title: Empowering students to respond to alcohol advertisements: results from a pilot study of an Australian media literacy intervention.
abstract: OBJECTIVE
  Alcohol media literacy programs in the United States have increased students' media literacy skills and lowered pre-drinking behaviour. In Australia, no such programs have yet been implemented or evaluated. This pilot study aimed to examine the feasibility and potential impact of an alcohol media literacy program for Australian upper-primary school children.
  
  
  METHODS
  Thirty-seven Year 5 and 6 students (aged 10-12) from one school in the Sydney region participated in 10 one-hour media lessons. Teacher interviews, student exit slips, teacher observations and a researcher reflective journal were analysed to examine the implementation process, while a pre- and post-questionnaire was analysed to measure outcome.
  
  
  RESULTS
  Key factors in implementation were the importance of school context; attainment of English and PDHPE learning outcomes to differing extents; program's useability provided flexibility; perceived complexity and achievability of the lessons and program's engagement and relevance for the students. The program significantly increased media literacy skills and understanding of persuasive intent; decreased interest in alcohol branded merchandise; and lowered perception of drinking norms.
  
  
  CONCLUSIONS
  An Australian alcohol media literacy program for upper-primary school children appears feasible, and has potential to lead to measurable outcomes.
authors.affiliation: Centre for Health Initiatives, University of Wollongong, New South Wales.
authors.forename: Chloe S
authors.initials: CS
authors.lastname: Gordon
authors.affiliation: Centre for Health and Social Research, Australian Catholic University, Victoria.
authors.forename: Sandra C
authors.initials: SC
authors.lastname: Jones
authors.affiliation: Early Start Research Institute, University of Wollongong, New South Wales.
authors.forename: Lisa
authors.initials: L
authors.lastname: Kervin
authors.affiliation: Centre for Health Initiatives, University of Wollongong, New South Wales.
authors.forename: Jeong Kyu
authors.initials: JK
authors.lastname: Lee
mesh_terms: D000329:Advertising; D000428:Alcohol Drinking / Q000517:prevention & control*; D001315:Australia; D002648:Child; D057220:Health Literacy / Q000379:methods*; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D007407:Interviews as Topic; D008402:Mass Media; D009517:New South Wales; D010865:Pilot Projects; D011209:Power, Psychological; D012574:Schools; D020377:Self Efficacy; D013334:Students
keywords: health literacy; pilot study; program evaluation; schools, alcohol