variable Notes/Source
28. In the past 3 months,
have you had
conversations with
friends, family, or others
in your community
about what excessive
alcohol use is?
Yes
No
ConvExcAlc
We expect to see higher percentage
of those who ‘yes’ relative to pre-
campaign survey respondents.
Source: RMC Research
A subgroup analysis will be
conducted within this section to
compare those who excessively
drink and those who do not.
Increased knowledge of what excessive alcohol use is
(All items on the pre and post survey)
29. If a woman drank a
total of 8 alcoholic
beverages over the
course of a week, would
you consider this heavy
drinking?
Yes
No
KnowExAlF
We expect to see a higher
percentage of people choosing ‘yes’
to this item on the post survey
relative to all pre-campaign survey
respondents.
Source: RMC Research
30. If a man drank a total
of 15 alcoholic
beverages over the
course of a week, would
you consider this heavy
drinking?
Yes
No
KnowExAlM
We expect to see a higher
percentage of people choosing ‘yes’
to this item on the post survey
relative to all pre-campaign survey
respondents.
Source: RMC Research
Computed
variable
ExcessiveAl
Acc
If respondents answer yes to #29
and #30 they will be categorized as
knowing what heavy drinking is. This
variable will be used for the
analyses in the next section.
31.
If a woman drank 4
alcoholic beverages on
any one occasion,
would you consider this
binge drinking?
Yes
No
KnowBingeF
We expect to see a higher
percentage of people choosing ‘yes’
to this item on the post survey
relative to all pre-campaign survey
respondents.
Source: RMC Research
32. If a man drank 5
alcoholic beverages on
any one occasion,
would you consider this
binge drinking?
Yes
No
KnowBinge
M
We expect to see a higher
percentage of people choosing ‘yes’
to this item on the post survey
relative to all pre-campaign survey
respondents.
Source: RMC Research
RMC Research Corporation | Portland, OR 57
Survey Item Response Options Variable Notes/Source
Computed
variable
BingeAcc
If respondents answer yes to #31
and #32 they will be categorized as
knowing what binge drinking is. This
variable will be used for the
analyses in the next section.
Increased awareness of negative health effects of excessive alcohol use for individuals
(All items on the pre and post survey)
33.
Excessive alcohol use
can lead to
a) Liver disease
b) Heart disease
c) Cancer
d) High blood
pressure
e) Depression
Strongly Disagree
Disagree
Agree
Strongly Agree
NegEffects
We expect to see a higher
percentage of people
agreeing/strongly agreeing on the
post-campaign survey relative to
pre-campaign survey.
A subgroup analysis will be
conducted within this section to
compare those who excessively
drink and those who do not.
Source: Adapted from OHA
Surveillance Survey
LONG-TERM/ Future Campaign Outcomes (All items in this section will be on pre and post survey)
The following variables (items 34-41) are collected as potential baseline variables for future campaigns.
RMC Research will not report on these variables for the first campaign since these variables are tied to
outcomes for later campaigns.
Increased awareness of alcohol prevalence in communities and microsystem
(Item on the pre and post survey)
34. Alcohol seems to be
everywhere in our
communities.
Strongly Disagree
Disagree
Agree
Strongly Agree
PrevAware Source: RMC Research
Increase in people reporting alcohol prevalence is problematic in certain social settings
(Item on pre and post survey)
35. Excessive alcohol use
causes problems in
communities.
Strongly Disagree
Disagree
Agree
Strongly Agree
CommProb Source: RMC Research
36.
I think that alcohol
should have less of a
presence in our
communities.
Strongly Disagree
Disagree
Agree
Strongly Agree
LessPres
37.
If you are not harming
other people, I don’t
see a problem with
excessive alcohol use.
Strongly Disagree
Disagree
Agree
Strongly Agree
NoCommPro
b
RMC Research Corporation | Portland, OR 58
Survey Item Response Options Variable Notes/Source
Decreased use of alcohol
38.
In the past 30 days,
have you intentionally
reduced the number of
alcoholic beverages you
consumed?
Yes
No
Not sure/Don’t Know
Reduce
Skip pattern: if yes, continue to #39.
If not or not sure, skip #39 and
#40.
Decreased excessive use of alcohol
39.
Prior to reducing your
alcohol consumption,
about how many
alcoholic beverages
(beer, wine, or hard
liquor) did you drink per
week on average ?
I do not drink
Drop down: 1-15+
RedUseAmn
t
This item will be compared to Item
23 to determine to what extent
alcohol use was reduced.
40.
Prior to reducing your
alcohol consumption,
about how many times
over the course of a
month did you have 4
(if sex = female) / 5 (if
sex = male or
nonbinary) or more
drinks on one
occasion?
None
1
2
3
4
5+
RedBinge
This item will be compared to Item
24 to determine to what extent
alcohol use was reduced.
Computed
variable:
DecreasedAl
cUse
A female will be categorized as
having decreased alcohol use from
excessive to non-excessive if:
They choose ‘I do not drink’ or
‘1-7’ on Item #23 and ‘8-15+’ on
Item #39 OR
They choose ‘None’ on Item
#24 and ‘1 or more’ on Item
#40.
A male will be categorized as
having decreased alcohol use from
excessive to non-excessive if:
They choose ‘I do not drink’ or
‘1-7’ or ‘8-14’ on Item #23 and
‘15+’ on Item #39 OR
They choose ‘None’ on Item
#24 and 1 or more on Item
#40.
