Table 2. Stepwise approaches to social... | Emerald Publishing

Table 2.

Stepwise approaches to social marketing

Characteristic	Perceptions of support services	Perceptions of military drinking culture	Emotional regulation	Childhood trauma
Problematic	Higher stigma, harder access	Prominent drinking culture	Rumination, catastrophizing, blaming others	High prevalence
Harmful but coping	Less stigma, easier access	Less prominent drinking culture	Positive reappraisal, perspective setting	Lower prevalence
Social marketing interventions	Interventions focus on getting to know support service personnel. Peer testimonials on how support services have helped. Destigma campaigns. Pre-booked mandatory support service sessions	Structural meso level social marketing interventions to decrease ease of access and increase price of alcohol on base. Policy change to prohibit purchasing of alcohol by a senior officer	Interventions to teach positive emotion regulation strategies, application of strategies to the military life, and application of strategies to the civilian life	Structural meso social marketing with measurement of childhood trauma on arrival in military and subsequent compulsory counselling

Characteristic	Perceptions of support services	Perceptions of military drinking culture	Emotional regulation	Childhood trauma
Problematic	Higher stigma, harder access	Prominent drinking culture	Rumination, catastrophizing, blaming others	High prevalence
Harmful but coping	Less stigma, easier access	Less prominent drinking culture	Positive reappraisal, perspective setting	Lower prevalence
Social marketing interventions	Interventions focus on getting to know support service personnel. Peer testimonials on how support services have helped. Destigma campaigns. Pre-booked mandatory support service sessions	Structural meso level social marketing interventions to decrease ease of access and increase price of alcohol on base. Policy change to prohibit purchasing of alcohol by a senior officer	Interventions to teach positive emotion regulation strategies, application of strategies to the military life, and application of strategies to the civilian life	Structural meso social marketing with measurement of childhood trauma on arrival in military and subsequent compulsory counselling