Social marketing as a tool for alcohol prevention for Dutch adolescents 12 – 18 years

Background In The Netherlands, adolescents aged 12–18 all receive the same education about alcohol, independently of their alcohol attitudes. We assume however that social marketing might help to develop targeted prevention interventions that will connect more closely to the alcohol attitudes of these adolescents. The goal of this presentation is to show the development of five segments of adolescents, based on a quantitative segmentation questionnaire and on qualitative focus groups. Furthermore, targeted alcohol interventions for two …