RMC Research Corporation | Portland, OR 59
Survey Item Response Options Variable Notes/Source
Computed
variable:
DecreasedE
xcAlcUse
A female will be categorized as
having decreased alcohol use from
excessive to non-excessive if:
They choose ‘I do not drink’ or
‘1-7’ on Item #23 and ‘8-15+’ on
Item #39 AND*
They choose ‘None’ on Item
#24 and ‘1 or more’ on Item
#40.
A male will be categorized as
having decreased alcohol use from
excessive to non-excessive if:
They choose ‘I do not drink’ or
‘1-7’ or ‘8-14’ on Item #23 and
‘15+’ on Item #39 AND*
They choose ‘None’ on Item
#24 and 1 or more on Item
#40.
*For those who only engaged in
binge or heavy drinking previous to
the past 30 days, this would be OR,
not AND.
Increased belief that community level strategies can be effective at reducing excessive alcohol
use
41. Excessive alcohol use is
a problem that can be
addressed at the
community level
(e.g., policies, laws,
regulations)
Strongly Disagree
Disagree
Agree
Strongly Agree
CommSol
Recruitment of focus group/interview participants (on post survey only)
42. Are you interested in
future paid research
about alcohol? Please
know that if you provide
your contact
information your survey
responses will remain
separate and
confidential.
Yes
No
Recruit
If chooses yes, send to separate
survey that is not connected to their
answers with the below item.
43. Thank you for your
interest in future paid
research about alcohol!
Please enter your name,
Name:________________
Email address:_______
Phone________________
RMC Research Corporation | Portland, OR 60
If you or someone you know is struggling with alcohol or drugs and needs assistance, please call 800-923-4357. You can
also text “RecoveryNow” to 839863. Learn more about Lines for Life 24/7 free, confidential and anonymous services at
https://www.linesforlife.org/get-help-now/
Survey Item Response Options Variable Notes/Source
email address and/or
phone number below
Preferred method of
contact:
Email
Phone, call
Phone, text
RMC Research Corporation | Portland, OR 61
SUPPLEMENTAL DATA TABLES
Exhibit A4
Beliefs that Excessive Alcohol Use Can
Lead to Negative Health Outcomes
Means
Health Outcome Precampaign
Postcampaign
Exposed
Liver Disease 3.57 3.57
Heart Disease 3.28 3.29
Cancer 2.86 2.87
High Blood Pressure 3.17 3.23
Depression 3.36 3.33
Note. Overall n = 1,318. Precampaign n = 930. Postcampaign
Exposed n = 388. Linear regression used to detect significant
differences between precampaign and postcampaign respondents.
Differences deemed significant if p < .05. *p < .05. Scale: 1: Strongly
Disagree, 2: Disagree, 3: Agree, 4: Strongly Agree.
Exhibit A5
Beliefs that Alcohol is Prevalent and Problematic in Communities
Means
Statement Precampaign
Postcampaign
Exposed
Alcohol seems to be everywhere in our communities 3.41 3.43*
Excessive alcohol use causes problems in communities 2.54 2.84
I think that alcohol should have less of a presence in our communities 2.04 2.13*
If you are not harming other people, I don't see a problem with excessive
alcohol use
3.41 3.43
Note. Overall n = 1,297–1,313.Precampaign n = 916–928. Postcampaign Exposed n = 381-386. Linear regression used to
detect significant differences between precampaign and postcampaign respondents. Differences deemed significant if
p < .05. *p < .05. Scale: 1: Strongly Disagree, 2: Disagree, 3: Agree, 4: Strongly Agree
APPENDIX B
PRECAMPAIGN SURVEY FINDINGS
RMC Research Corporation | Portland, OR 63
SAMPLE DESCRIPTION
9
Exhibit 1
Among the 1,199 survey respondents, the most common age
group was 65+. In terms of gender and race/ethnicity the
majority identified as female and White.
9
Quotas were set up to ensure that respondent characteristics matched that of the
Oregon population in terms of key demographic categories including age, sex, and
geography (county of residence). Quotas for age and educational attainment were
relaxed to achieve at least 1,200 completes.
1%
5%
2%
8%
1%
77%
2%
5%
American Indian/Alaska Native
Asian/Asian American
Black/African American
Hispanic/Latinx
Pacific Islander/Native Hawaiian
White
Other
Multiracial
58%
42%
FemaleMale
Nonbinary 1%
29%
17%
13%
18%
18%
4%
21–24
35–44
55–64
25–34
45–54
65+ years
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
RMC Research is
conducting a mixed
methods evaluation of
the first Rethink the
Drink campaign, which
includes pre- and
postcampaign surveys.
The precampaign
survey was
administered in March
and April 2022. This
brief presents the
findings with
significance
differences reported
by key subgroups
(e.g., gender, region,
problematic use).
RMC Research Corporation | Portland, OR 64
Exhibit 2
Almost every county in Oregon was represented among the survey respondents. Close
to half (53%) of respondents lived outside of the Portland Metro Area.
