final plans book submission

Alcohol Abuse Prevention onWestern Michigan University’s

CAmpus

Clockwork Research Group

The American Journal of Public Health Research published a study by Western Carolina University entitled National College Health Assessment Measuring Negative Alcohol-Related Consequences among College Students. This study focuses on alcohol-related conse-quences exhibited in college students. The study found female college students were more likely to experience negative alcohol-related con-sequences than their male counterparts. Additionally, females might be more likely to feel guilt or regret after a night of drinking. Avoiding negative alcohol-related outcomes was reported more important to fe-males than males. Based on this research, females might be more open to the campaign to reduce high-risk drinking habits.

Based on prior research studies, it is evident students are not lacking in knowledge on the subject of alcohol consumption. Students have the knowledge they need to make the decision on whether or not to drink, they choose to drink based off external factors other than their educa-tion.

In addition, the outcomes of educational programs show no effect or a negative effect on participants’ drinking habits. Research proves that the typical awareness efforts produce small effects on behavior. Therefore, focusing solely on educating students will not produce the results de-sired. Having a school-sponsored intervention in place would have a greater impact than purely targeting alcohol use on campus.


0 10 20 30 40 50 60 70 80

1992-‐1994

2012-‐2013

%Liquor

%Wine

%Beer

Beer, $1,206,822,000

Liqour, $688,153,300

Wine, $569,750,800

*2013 Stagnito Publishing Co.

*2014 The National Association for Business Economics

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College students participate in many different activities while attending a university. An overwhelming majority participate in some form of alcohol consumption, even though majority of students are under the legal age to drink (Spellings, 2008). According to the Monitoring the Future Survey in 2006, 40 percent of college and university students have participated in high-risk drink-ing.

Furthermore, 42 percent of participants reported consuming more drinks during their 21st birthday than their previous lifetime maximum (Brister, Sher, Fromme, 2011). New Insights on College Drinking in 2013 identifies an emerg-ing way to intervene with college drinking habits is to focus on the events, not the people; therefore, focusing on a 21st birthday event might be more effective.

This sestemic problem has been well documented by various research institutions. According to the U.S. Department of Justice in 2011, roughly one in seven college stu-dents reported having 10 or more drinks in a row at least once in the prior two weeks, and 5% reported 15 or more drinks in a row. Also, drinking by college students aged 18-24 contributes to an estimat-ed 1,800 students deaths, 590,000 injuries, 690,000 alcohol-involved assaults, more then 97,000 cases of sexual assualt or date rape each year.


Treatment For Alcohol Problems: An Unmet Need

19% of college students ages 18-24 met the criteria for alcohol abuse or dependence.

5% percent of these students sought treatment for alcohol problems in the year preceding the sur-vey.

3% percent of these students thought they should seek help but did not.

*U.S. Department of Health and Human Services National Institute of Health

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Clockwork Research Group 3

In a study conducted by North Dakota University focused on students turning 21, high risk drinking was researched for this particular birthday celebration. Due to the high volume of alcohol consumed on this birthday, brought upon by culturally rooted traditions, alcohol poisoning is a major concern for academic institutions nation wide. Out of 263 participants, roughly ten have observed alcohol-poisoning symptoms in fellow students (SD 5.19).

According to a study published by Oster-Aaaland et. al., and the Jour-nal of Consulting and Clinical Psychology, 3,720 participants (2,518 of them having turned 21) engaged in the study. 85% of females and 80% of males have participated in drinking to celebrate a 21st birthday celebration. In addition, females reported drinking 11.4 drinks and males reported drinking 14.6 drinks during a 21st birthday celebra-tion. Out of 2,084 participants, 12% of both male and female birthday drinkers reported consuming exactly 21 drinks. Additionally, 22% of male birthday drinkers and 12% of female birthday drinkers reported consuming more than 21 drinks.

The study found 68% of female and 79% of male birthday drinkers had eBACs of 0.08 or higher and 35% of female and 49% of male birthday drinkers had eBACs of .26 or higher. A drink is defined as a 12-oz can or bottle of beer. or wine cooler, a 4-oz glass of wine, or a shot of liquor straight or in a mixed drink.

