Reforming Andy Capp? How a cartoon character was used in a community alcohol project

Martin Cooper, Richard Midford, Julie-Anne Jaegar, Chris Hall

Research output: Contribution to journalArticlepeer-review


Issue addressed: Health promotion projects often use comics and cartoons as a method of message delivery to their target audience. However, there is little literature evaluating the merits of this strategy. This paper examines the reasons why the use of this medium may be beneficial and describes the use of a cartoon strip in a community alcohol harm reduction project carried out in Western Australia's remote north-west.
Method: A cartoon strip was locally written and published weekly to present issues related to alcohol over-consumption to the target group of 24–45‐year‐old males and model change strategies. Data on the impact of the cartoon were collected through a survey of 300 community members and structured interviews with 15 key members of the community.
Results: Data indicated the cartoon strip had a substantial readership within the population and was a better vehicle for alcohol messages than State and national campaigns. These lacked the community flavour and flexibility possible in a locally produced cartoon strip.
Conclusion: The authors conclude that the use of a cartoon strip was an effective method of presenting a responsible drinking message to a small remote community. This method allowed ongoing exploration of the theme in a non‐confrontational, cost effective, locally relevant, and humorous manner.
Original languageEnglish
Pages (from-to)114-118
Number of pages5
JournalHealth Promotion Journal of Australia
Issue number2
Publication statusPublished - 1 Aug 2003
Externally publishedYes


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