Harney
2%
Lake
0%
Mal
heur
1%
Klamath
2%
Jackson
3%
Josephine
2%
Curry
1%
Coos
1%
Douglas
2%
Lane
9%
Benton
3%
Deschutes
5%
Crook
1%
Lin
coln
1%
Linn
3%
Jefferson
0%
Wheeler
0%
Gr
ant
0
%
Baker
1%
Wallowa
0%
Union
1%
Umatilla
1%
Morrow
0%
Gilliam
0%
Sherman
0%
Wasco
1%
Hood
River
1%
Clackamas
9%
Multnomah
24%
Columb ia
1%
Clatsop
1%
Tillamook
1%
Washington
14%
2%
Yamhill
Polk
2%
Marion
8%
n = 1,199
53%
Rest of the state
47%
Portland Metro Area
RMC Research Corporation | Portland, OR 65
Definition of Alcohol Use
EXCESSIVE DRINKER
Engaging in heavy drinking and/or
binge drinking in the past 30 days.
NON-EXCESSIVE DRINKER
Drinking less than 8 (female) or
14 (male) drinks per week and
did not engage in binge drinking
in the past 30 days.
ABSTAINER
Not drinking at all in the past year.
HEAVY DRINKING
Drinking 8+ (female) or
15+ (male or nonbinary)
drinks per week in the past 30 days.
BINGE DRINKING
Drinking 4+ (female) or
5+ (male or nonbinary) drinks
on one occasion in the past 30 days.
Exhibit 3
Half of survey respondents were non-excessive drinkers and
about equal numbers were excessive drinkers and abstainers.
Exhibit 4
The majority of respondents reported never having problems
with alcohol use, and a quarter had past or present problems.
27%
52%
22%
Excessive Drinker
Non-Excessive Drinker
Abstainer
n = 1,199
4%
23%
74%
Yes, currently
Yes, in the past
Never
n = 1,198
PROBLEMS WITH ALCOHOL USE
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked a
series of questions about
their frequency of alcohol
use and were categorized as
excessive drinkers,
non-excessive drinkers, or
abstainers.
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Additionally, respondents
were asked if they believed
they have ever had a
problem with their own
alcohol use. Respondents
that chose Yes, currently, or
Yes, in the past, were
categorized as having
problems at some point with
alcohol use. Respondents
who chose no were
categorized as never having
problems with alcohol use.
RMC Research Corporation | Portland, OR 66
SHORT-TERM OUTCOMES
Exhibit 5
Overall, a third of survey respondents understood how heavy
drinking is defined and half understood how binge drinking is
defined. Significantly more non-excessive drinkers
understood these definitions than excessive drinkers.
20%
34%
39%
57%
36%
52%
Heavy Drinking
Binge Drinking
Non–Excessive Drinkers
Excessive Drinkers
UNDERSTOOD DEFINITION:
Overall
Heavy Drinking
Binge Drinking
Overall n =
1,196
Excessive Drinker n =
320
Non-Excessive Drinker n =
616
Differences by Subgroups
Women (41%) were significantly more accurate at
identifying heavy drinking compared to men (31%).
Respondents who never had problems with alcohol use
(40%) were significantly more accurate defining heavy
alcohol use compared to those with current or past
problems with alcohol use (26%).
n = 1,182–1,195
EVALUATION QUESTION 1
How much do Oregonians
know about excessive
alcohol use?
SHORT-TERM OUTCOME
Knowledge of how
excessive alcohol use is
defined.
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were given
four scenarios and asked if
each constituted excessive
drinking. Scenarios included
heavy drinking and binge
drinking in men and women.
Respondents were
categorized as accurate at
identifying heavy drinking
and/or binge drinking if
they answered each item
correctly.
RMC Research Corporation | Portland, OR 67
Exhibit 6
Overall, 54% of survey respondents accurately classified
their own alcohol use and binge drinking frequency. Excessive
drinkers were significantly less accurate than non-excessive
drinkers (16% versus 97%).
67%
38%
16%
99%
97%
97%
88%
77%
54%
Being Heavy Drinker
or Not
Being Binge Drinker
or Not
Heavy and Binge
Drinking Behaviors
Excessive Drinkers
Non-Excessive Drinkers
ACCURATELY IDENTIFIED . . .
Overall
Being Heavy Drinker
or Not
Being Binge Drinker
or Not
Heavy and Binge
Drinking Behaviors
Overall n = 938–
939
Excessive Drinker n =
321
Non-Excessive Drinker n = 617–
618
Differences by Subgroups
Those who reported never having problems with alcohol use
were significantly more accurate at identifying heavy
drinking and binge drinking in themselves (90% and
79%) than those with current or past problems with alcohol
use (82% and 72%).
n = 937–938
SHORT-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked if
they would consider
themselves a heavy drinker
and/or a binge drinker. They
were also asked to report
how frequently they drink
and if they engaged in
binge drinking in the past
30 days. Using respondents’
self-reported drinking
behavior, they were
categorized as identifying
themselves accurately or
not.
RMC Research Corporation | Portland, OR 68
Exhibit 7
Overall, about half of the survey respondents (48%) reported
thinking about their alcohol use within the past 3 months.
Excessive drinkers and those with current or previous
problems with alcohol use thought about their alcohol use
significantly more than non-excessive drinkers and those who
have never had problems with alcohol use.
Overall n = 1,199.
77%
46%
Excessive Non-Excessive
n = 321 618
67%
41%
Current or Past
Problematic
Alcohol Use
No Problematic
Alcohol Use
318 880
54%
43%
Male Female
492
693
54%
42%
Portland
Metro Area
Rest of State
568
631
Differences by Subgroups
Significantly more men (54%) reported thinking
about their alcohol use compared to women (43%).
