Alcoholism in the U.S. Society

Alcoholism in the U.S. Society


Develop a social media campaign to bring awareness to hazardous alcohol consumption and/or alcohol abuse among a determined target population. Define the problem among the target population Research and gather data and statistics on alcohol use among the target population Identify evidence-based practices used for the target population (See EBP matrix attachment). Identify a social media platform for the campaign (e.g., Facebook, Twitter, YouTube, Instagram, etc.) and describe the rationale for the platform Develop health promotional strategies targeted for the population Describe how you plan to monitor the success of your campaign. References: Start with the learning resources in the classroom. Locate 7-10 journal articles or book chapters related to your special population. Use only scholarly, objective sources for your project. Peer-reviewed articles found in the UMGC Library databases are generally good sources. Web-based information such as Wikipedia and and popular news outlets such as Time or Newsweek are NOT acceptable sources for this project. If you are unclear as to whether a source is acceptable, contact the instructor or visit the UMGC Library’s page on locating and evaluating scholarly articles: Guidelines: APA format and citation style: ( 1500-2000 words Title page and reference list 12 point font Numbered pages 1\” margins Double spaced Grading: Refer to the assignment rubric to know how you will be graded on this assignment.





Alcoholism in the U.S. Society






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Alcoholism in the U.S. Society

Alcoholism remains a growing concern in the U.S. as adults (18 years and above) consume more alcohol than they are supposed to. Rarely do adults understand the significant impact alcoholism can have on people’s lives. Adults have easy access to alcohol and are constantly facing more responsibilities and life stressors. Frohlich et al. (2018) explains that adults are struggling with stress and life pressures, while using alcohol as a coping mechanism. There have been growing concerns of depression causing young adults to abuse alcohol. Some of the young adults find it hard to emerge out of binge drinking. As a result, alcoholism among adults, who are dependent on, affects the larger society. Dguzeh et al. (2018) state that alcoholism affects more than the heart and liver. Excessive alcohol intake has the potential to damage other critical organs in the body. Alcohol abuse causes pathophysiological changes that lead to chronic, life-threatening ailments, such as immune system dysfunctions. There may also be far-reaching consequences, such as disorders of the central nervous system. The CDC further reports that excessive alcohol consumption led to an average of 95,000 deaths between 2011 and 2015. Almost half of the deaths were a direct result of binge drinking.

Data and Statistics on Alcohol Use in the U.S.

According to the National Institute on Alcohol Abuse and Alcoholism (2021), 85.6% of Americans aged between 18 years and above reported drinking alcohol at some point in their lifetime. What is more concerning is the increased prevalence of binge drinking or heavy alcohol consumption. 29.7% of men and 22.2% of women reported having engaged in binge drinking in the past month. 6.3% reported having engaged in heavy drinking in the past month. On top of that, alcoholism has a substantial economic impact in the United States. The average cost per person in 2010 was $807, while the overall costs amounted to $249 billion (Centers for Disease Control). The costs were largely due to the loss of productivity, healthcare expenses, legal problems, car accidents, and property damages. Excessive alcohol use in the U.S. states cost an average of $3.5 billion. The costs ranged from $488 in North Dakota to $35 Billion in California. The federal and local governments pay around $2 to $5 billion (Centers for Disease Control). This indicates that alcoholism in the U.S. is becoming a growing menace that affects the health of people and the socioeconomic stability of the country.

Evidence-Based Practices Used for the Target Population

Several evidence-based practice (EBP) models have been successfully used to address the problem among various populations. Cognitive and behavioral interventions have been used to help individuals rectify their drinking behavior. Even though many people may not recognize this, excessive drinking might become addictive. Many people drink as a way to cope with life pressures and other issues. Cognitive therapy helps people address life issues to enable them to shift their perceptions about excessive alcohol intake. Behavioral interventions also involve programs that motivate individuals to change their irresponsible behaviors. The therapeutic interventions are also helpful in addressing factors that lead to excessive drinking. For instance, cognitive-behavioral therapy helps address traumas that may force people to drink to suppress their feelings. On the other hand, multi-dimensional family dynamics help to address family dynamics and behavior to prevent people from abusing alcohol.

Motivational Enhancement Therapy (MET) for Problem Drinkers

Osterman, Lewis, and Winhusen (2017) state that MET has helped women reduce their alcohol abuse over time. MET uses a counseling approach to help individuals overcome their behaviors of engaging in excessive alcohol intake. Therapists help adults to adopt coping mechanisms and strengthen their vision towards breaking the destructive behavioral cycle. The main aim for the therapists is to build commitment among their clients while monitoring their progress.

Community Reinforcement Approach (CRA) with Vouchers

Roozen and Smith (2021) state that CRA is also useful in treating alcohol abuse among adults. CRA involves an outpatient 24-week therapy that uses a wide range of approaches to help struggling clients. Clients attend two or more sessions each week to focus on how they reduce their alcohol consumption to improve their family life and develop new social and recreational networks. CRA can also be useful in enhancing communication and problem-solving skills of adults while encouraging positive behavioral changes.

