Besides this objective, the selleck bio campaign wanted to provide information on support organizations (their website and phone contact). The campaign used different media, i.e. 235,000 postcards distributed in places frequented by young people (bars, dance halls, schools…), 531 large posters (20 m2) in public areas, 60 advertisements in newspapers, 255 television spots and online information on the website of iDA. All campaign supports exist in French and Dutch. The messages were conceived like a quiz game or rumor demystification operation, with a question related to drug or alcohol consumption coming first (true or false statement), followed by the correct answer. An invitation to contact a reference center on drug information, including a website address and a phone number were available on all supporting media.
Besides the aim to reach the general population, specific material (booklet, board game…) was also elaborated for professionals working in the addiction sector or with young people. The aim of this article is to document the impact of this campaign, aimed to reach the general population, and to see if the campaign equally reached the different social groups. This impact evaluation was made by an interuniversity staff (one Dutch- and one French-speaking university) during three months (March until May 2008). Materials and methods Immediately after the campaign ended, in March 2008, a telephone survey was conducted in order to collect information on the public awareness as well as opinions and comments of the general Belgian public on the campaign.
The telephone survey was the selected method in order to cover the whole country. Compared to postal surveys, telephone surveys generate higher response rates . The main purpose of the survey was to collect the opinions of a great sample of respondents in a large geographic area and in a short period of time in order to avoid recall bias. Therefore, a telephone survey Anacetrapib represents a fast, reliable and cheap method to collect such data. Contact with an interviewer, even by phone, could eventually generate a phenomenon of social desirability. This could be observed while gathering information on behavior, but seems not to be the case for opinions . For those reasons, a telephone survey seemed to be the most appropriate method. A proportionate allocation of an initial list of 10,000 phone numbers was performed in order to respect the language repartition and to account fore the geographical spread over the 10 provinces of the country. The Dutch-speaking community consisted of 60% of the respondents and the French-speaking community of 40%. Phone contacts were conducted during and outside working hours, during weekdays and during weekends. We included respondents of 14 years and older.