Significantly more respondents living in the Portland Metro
Area (54%) reported thinking about their alcohol use
than those living in the rest of the state (42%).
n = 492-631
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were also
asked if they thought about
their own alcohol use in the
past 3 months to ascertain
awareness of their own
excessive alcohol use
(specifically among
excessive drinkers).
RMC Research Corporation | Portland, OR 69
Exhibit 8
Overall, survey respondents understood the negative health
effects of excessive alcohol use with 67% to 94% agreeing or
strongly agreeing that excessive alcohol use could negatively
affect health. Cancer as a potential outcome of excessive
alcohol use was the item respondents disagreed with the
most (33%).
6%
4%
5%
3%
4%
1%
7%
28%
10%
5%
23%
45%
40%
49%
38%
71%
44%
27%
38%
53%
Strongly Disagree | Disagree Agree | Strongly Agree
EXCESSIVE ALCOHOL CAN LEAD TO . . .
Liver Disease
Heart Disease
Cancer
High Blood Pressure
Depression
Overall n = 1,199
EVALUATION QUESTION 2
SHORT-TERM OUTCOME
RMC Research Corporation | Portland, OR 70
Exhibit 9
Comparison of negative health effects item frequencies by
excessive vs. non-excessive drinkers.
7%
6%
5%
3%
6%
6%
3%
3%
4%
3%
8%
7%
30%
27%
13%
11%
10%
4%
33%
20%
51%
44%
44%
40%
52%
49%
44%
39%
60%
74%
36%
46%
20%
28%
32%
37%
42%
54%
Strongly Disagree | Disagree Agree | Strongly Agree
EXCESSIVE ALCOHOL CAN LEAD TO . . .
Liver Disease
Heart Disease
Cancer
High Blood Pressure
Depression
Overall n = 1,199
Non
-Excessive Drinkers
Excessive Drinkers
RMC Research Corporation | Portland, OR 71
Exhibit 10
Comparison of negative health effects item means revealed
significantly more non-excessive drinkers agreed that
excessive alcohol use can lead to liver disease, heart disease,
and depression.
3.5
3.6
3.2
3.3
2.8
2.9
3.1
3.2
3.3
3.4
1.0
1—Strongly Disagree Strongly Agree—4
EXCESSIVE ALCOHOL CAN LEAD TO . . .
Overall n =
939
Excessive Drinker n =
321
Non-Excessive Drinker n =
618
Liver Disease
Heart Disease
Cancer
High Blood Pressure
Depression
Excessive Drinkers
Non-Excessive Drinkers
Differences by Subgroups
Significantly more women agreed that excessive
alcohol use can lead to liver disease, depression, and heart
disease than men.
Those with current or previous problems with alcohol
use were significantly more likely to agree that
excessive alcohol use can lead to high blood pressure and
depression than those who had not had problems with
alcohol use.
n = 1,185–1,198
RMC Research Corporation | Portland, OR 72
Exhibit 11
Overall, the majority of survey respondents planned to
maintain their current drinking behavior over the next month.
Though significantly more excessive drinkers planned to
decrease their alcohol use than non-excessive drinkers, 58%
planned to maintain their current drinking behavior.
58%
39%
79%
10%
57%
16%
Maintain
Decrease
Non–Excessive Drinkers
Excessive Drinkers
IN NEXT MONTH INTEND TO . . .
Overall
Maintain
alcohol use
Decrease
alcohol use
Overall n = 1,198
Excessive Drinker n = 321
Non-Excessive Drinker n = 618
Differences by Subgroups
Those with current or past problems with alcohol use (29%)
were significantly more likely to report an intent to
decrease their current alcohol consumption than those
without problems with alcohol use (11%). Those who did not
have problems with alcohol use (62%) were significantly
more likely to report an intent to maintain their current
alcohol consumption than those with current and/or past
problems with alcohol use (42%).
n = 1,197
SHORT-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked
what they would likely do in
the next month in terms of
their alcohol use: drink
more than they are drinking
now, drink less than they
are drinking now, drink the
same amount as they are
drinking now, or continue to
abstain.
RMC Research Corporation | Portland, OR 73
Exhibit 12
A third of respondents’ drinking changed since the pandemic,
with significantly more excessive drinkers drinking more.
27%
29%
43%
0%
7%
29%
54%
9%
11%
24%
40%
25%
I drink more now than
before COVID
I drink less now than
before COVID
I drink the same as I
did before COVID
I did not drink before
COVID and I still do
not drink
Excessive Drinkers
Non-Excessive Drinkers
DRINKING SINCE PANDEMIC . .
Overall
More
Less
None,
unchanged
Overall n = 1,199
Excessive Drinker n = 321
Non-Excessive Drinker n = 618
Same
Differences by Subgroups
Those living in the Portland Metro Area (13%) were
significantly more likely to report drinking more since the
start of the pandemic than those living in the rest of the
state (9%).
Those with current or past problems with alcohol use were
significantly more likely to report either an increase or a
decrease in their drinking since the beginning of the
pandemic (16% and 39%) than who did not have problems
with alcohol use (9% and 19%).
n = 1,198–1,199
RMC Research Corporation | Portland, OR 74
Exhibit 13
Overall, about a quarter of survey respondents reported
having conversations about excessive alcohol use.
