A randomised trial of the effect of appearance versus health-framed messages on engagement with an online brief screening and alcohol reduction intervention

Figures & data

Table 1. Binary logistic regression for AUDIT-C completion following exposure to health or appearance-framed message.

Message frame	Visits to homepage N	AUDIT-C Completion N (%)	OR (95% CI)
Health	52,639	3,355 (6.37%)	1.08	1.03 to 1.14**
Appearance	51,588	3,537 (6.86%)
Total	104,227	6,892 (6.61%)

** p < 0.01.

Table 2. Binary logistic regression for Further Resource accessed following exposure to health or appearance-framed message.

Message frame	Completed AUDIT-C N	Further Resource accessed N (%)	OR (95% CI)
Health	3,355	1,146 (34.2%)	0.700.63 to 0.78***
Appearance	3,537	942 (26.6%)
Total	6892	2088 (30.2%)

*** p < 0.001.

Table 3. Exploratory subgroup analysis of AUDIT-C completions.

Subgroup	Health N (%)	Appearance N (%)	Total N (%)
Gender***
Female	1,532 (45.7%)	1,764 (49.9%)	3,296 (47.8%)
Male	1,823 (54.3%)	1,773 (50.1%)	3,596 (52.2%)
Age category (years)**
Under 18	180 (5.4%)^**	132 (3.7%)	312 (4.5%)
18–24	677 (20.2%)	663 (18.7%)	1,340 (19.4%)
25–34	707 (21.1%)	739 (20.9%)	1,446 (21.0%)
35–44	701 (20.8%)	775 (21.9%)	1,476 (21.4%)
45–64	919 (28.4%)	1,033 (29.2%)	1,952 (28.3%)
65+	171 (5.1%)	195(5.5%)	366 (5.3%)
Risk profile**
High	2,914 (86.9%)	3,153 (89.1%)	6,067 (88.0%)
Low	441 (13.1%)	384 (10.9%)	824 (12.0%)

Base: Individuals completing AUDIT-C – age, gender, risk profiles.

** p < 0.01.

*** p < 0.001 on χ² comparison test.

Table 4. Exploratory subgroup analysis of accessing further resources.

Subgroup	Health N (%)	Appearance N (%)	Total N (%)
Gender**
Female	498 (52.8%)	528 (46.0%)	1,026 (49.1%)
Male	444 (47.2%)	618 (54.0%)	1,062 (50.9%)
Age category (years)***
Under 18	9 (1%)	27 (2.4%)	36 (1.7%)
18–24	117 (12.4%)	171 (14.9%)	288 (13.7%)
25–34	165 (17.5%)	233 (20.3%)	398 (19.0%)
35–44	237 (25.1%)	265 (23.1%)	502 (24.0%)
45–64	330 (35%)	390 (34.0%)	720 (34.5%)
65+	84 (0.9%)	60 (5.2%)	144 (6.9%)
Risk profile
High	882 (93.6%)	1,062 (92.7%)	1,944 (93.1%)
Low	60 (6.4%)	84 (7.3%)	144 (6.9%)

Base: Individuals accessing further resources – age, gender, risk profiles.

** p < 0.01.

*** p < 0.001 on χ² comparison test.

Figure 1. CONSORT flow diagram.

Data availability

Data is available here https://www.drinkaware.co.uk/research/our-research-and-evaluation-reports/appearance-versus-health-messages-test/.