IHgIIOJOHIj - World Health Organization Regional Office for Europe

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KOM6HHHp0BanHCb CO CneLjHanbHOli IIIKOnbHOIi nporpaMMOIi,
KOTOpaA BKniOLIana B ce6A AOMaIIIHioIO pa6oTy, L[enbi0 KOTOpOii 6bIJI0
npHBneveHHe poAHTeneH (Pentz et al, 1989). TaxHM we o6pa3oM,
KaMnaHHH CpeACTS MaCCOBOH HHCPOpMaI(HH, KOTOpble ABnAnHCb
LIaCTbIO BCeCTOpOHHeIi npOrpaMMbl AeriCTBHIi Ha McCTHOM ypoBHe,
npHBOAHJIH K COKpaLIteHH10 TpaBMaTH3Ma Ha AOpOraX (Hingson, et al
1993).
KaMnaHHH cpenCTB Maccosol4 HH(popMaIjHH MOT Tax)Ke
BHOCHTb CBOI4 BKna,T; B Co3,I[aHHe COLjHanbHOrO KJIHMaTa BOKpyr
nOTpe6neHliA anKOrOnSI, Rance KOr,Tja KaMnaHHA nepBOHaLIanbHO 6bina
COpHeHTHpOBaHa Ha HH,I1HBH,ayyanbHOe nOBeAeHHe OTHOCHTCnbHo
BbInHBKH r1pH OueHKe npOBeAeHHOH B HOSOH 3enaHAHH KaMnaHHH,
KOTOpa3I 6bIJIa HaL(eneHa Ha "yMepeHHoe nOTpe6neHHe" cpeAH
MOJIOA6IX n6I0II.1HX My)KLIHH, 6bIJIO 06Hapy)iCeHO, LITO niOAH,
nouseprulHecx B03AeFiCTBHI0 xaMnaHHH cHnbnee noJlnep)KHBanH
aHTHanKOTOnbHyK) nOnHTHKy B cd)epe AOCTynHOCTH, LjeH H peKnaM6I
no CpaBHeHHIO C )KHTenAMH ropouos, He nOABepraBlIIHxCA
BO3AeIiCTBHIO KaMnaHHH (Casswell et al, 1989). KaMnaHHA cpeACTB
MaCCOBOii HHCpopMauHH ycneLQHO nOBbICHna OCO3HaHHe H CTeneHb
nOAAep)KKH nonHTHKH no AOCTynHOCTH anKOronA B McCTaX OTAbIXa B
OHTapHo (Douglas, 1990; Glicksman, 1986). KaMnaHHH cpeAcTs
MaCCOBOH HH(pOpMaIjHH MOryT CO3JjaBaTb npaBosoe OCHOBaHHe ,I[JIA
AeiïCTBHH Ha McCTHOM ypoBHe, HaLjeneHHbIX Ha npO(pHnaKTHKy
anKOronbxblx npo6neM (Grant and Room, 1983).
IIoABOAA HTOrH, MO)KHO CKa3aTb, LITO Te nOnbITKH OgeHHTb
344exT KaMnaHml cpeAcTB MaccosOï-i HH(1)opMaLjHH Ha noBeAeHHe
n610ujHX, rAe HCIIOnb30BânaCb KBa3H-3KCnepHMeHTanbHaA (pOpMa, B
061I(eM, He CMOrnH yCTaHOBHTb 3HaLIHTen1,HOTO B03AeNCTBHA 3THX
KaMnaHHN Ha noTpe6nenxe. KorAa KaMnaHHH COnpOBONCAanHCb
HH6IMH Me)KnHLIHOCTH6IMH H C(pOKyCHpOBaHHbIMH Ha nOJIHTHKy
B03AeIiCTBH5IMH, HM yAaBanOCb BHeCTH CBOI%I BKnaA B H3M0H0HHe
nOBeneHHA.
8.1.3 OpraHH3a4NSi iQ@NCTBNN Ha M@CTHOM ypOBH@
ACxCTBHA Ha McCTHOM ypoBHe ABnAiOTCA L[eneHanpaBneHHbIMH
yCHnHAMH, KOTOpble rlpeAnpHHHMaiOTCA B McCTHbIX yCJIOBHAX AnA
TOTO, LIT06bI nOBnHSITb Ha TO, KaK nK)AH nbiOT HJIH LITO AyMaIOT O
noTpe6neHHM anKOTOnA. OHM LuMpe, LIeM AeiïCTBMA, HCXOAAII.jHe H3
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