Significantly more excessive drinkers had these
conversations than non-excessive drinkers.
35%
39%
30%
18%
24%
20%
One's own alcohol use
Others' alcohol use
What excessive
alcohol use is
Excessive Drinkers
Non-Excessive Drinkers
HAD CONVERSATIONS ABOUT . . .
One's own
alcohol use
Other's alcohol use
What excessive
alcohol use is
Overall n = 1,193–
1,199
Excessive Drinker n = 320–
321
Non-Excessive Drinker n = 615–
618
Differences by Subgroups
Significantly more women talked about others’ excessive
alcohol use and what excessive alcohol use is (33%
and 26%) than did men (23% and 20%).
Significantly more respondents in the Portland metro area
talked about their own alcohol use and others’ alcohol
use (25% and 34%) than those in the rest of the state (18%
and 25%).
Those with current or past problems with alcohol use
were significantly more likely to talk about their own
alcohol use (42%), others’ alcohol use (41%), and what
excessive alcohol use is (35%) than those without problems
with alcohol use (14%, 25%, and 20%).
n = 1,180–1,199
SHORT-TERM OUTCOME
SHORT-TERM OUTCOME
SHORT-TERM OUTCOME
RMC Research Corporation | Portland, OR 75
LONG-TERM OUTCOMES
Exhibit 14
Survey respondents tended to agree that alcohol was
prevalent in the community and excessive use causes
problems, but they did not agree as strongly that alcohol
should have less of a community presence.
2%
2%
5%
28%
13%
4%
38%
51%
47%
43%
38%
18%
37%
52%
18%
4%
Strongly Disagree | Disagree Agree | Strongly Agree
Overall n = 1,185–1,195
Alcohol use seems to be
everywhere in our communities
Excessive alcohol use causes
problems in communities
Alcohol should have less of a
presence in our communities
If
you are not harming others
alcohol use is not a problem
LONG-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
The following information
was gathered as a baseline
to compare the long-term
effectiveness of future
campaigns.
RMC Research Corporation | Portland, OR 76
Exhibit 15
Significantly more non-excessive drinkers agreed that
excessive alcohol use can cause problems in communities,
have less of a presence in the community, whereas
significantly more excessive drinkers believed that excessive
alcohol use is not a problem if you are not harming others.
3.2
3.1
3.3
3.5
2.5
2.6
2.3
1.9
1.0
1—Strongly Disagree Strongly Agree—4
Overall n =
939
Excessive Drinker n = 323–
327
Non-Excessive Drinker n = 607–
617
Alcohol
use seems to be
everywhere in our communities
Excessive alcohol use causes
problems in communities
Alcohol should have less of a
presence in our communities
If
you are not harming others
alcohol use is not a problem
Excessive Drinkers
Non-Excessive Drinkers
Differences by Subgroups
Significantly more women believed that alcohol was
prevalent in their community, that excessive alcohol use
causes problems in their community, and that alcohol should
have less of a presence in their community. Women also
disagreed significantly more with the idea that excessive
alcohol use is okay if you are not harming other people.
Those with current or past problems with alcohol were
significantly more likely to believe that alcohol was
everywhere in their community than those who did not
have problems with alcohol use.
n = 1,168–1,194
RMC Research Corporation | Portland, OR 77
Exhibit 16
Almost half of the respondents (46%) agreed that the
problem of excessive alcohol use can be addressed at the
community level, but 17% were unsure.
10% 28% 17%
36%
10%
Excessive alcohol use is a problem that can be addressed
at the community level (e.g., policies, laws, regulations)
Overall n = 1,195
Stongly
Agree
Disagree Agree
Strongly
Disagree
Unsure
APPENDIX C
POSTCAMPAIGN SURVEY FINDINGS
RMC Research Corporation | Portland, OR 79
POSTCAMPAIGN
SAMPLE DESCRIPTION
Exhibit 1 Postcampaign Sample Demographics
Among the 1,393 postcampaign survey respondents, the
most common age group was 65+. In terms of gender and
race/ethnicity the majority identified as female and White.
1%
4%
1%
6%
< 1%
83%
2%
4%
American Indian/Alaska Native
Asian/Asian American
Black/African American
Hispanic/Latinx
Pacific Islander/Native Hawaiian
White
Other
Multiracial
Postcampaign
Postcampaign
58%
42%
FemaleMale
Nonbinary 1%
29%
16%
14%
21%
16%
5%
21–24
35–44
55–64
25–34
45–54
65+ years
55%
Rest of the state
45%
Portland Metro Area
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
This section presents the
postcampaign findings with
significance differences
reported by key subgroups
(e.g., gender, region,
problematic use).
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Quotas were set up to
ensure that respondent
characteristics matched that
of the Oregon population in
terms of key demographic
categories including age,
sex, and geography (county
of residence).
RMC Research Corporation | Portland, OR 80
Definition of Alcohol Use
Exhibit 2 Excessive Alcohol Use Among Postcampaign Respondents
Half of postcampaign survey respondents were non-excessive
drinkers and a third were excessive drinkers.
Exhibit 3
Problems with Alcohol Use Among Postcampaign Respondents
The majority of respondents reported never having problems
with alcohol use, and a third had past or present problems.
Exhibit 4
Excessive Alcohol Use Among Those With Problems With Alcohol Use
Of those who reported current or past problematic alcohol
use, 47% were excessive users, 34% are non-excessive and
20% are abstainers.