Social Media Platform for the Campaign and its Rationale

            The current age of information requires a revamped approach for addressing social health and behavioral issues affecting people. Therefore, using social media to educate and help adults struggling with alcoholism is critical. Even though social media platforms are effective in reaching out to many individuals across geographical boundaries, it is imperative to select a specific platform that will be effective and convenient for adults (Giustini et al., 2018). In this case, Facebook will be the most appropriate social media platform to use in reaching out to adult alcoholics who are likely to have opened an account. Facebook is not only used by adolescents but also adults when compared to other social media platforms. Giustini et al. (2018) explain that patients have found it useful to use the internet in promoting their overall wellbeing. Facebook provides a forum of interactions at minimal costs. Clients can ask questions and receive feedback. Additionally, Facebook enables health officials to post educative materials that engage people in discussions. Facebook also provides an excellent platform where users can quickly join groups they feel comfortable in to address the alcohol abuse problem. This means that people with similar alcohol issues can engage in online discussions without feeling awkward. More so, Facebook provides additional features of networking and video meetings among the group members. Therefore, instead of going to anonymous alcohol meetings, individuals can attend online discussions. This means that professionals can be invited into groups to share how people can manage alcoholic behavior. The interface is also user-friendly and allows individuals to connect with others around the world with ease.

Promotional Strategies for the Target Population

The health promotion plan to address alcoholism will be done in two sessions. Health experts will post posters and videos that show the effects of taking too much alcohol. The content of the posters should include the effects of alcohol with accurate statistics from renowned organizations. The costs of alcoholism should be shared to show the economic burden that alcoholism imposes on people. Language should be clear and culturally sensitive to encourage diverse people to participate. The experts will share the information alongside notable celebrities who have faced similar experiences. Using celebrity endorsements will be effective in attracting people to the educative platform. Celebrities will help to attract people to the platform and encourage others to improve their overall well-being. Fans who are struggling with alcoholism will be encouraged to improve their behaviors. This is because celebrities have a strong influence over fans who emulate and want to be like them. The celebrities will act as role models when sharing their experiences and strategies they used to overcome the addictive behavior.

The second phase of the strategy is communication that is direct with individuals through direct messages and group forums. Interested individuals seeking additional help will click a link that directs them to direct conversation with program facilitators and experts. The direct conversations will enable people to interact with each other about the issues they are facing and how they have pulled out. Anyone would be allowed to post their thoughts where others can contribute. Group forums will also be created for those who are willing to have group discussions similar to the normal alcohol anonymous. The experts will also provide additional help to the members and make referrals when necessary. Direct interactions should be a platform that encourages and motivates people to change their destructive behavior.

Monitoring the Success of the Campaign

Evaluating the success of the campaign is essential. The program should be used in the future if it is effective. Social media monitoring may be complicated due to the nature of online interactions. Even though it is complicated, it is possible to measure the effectiveness of the Facebook program. Monitoring the number of likes on the posts would be useful in determining the number of people who have read and understood the message. The clicks and impressions will be measured by click-through rate (CTR) (Aryafar, Guillory, & Hong, 2017). However, it is essential to note that not everyone who likes the pages will go forward with the programs offered. Therefore, evaluators should also measure the conversations and the members who join the group forums. This will help the facilitators know how many people are interested and willing to get help. Data analytics should help the evaluators to identify keywords in the communication to gather more information about the campaign. The more engagement from the members, the more effective the program will be considered (Sutherland, 2021). Also, positive comments from people will show that the campaigns have been effective in reaching people.

According to Sutherland (2021), the metrics may not always tell the true story about the effectiveness of the campaign advertisements. People may like the posts, but come after a long time and not like other related posts. The evaluators should be able to know the traffic that comes with every post to determine their preferences. They should also be able to track the social media referrals to determine the number of people who have sought more help.


Aryafar, K., Guillory, D., & Hong, L. (2017). An ensemble-based approach to click-through rate prediction for promoted listings at Etsy. In Proceedings of the ADKDD’17 (pp. 1-6).

Centers for Disease Control. Alcohol and public health: data on excessive drinking. Retrieved from

Dguzeh, U., Haddad, N. C., Smith, K. T., Johnson, J. O., Doye, A. A., Gwathmey, J. K., & Haddad, G. E. (2018). Alcoholism: A multi-systemic cellular insult to organs. International journal of environmental research and public health15(6), 1083.

Giustini, D., Ali, S. M., Fraser, M., & Boulos, M. N. K. (2018). Effective uses of social media in public health and medicine: a systematic review of systematic reviews. Online journal of public health informatics10(2).

National Institute on Alcohol Abuse and Alcoholism. (2021). Alcohol use in the United States. Retrieved from

Osterman, R., Lewis, D., & Winhusen, T. (2017). Efficacy of motivational enhancement therapy to decrease alcohol and illicit-drug use in pregnant substance users reporting baseline alcohol use. Journal of substance abuse treatment77, 150-155.

Roozen, H. G., & Smith, J. E. (2021). CRA and CRAFT: Behavioral Treatments for Both Motivated and Unmotivated Substance-Abusing Individuals and Their Family Members. In Textbook of Addiction Treatment (pp. 475-492). Springer, Cham.

Sutherland, K. E. (2021). Social Media Monitoring, Measurement, Analysis and Big Data. In Strategic Social Media Management (pp. 133-172). Palgrave Macmillan, Singapore.

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