Abstract

Thailand’s temporary abstinence campaign aims to persuade drinkers to abstain from alcohol for three months during Buddhist Lent. In recent years, a decline in the popularity of the campaign has been observed. This study aims to determine factors associated with success in complete abstinence during the campaign period and to determine whether the associations change over time to provide insight into the decline in complete abstinence. This study analyzes pooled data of 5898 current drinkers from three waves (2015, 2018, and 2021) of the campaign evaluation survey. The primary outcome is complete abstinence during the campaign. Multivariable analysis indicated that campaign media exposure was associated with complete abstinence (OR, 1.42; 95% CI 1.17–1.72). Similarly, the year 2018, older age, lesser drinking frequency prior to the campaign, and higher level of affordability were positively associated with complete abstinence. There was a statistically significant interaction between year and drinking frequency prior to the campaign (p < 0.001). The decline in complete abstinence was plausibly explained by reduced campaign media exposure, increased drinking frequency among drinkers, and the 2021 period effect (presumably COVID-19). Diversifying campaign media distribution across traditional, community-based, and digital platforms may enhance the campaign’s success by ensuring wider exposure to campaign messages.