30%
47%
24%
Excessive Drinker
Non-Excessive Drinker
Abstainer
n = 1,393
Postcampaign
4%
26%
70%
Yes, currently
Yes, in the past
Never
n = 1,392
PROBLEMS WITH ALCOHOL USE
Postcampaign
47%
34%
20%
Excessive Drinker
Non-Excessive Drinker
Abstainer
n = 425
AMONG THOSE THAT REPORTED PROBLEMS WITH ALCOHOL USE
Postcampaign
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked a
series of questions about
their frequency of alcohol
use and were categorized as
excessive drinkers,
non-excessive drinkers, or
abstainers.
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Additionally, respondents
were asked if they believed
they have ever had a
problem with their own
alcohol use. Respondents
that chose Yes, currently, or
Yes, in the past, were
categorized as having
problems at some point with
alcohol use. Respondents
who chose no were
categorized as never having
problems with alcohol use.
RMC Research Corporation | Portland, OR 81
SHORT-TERM OUTCOMES
Exhibit 5 Defining Heavy and Binge Drinking Among Excessive and Non-Excessive Drinkers
Overall, 39% of survey respondents understood how heavy
drinking is defined and 52% understood how binge drinking
is defined. Significantly more non-excessive drinkers
understood these definitions than excessive drinkers.
22%
32%
43%
59%
39%
52%
Heavy Drinking
Binge Drinking
Non–Excessive Drinkers
Excessive Drinkers
UNDERSTOOD DEFINITION
Overall
Heavy Drinking
Binge Drinking
Overall n = 1,388-1,390
Excessive Drinker n = 410-411
Non-Excessive Drinker n = 651
Postcampaign
Differences by Subgroups
Respondents who never had problems with alcohol use (41%)
were significantly more accurate defining heavy alcohol
use and binge alcohol use (41% and 54%) compared to
those with current or past problems with alcohol use (34%
and 48%).
n = 1,387–1,389
EVALUATION QUESTION 1
How much do Oregonians
know about excessive
alcohol use?
SHORT-TERM OUTCOME
Knowledge of how
excessive alcohol use is
defined.
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were given
four scenarios and asked if
each constituted excessive
drinking. Scenarios included
heavy drinking and binge
drinking in men and women.
Respondents were
categorized as accurate at
identifying heavy drinking
and/or binge drinking if
they answered each item
correctly.
RMC Research Corporation | Portland, OR 82
Exhibit 6 Accuracy of Identifying Own Drinking Behavior for Excessive and Non-Excessive Drinkers
Overall, 67% of survey respondents accurately classified
their own alcohol use and binge drinking frequency. Excessive
drinkers were significantly less accurate than non-excessive
drinkers (20% versus 97%).
70%
36%
20%
99%
98%
97%
88%
74%
67%
Being Heavy Drinker
or Not
Being Binge Drinker
or Not
Heavy and Binge
Drinking Behaviors
Excessive Drinkers
Non-Excessive Drinkers
ACCURATELY IDENTIFIED . . .
Overall
Being Heavy Drinker
or Not
Being Binge Drinker
or Not
Heavy and Binge
Drinking Behaviors
Overall n = 1,064–1,066
Excessive Drinker n = 411
Non-Excessive Drinker n = 651–653
Postcampaign
Differences by Subgroups
Those not exposed to Rethink the Drink messaging were
significantly more accurate at identifying both heavy
drinking and binge drinking in themselves (70%)
than respondents exposed to messaging (63%).
Those who reported never having problems with alcohol use
were significantly more accurate at identifying both
heavy drinking and binge drinking in themselves
(72%) than those with current or past problems with
alcohol use (57%).
n = 1,063–1,066
SHORT-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked if
they would consider
themselves a heavy drinker
and/or a binge drinker. They
were also asked to report
how frequently they drink
and if they engaged in
binge drinking in the past
30 days. Using respondents’
self-reported drinking
behavior, they were
categorized as identifying
themselves accurately or
not.
RMC Research Corporation | Portland, OR 83
Exhibit 7 Thought About Own Alcohol Use Among Subgroups
Overall, about half of the survey respondents (48%) reported
thinking about their alcohol use within the past 3 months.
Excessive drinkers and those exposed to Rethink the Drink
messaging thought about their alcohol use significantly more
than non-excessive drinkers and unexposed respondents.
Overall n = 1,067–1,393.
80%
46%
Excessive Non-Excessive
n = 411 653
54%
45%
Exposed to
Campaign
Messaging
Unexposed to
Campaign
Messaging
500 893
54%
45%
Reported
Problemati
c Alcohol
No Problematic
Alcohol Use
425
967
53%
44%
Male
Female
582
793
Differences by Subgroups
Significantly more men (53%) reported thinking
about their alcohol use compared to women (44%).
Significantly more respondents living in the Portland Metro
Area (53%) reported thinking about their alcohol use
than those living in the rest of the state (44%).
Significantly more respondents who reported past or current
problems with alcohol use (54%) reported thinking about
their alcohol use than those who have never had problems
with alcohol use (45%).
n = 582-793
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were also
asked if they thought about
their own alcohol use in the
past 3 months to ascertain
awareness of their own
excessive alcohol use
(specifically among
excessive drinkers).
