Consequences of alcohol and drug abuse are focus of "We Can 2000" campaign

Project Characteristics Program Areas Targets hard-to-reach/at risk population Innovative or non-traditional approach Easy to replicate Alcohol and Other Drugs Targeted Audience Jurisdiction Youth Community

Goals

• Correcting student misconceptions of alcohol and other drug use norms
• Increasing student awareness of the academic and health consequences of alcohol abuse and other drug use
• Limiting student access, and restricting the availability of alcohol and other drugs to students
• Promoting self-regulatory behavior

Strategies

The Prevention and Wellness Services Office at Western Washington University initiated the WE CAN 2000 campaign. The office's primary strategy was to shift efforts from the more traditional alcohol information campaign, to a social norms marketing. The marketing program consisted of an advertising campaign that featured information on student alcohol use. The ads pictured students with whom the target audience could identify and provided information on what constitutes "one drink." The ads also provided credible sources for the data listed within the text of the poster. The ads, which were market tested with a minimum of 100 students, were placed in the student newspaper, on campus bulletin boards, and in residence halls.

Results

• Statistics indicated a reduction of 20 percent in high risk consumption rates
• The percentage of students who perceived other students as drinking heavily once a week or more decreased from 89% in 1997 to 45% in 1998