Changing the Culture of College Drinking: A Socially Situated Health Communication Campaign (Lind)

Quantity in Basket:none Code: 1-57273-592-9 Price:$69.50 Title: Changing the Culture of College Drinking Sub-title: A Socially Situated Health Communication Campaign Publish Date: 2005 Pages: 320 Format: Cloth

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Reducing dangerous drinking on college campuses has received a great deal of attention from prevention specialists, researchers, and college health professionals. A variety of efforts have focused on the problem. This book describes an innovative way to approach the problem of dangerous drinking among college students and describes an award winning prevention campaign. The RU SURE Campaign is a dangerous-drinking prevention campaign developed after a decade of research on alcohol-related behavior at Rutgers University and is based on Lederman and Stewart's Socially Situated Experiential Learning (SSEL) Model. The innovative nature of this campaign combines social norms messages with interpersonally based experiential activities delivered by college students to their peers. In this way, students become the co-creators and carriers of carefully designed prevention messages and, thus, create a more credible campaign for a college audience. This book describes the development of this campaign including its theoretical framework and innovative design. Suggestions are also given for implementing a similar campaign on other campuses. In this way, the volume adds to the work on alcohol prevention on college campuses and creates a safer learning environment for all students. Contents: Foreword, Gustav Friedrich. BACKGROUND OF THE RU SURE CAMPAIGN. Brief Overview. The Culture of College Drinking: A Health Communication Issue. Baseline Data Collection: Conducting a Needs Assessment Before Designing a Health Communication Campaign. The Conceptual Model: College Drinking as Socially Situated Experiential Learning (SSEL). DESIGN AND IMPLEMENTATION OF THE RU SURE CAMPAIGN. Brief Overview. Campaign Language: Understanding How to Get Students to Personalize Campaign Messages. The Design of the RU SURE Campaign: The Top Ten Misperceptions Media Campaign. Implementation of the Campaign: A Curriculum Infusion Design. Interpersonal Strategies for Campaign Message Dissemination. OUTCOMES OF THE CAMPAIGN. Brief Overview. Continuous Evaluation of the Campaign. Unanticipated Results: The Impact of Campaign Messages on the Messengers. The RU SURE Game of Choices and Consequences: A One-Hour Brief Intervention Alcohol Decision-Making Tool. Extending the Campaign and its Socially Situated Experiential Learning Approach to Other Campuses. THE LARGER CONTEXT FOR PREVENTION: INVITED CONTRIBUTIONS. Brief Overview. An Integrated Environmental Framework: Education, Prevention, Intervention, Treatment, and Enforcement (Fern Walter Goodhart and Lisa Laitman). An Overview of the Social Norms Approach (Alan D. Berkowitz). Managing Multi-Campus Campaigns Using a Social Norms Approach (Linda R. Jeffrey and Pamela Negro). A Case Study in Using a Social Norms Approach Within a Brief Intervention for Identified High-Risk Students (Patricia Fabiano). Drinking Stories as Learning Tools: Socially Situated Experiential Learning and Popular culture (Thomas A. Workman). References. About the Authors. Author Index. Subject Index.