Postcampaign
RMC Research Corporation | Portland, OR 84
Exhibit 8 Understanding Negative Health Effects of Excessive Alcohol Use
Overall, survey respondents understood the negative health
effects of excessive alcohol use with 67% to 95% agreeing
excessive alcohol use can negatively impact health. Cancer as
a potential outcome of excessive alcohol use was the item
respondents disagreed with the most (33%).
6%
4%
5%
3%
3%
3%
6%
28%
10%
5%
1%
23%
45%
42%
48%
39%
27%
71%
44%
25%
40%
53%
68%
Strongly Disagree | Disagree Agree | Strongly Agree
EXCESSIVE ALCOHOL CAN LEAD TO . . .
Liver Disease
Heart Disease
Cancer
High Blood Pressure
Depression
Overall n = 1,393
Alcohol Use Disorder & Dependence
Postcampaign
EVALUATION QUESTION 2
SHORT-TERM OUTCOME
RMC Research Corporation | Portland, OR 85
Exhibit 9 Understanding Negative Health Effects Among Excessive and Non-Excessive Drinkers
Significantly more non-excessive drinkers agreed that
excessive alcohol use can lead to liver disease, depression,
and alcohol use disorder or dependency.
5%
5%
4%
4%
4%
5%
3%
2%
4%
3%
3%
3%
7%
6%
30%
29%
9%
11%
8%
4%
2%
1%
34%
21%
51%
48%
45%
43%
55%
50%
46%
41%
40%
24%
61%
73%
38%
43%
21%
23%
33%
37%
43%
53%
54%
72%
Strongly Disagree | Disagree Agree | Strongly Agree
EXCESSIVE ALCOHOL CAN LEAD TO . . .
Liver Disease
Heart Disease
Cancer
High Blood Pressure
Depression
Overall n = 1,064
Alcohol Use Disorder & Dependence
Differences by Subgroups
Significantly more respondents who were not exposed
to Rethink the Drink messaging agreed that excessive
alcohol use can lead to depression than those exposed to
messaging.
Significantly more women agreed that excessive
alcohol use can lead to alcohol use disorder, liver
disease, depression, and heart disease than men.
n = 1,375–1,393
Non-Excessive Drinkers
Excessive Drinkers
RMC Research Corporation | Portland, OR 86
Exhibit 10 Intention to Maintain or Decrease Current Alcohol Use Among Excessive and Non-Excessive Drinkers
Overall, the majority of survey respondents planned to
maintain their current drinking behavior over the next month.
Significantly more excessive drinkers and respondents
exposed to campaign messaging planned to decrease their
alcohol consumption than non-excessive drinkers and those
not exposed to messaging.
54%
42%
76%
8%
52%
16%
Maintain
Decrease
Non–Excessive Drinkers
Excessive
IN NEXT MONTH INTEND TO . . .
Overall
Maintain
alcohol use
Decrease
alcohol use
Overall n = 1,390
Excessive Drinker n = 410
Non-Excessive Drinker n = 653
Postcampaign
Differences by Subgroups
Significantly more respondents living in the Portland Metro
Area (19%) reported an intent to decrease their current
alcohol consumption than those living in the rest of the
state (14%).
Those with current or past problems with alcohol use (30%)
were significantly more likely to report an intent to
decrease their current alcohol consumption than
those without problems with alcohol use (10%). Those who
did not have problems with alcohol use (57%) were
significantly more likely to report an intent to maintain
their current alcohol consumption than those with
current and/or past problems with alcohol use (41%).
n = 1,389-1,390
EVALUATION QUESTION 3
SHORT-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Respondents were asked
what they would likely do in
the next month in terms of
their alcohol use: drink
more than they are drinking
now, drink less than they
are drinking now, drink the
same amount as they are
drinking now, or continue to
abstain.
RMC Research Corporation | Portland, OR 87
Exhibit 11 Change in Drinking Behavior Since the Pandemic Among Excessive and Non-Excessive Drinkers
A third of respondents’ drinking changed since the pandemic,
with significantly more excessive drinkers drinking more.
29%
28%
43%
0%
6%
27%
54%
12%
11%
23%
38%
27%
I drink more now than
before COVID
I drink less now than
before COVID
I drink the same as I
did before COVID
I did not drink before
COVID and I still do
not drink
Excessive Drinkers
Non-Excessive Drinkers
DRINKING SINCE PANDEMIC . .
Overall
More
Less
None,
unchanged
Overall n = 1,393
Excessive Drinker n = 411
Non-Excessive Drinker n = 653
Same
Postcampaign
Differences by Subgroups
Those living in the Portland Metro Area (26%) were
significantly more likely to report drinking less since the
start of the pandemic than those living in the rest of the
state (19%).
Those with current or past problems with alcohol use were
significantly more likely to report either an increase or a
decrease in their drinking since the beginning of the
pandemic (18% and 36%) than who did not have
problems with alcohol use (8% and 16%).
n = 1,392–1,393
RMC Research Corporation | Portland, OR 88
Exhibit 12 Conversations About Alcohol Use Among Excessive and Non-Excessive Drinkers
Overall, about a quarter of survey respondents reported
having conversations about their own alcohol use and a third
reported having conversations about others’ alcohol use and
what excessive alcohol use is. Significantly more excessive
drinkers and exposed respondents had these conversations
than non-excessive drinkers and unexposed respondents.
