IHgIIOJOHIj - World Health Organization Regional Office for Europe

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roAax. Bce OHR COBnanR BO MHeHHH, 'ITO 6onbHIHHCTBO KaMnaHHIi
npOAeMOHCTpHpOBanH OrpaHHLIeHHblii 34)CbeKT Ha y6excAeHHA R
n03RuHIO 3pHTeneli H HHKaKOTO BnHAHHA Ha c006LZaeMOe
yHacTHHxaMH onpocoB nOTpe6neHHe aJlKOronA (Wallack, 1980; Blane
and Hewitt, 1980; Dorn and South, 1983 ; Moskowitz, 1989).
3TOT BbIBOA 614n CAenaH BHe 3aBRCHMOCTH OT HCLOnb30BaHHOTO
noAxoAa. HanpHMep, xaMnaHHA CHIA "IIo6eAHTenH" He
npoAeMOHCTpHpOBana HHKaKOTO BnHAHHA Ha o6eCHOKOeHHOCTb no
nOBOAy anKOTOnA, HH KaKHX-111460 143MeHeHHIi B noTpe6neHHR, no
c0o6LjeHHSIM CaMHX y'iaCTHHKOB. C nOMOLL[bI0 KaMnaHRIi CpeACTB
MaCCOBOLi HH(i)OpMaLtHH CTeneHb nOHHMaHHA yposxefi BbIHHBOK
nOBbICHnaCb, HO 6e3 KaKoro-nH6o BHAHMOTO B03AeiïCTBHA Ha
noTpe6nexne (Budd, Gray and McCron, 1983; Lefler and Clark,
1990).
CynIecTByeT Hecxonbx0 HCKniOLIeHHIi 143 3T01-0 O6LLjerO BbIBOAa
o6 OTCyTCTBHH Bo3AeIiCTBH51 Ha noBeAeHHe. HaH6onee
pacnpocTpaHexnble R3 HHx Ha6n1oAanFicb, KorAa HaL(enexxble Ha
npociRnaKTHKy BOKAeHRA B HeTpe3BOM COCTOAHHH TeneB143140HHble
KaMnaHRH, CO'IeTanHCb C ApyrHMH MepaMH, TaKHMH KaK
HHARBHAyaJlbHble HHCTpyKL(HH n0 HCHOnb30BaHHIO npH6opa arm
H3MepeHHA ypOBHA aJIKOronA B KpoBH (Worden et al, 1989), H
Bb160pOLIHa51 npOBepKa AbIXaHHA (Homel, 1988). KaMnaHHH npOTHB
BoKAeHHA B HeTpe3BOM COCTOAHHH '-IaCTO AafOT ACHbIO peKOMeHAaL(RR
B OTnH'iRe OT KaMnaHHFi no yMepCHHOMy RAR pa3yMHOMy
nOTpe6neHHio, R 3T0, B03MO>KHO, BHeCJIO CBOIi BKnaA B HX
OTHOCHTenbxblli ycnex (Moskowitz, 1989).
CoHeTaHRe KaMnaHHIi CpeAcTS Maccosoii HHctoopMaLtHH c
ApyrHMH 6onee HHAHBHAyanbHO HanpaBneHHbIMH B03AeNCTB4IAM14
Taxxce AanO HeKOTOpble npH3HaKH BO3MO)KHOCTH BbI3BATb
OnpeAeneHHble H3MeHeHHA. HanpHMep, Ha H3MeHeHHe nOTpe6neHHA,
O KOTOpOM C006LganH CaMH y'IaCTHHKH, TeneBH314OHHaA KaMnaHHA,
KOTOpaA peKnaMHposana TeXHHKy noBeAeHHA CHHxcafoLi[yIo
nOTpe6neHHe, nOBnHAna TOnbKO TOrAa, Koma 3Ta KaMnaHHA
COnpOBOxKAanaCb nHCbMOM, HOCnaHHbIM AO Ha.'iana KaMnaHHH
(Barber et al, 1989). Taxxce CTOHT 3aMeTHTb, 'ITO 3Ta KaMnaHHA
6onbLne Mo,iZenHpoBana oco6blli THn noBeAeHHA, 'IeM nblTânacb
H3MCHHTb oTHOL1eHHe. TaKxce HMeIOTCA HeKOTOpble AaHHble O
He6011bLHOM 34L1 leKTe Ha nOTpe6neHHe anKOTOAA CpeAH noApOCTKOB
250