2016 – Victorian participation in Hello Sunday Morning: Benefits, barriers and strategies when giving up alcohol
Preventing harm from alcohol is one of VicHealth’s five strategic imperatives identified in our Action Agenda for Health Promotion to improve the health of all Victorians. To achieve this goal, VicHealth is committed to influencing drinking cultures to encourage more Victorians to drink less.
This research sought to explore how participation in Hello Sunday Morning (HSM) impacts drinking behaviour among Victorians, and the motivations, barriers and enablers experienced by Victorian HSM users during their engagement with the program. VicHealth funded the Centre for Alcohol Policy Research (part of Turning Point at the time) to undertake this research, with results finding that HSM is likely to be an effective mechanism both for reducing an individual’s drinking, and for changing the way that people think about alcohol – both important steps towards re-shaping cultures of drinking.
2015 – Online self-expression and experimentation as ‘reflectivism’: using text analytics to examine the participatory forum Hello Sunday Morning
University of Queensland
Hello Sunday Morning is an online health promotion organisation that began in 2009.
Hello Sunday Morning asks participants to stop consuming alcohol for a period of time,
set a goal and document their progress on a personal blog. Hello Sunday Morning
is a unique health intervention for three interrelated reasons: (1) it was generated
outside a clinical setting, (2) it uses new media technologies to create structured forms
of participation in an iterative and open-ended way and (3) participants generate a
written record of their progress along with demographic, behavioural and engagement
data. This article presents a text analysis of the blog posts of Hello Sunday Morning
participants using the software program Leximancer. Analysis of blogs illustrates how
participants’ expressions change over time. In the first month, participants tended to set
goals, describe their current drinking practices in individual and cultural terms, express
hopes and anxieties and report on early efforts to change. After month 1, participants
continued to report on efforts to change and associated challenges and reflect on their
place as individuals in a drinking culture. In addition to this, participants evaluated their
efforts to change and presented their ‘findings’ and ‘theorised’ them to provide advice
for others. We contextualise this text analysis with respect to Hello Sunday Morning’s
development of more structured forms of online participation. We offer a critical
appraisal of the value of text analytics in the development of online health interventions.
2014 – Rethinking social marketing: towards a sociality of consumption
Journal of Social Marketing
Purpose – The purpose of this paper is to explore how members of an online alcohol reduction
community learn, construct and engage in alcohol reduction consumption consistencies.
Design/methodology/approach – Blog data from 15 individuals participating in the online
community of Hello Sunday Morning were collected and analysed. Informants also participated in a
series of in-depth interviews to gain a self-reflective perspective of alcohol reduction action, activities
Findings – The findings indicate learning of new alcohol reduction consumption consistencies occurs
through three modes or learning infrastructures: engagement, imagination and alignment, enabling a
collective sense of connection in the creation of new alcohol-related rituals and traditions, competency
of practices and transmission of values and norms beyond the community.
Research limitations/implications – The results underscore the need for social marketers to
recognise learning of alcohol reduction behaviour is continually negotiated and dynamically
engendered through socially reproduced conditions, responses and relationships.
Originality/value – This study contributes to the transformational potential of social marketing
situating behaviour change as a social interaction between actors within a dynamic market system.
Keywords Culture, Alcohol, Behaviour change, Habits, Community of practice,
Paper type – Research paper
2014 – Profiling Hello Sunday Morning: Who are the participants?
University of Queensland
Background: To profile the demographics, goals and alcohol consumption of participants in Hello Sunday Morning, an online forum discussing experiences in abstaining from alcohol.
Methods: All participants in Hello Sunday Morning were invited to enter demographic, self- reported goals and alcohol consumption data. We report on data from 3037 participants. Main outcome measures are age, gender, country of residence, self-reported goals and alcohol consumption measures (AUDIT).
Results: 64% of Hello Sunday Morning participants were under the age of 40. Participants were more likely to be female and riskier drinkers than other treatment seeking populations.
Conclusions: Hello Sunday Morning attracts a unique population of heavy drinking participants. Future research is needed to examine whether participants’ self-reported alcohol consumption changes after participation.
2013 Research report: Measuring blog engagement and social impact
University of Queensland
In this study, three separate but similar analyses were conducted in order to determine which factors influence the content produced by HSMers. The main aim of this research was to determine which factors influence the content produced by HSM users.
An analysis of Victorian Hello Sunday Morning blog content
HSM is a blogging website that supports people to stay sober for a self-determined period of time. Those who sign up instantly have a platform and network to discuss their transition to abstinence, creating an environment that enables people to change their drinking behaviour and attitudes associated with alcohol. Despite HSM seeing rapid growth in its uptake, little research has been undertaken to investigate the impact of HSM in altering drinking behaviours and attitudes. The aim of this project is to therefore analyse how participation in HSM impacts drinking behaviour among Victorians and to explore the motivations, barriers and enablers experienced by Victorian HSM Users during their engagement with the program.