37%
41%
38%
19%
31%
27%
One's own alcohol use
Others' alcohol use
What excessive
alcohol use is
Excessive Drinkers
Non-Excessive Drinkers
HAD CONVERSATIONS ABOUT . . .
One's own
alcohol use
Other's alcohol use
What excessive
alcohol use is
Overall n = 1,062–
1,064
Excessive Drinker n = 410–
411
Non-Excessive Drinker n = 652–
653
Postcampaign
SHORT-TERM OUTCOME
SHORT-TERM OUTCOME
SHORT-TERM OUTCOME
RMC Research Corporation | Portland, OR 89
27%
37%
37%
20%
30%
24%
One's own alcohol use
Others' alcohol use
What excessive
alcohol use is
Exposed Campaign Messaging
Unexposed
HAD CONVERSATIONS ABOUT
One's own
alcohol use
Other's alcohol use
What excessive
alcohol use is
Overall n = 1,391–1,393
Exposed n = 499–500
Unexposed n = 891–893
Postcampaign
Differences by Subgroups
Those exposed to Rethink the Drink messaging
were significantly more likely to talk about their own
alcohol use (27%), others’ alcohol use (37%), and what
excessive alcohol use is (37%) than unexposed
respondents (20%, 30%, and 24%).
Significantly more men talked about their own
excessive alcohol use (28%) than did women (19%).
Significantly more respondents in the Portland metro area
talked about their own alcohol use and others’
alcohol use (26% and 36%) than those living in the rest
of the state (21% and 30%).
Those with current or past problems with alcohol
use were significantly more likely to talk about their
own alcohol use (43%), others’ alcohol use (44%), and
what excessive alcohol use is (40%) than those without
problems with alcohol use (14%, 27%, and 24%).
n = 1,373–1,393
RMC Research Corporation | Portland, OR 90
LONG-TERM OUTCOMES
Exhibit 13 Awareness of the Prevalence of Alcohol Use
Survey respondents tended to agree that alcohol was
prevalent in and excessive use causes problems for
communities, but they did not agree as strongly that alcohol
should have less of a community presence.
2%
1%
3%
3%
5%
10%
5%
31%
9%
20%
50%
43%
44%
48%
48%
38%
51%
23%
40%
27%
Strongly Disagree | Disagree Agree | Strongly Agree
Alcohol use seems to be everywhere in our communities
Excessive alcohol use causes problems in communities
Alcohol should have less of a presence in our communities
Alcohol use affects everyone, even those who do not drink
Even if you are not harming others, alcohol use is a problem
1
Overall n = 1,382–1,393
1
Responses presented in inverse for easier interpretation.
Original statement
: If you are not harming others, alcohol use is not a problem.
Postcampaign
LONG-TERM OUTCOME
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
The following information
was gathered as a baseline
to compare the long-term
effectiveness of future
campaigns.
RMC Research Corporation | Portland, OR 91
Exhibit 14 Awareness of the Prevalence of Alcohol Use Among Excessive and Non-Excessive Drinkers
Significantly more non-excessive drinkers agreed that alcohol
should have less of a presence in the community and
excessive use can cause problems for communities and all
community members, whereas significantly more excessive
drinkers believed that excessive alcohol use is not a problem
if you are not harming others.
3.2
3.2
3.3
3.5
2.6
2.8
3.0
3.3
2.6
3.1
1.0
1—Strongly Disagree Strongly Agree—4
Overall n = 1,055–1,061
Excessive Drinker n = 408–410
Non-Excessive Drinker n = 647–652
Excessive Drinkers
Non-Excessive Drinkers
Alcohol use seems to be
everywhere in our communities
Excessive alcohol use causes
problems in communities
Alcohol should have less of a
presence in our communities
Alcohol use affects everyone,
even those who do not drink
Even if
you are not harming
others, alcohol use is a problem
1
1
Responses presented in inverse for easier interpretation.
Original statement
: If you are not harming others, alcohol use is not a problem.
Postcampaign
RMC Research Corporation | Portland, OR 92
Differences by Subgroups
Significantly more respondents exposed to campaign
messaging believed that alcohol should have less of a
presence in the community than those who were not
exposed to campaign messaging.
Significantly more women believed that alcohol affected
everyone in their community than men. Women also
disagreed significantly more with the idea that excessive
alcohol use is okay if you are not harming other people.
Those with current or past problems with alcohol were
significantly more likely to believe that alcohol was
everywhere in their community and that excessive
alcohol use is okay if you are not harming others
than those who did not have problems with alcohol use.
n = 1,168–1,194
RMC Research Corporation | Portland, OR 93
Exhibit 15 Addressing Excessive Alcohol Use at the Community Level
Half of the respondents agreed that the problem of excessive
alcohol use can be addressed at the community level, but
20% were unsure.
6% 23% 20%
36%
14%
Excessive alcohol use is a problem that can be addressed
at the community level (e.g., policies, laws, regulations)
Overall n = 1,
393
Stongly
Agree
Disagree AgreeStrongly
Disagree
Unsure
Postcampaign
Differences by Subgroups
Respondents exposed to campaign messaging agreed
significantly more that alcohol use is a problem that can
be addressed at the community level than those not
exposed to campaign messaging.
Men agreed significantly more that alcohol use is a
problem that can be addressed at the community level
than did women.
n = 1,375–1,393
RMC Research Corporation | Portland, OR 94
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