The proposed study aims to understand the existing attitude of young people in Kerala, India, towards alcohol use and to assess the long-term efficacy of Phygital Social intervention to shape and maintain a negative attitude towards alcohol use to prevent underage alcohol use and early onset of alcohol-related disorders. Across the world, studies show that an attitude shift in young people is needed and implies an intervention at the social level. Young people are the future productive members of our nation, and their health and well-being are essential. Underage drinking may cause harm to an adolescent’s neurodevelopment, and it is
Alcohol is not cool
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