Alcohol-free options

Based on the findings from The Alcohol Prevention Coalition and Penn State, their late night participants were significantly less likely to heavily drink. Similarly, the University of Michigan found the same thing through their program called UMix Late night that rein-forced students’ healthy drinking behaviors. UMix Late Night is an alternative program held on many Friday nights from 10:00 p.m. to 2:00 a.m., which is considered prime drink-ing hours. The events offered free food and entertainment. The program was developed to give students alternatives to drinking. Most of the students reported not drinking on the Friday nights, and the ones who did report of drinking, indicated that they drank less on the nights they attended UMix.

So the question is do these events help reduce alcohol use among moderate or high risk drinkers, or if they simply attract lower risk drinkers and abstainers. Whatever it is, it is clear that substance free options reinforce the healthy behaviors of moderate drinkers and abstainers by sending the message that administrators are willing to invest resources into these healthy activities. There is also some evidence among the student alcohol policy vio-lators and students that have received medical attention for alcohol consumption that being a part of and enjoying alcohol free options may reinforce students’ decision to change their drinking behaviors.


A Birthday for Brad

Be Responsible About Drinking Foundation:

McCue

related to celebrating his 21st birthday

about him and a message encouraging cele brants to drink responsibly

*Psychology of Addictive Behaviors

“At the University of Memphis, Murphy’s team is further personalizing BASICS by adding a one-hour supplement during which clinicians talk to students about their goals for college and beyond and then show them how their drinking patterns fit in with those aspirations. A student who wants to be a lawyer, for instance might be given information abotu a pre-law club as well as the GPA typically needed to get into law school and to earn his desired furture salary.” *New insights on college drinking” Anna Miller

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According to State University of New York’s publication on Alcohol Problems and Solutions, college students who receive a birthday card for their 21st birthday alerting them of the dangers of alcohol poisoning may be less likely to have a high-risk birthday cele-bration. A survey of 1,731 Michigan State University students found that those who had received the card were 6% less likely to get drunk on their birthday.

experience of this social issue

resources toward this particular social marketing endeavor

involvement of and in social media

funds

partnerships

perceptions of Western Michigan University being a binge drinking campus

breweries

companies and organizations currently addressing

groups and other university subject matter expertise

as “Wastern”

the students to resist the competing behavior

participating in the competing behavior

reinforce the competing behavior is a normal part of college life


Strengths Weaknesses Opportunities Threats

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The defined target audience is WMU students aged 18-21.

Geographic:Non-native and native midwestern WMU college studentsSping 2015 Undergraduate population: 14,303 Kalamazoo City Population: 75,000Students living in both urban and rural areas with a northern climate

Demographic:Male and female 18-21 years old currently attending WMU. Students are currently working one or two jobs in their spare time in addi-tion to being a student.Racially diverse studentsSmall or no family size since they are independently here at WMUStudents that are typically pursuing an Undergraduate degreeGeneration Y and Millennials

Behavioral:Students who are social, and enjoy being around their peer groups for enter-inment purposes. Students attend sporting events, greek sponsored events, and volunteer in their community.

Psychographic:Students who use alchol for depression, addictive personalities, or for positive consequences such as social interactions with peers. Students are usually are in an upper lower or middle social class.


*PRIZM Nielsen Pop-Facts Demographics 2014

Young Urban Renters ranks near the bottom for income and income-producing assets. Members of this segment are younger, single, and ethnically diverse. Many are raising small children in one parent households. They're still paying off student and per-sonal loans as well as installment credit used to furnish their new city apartments. Despite having low rates for buying insurance products, consumers here have begun exploring auto, medical, and renter's coverage. With their limited financial resources, they're much more likely than average Americans to spend their leisure time indoors--listening to the radio or going online to visit chat rooms and job websites. Young Urban Renters is one of the top segments for reading parenting, music, and women's fashion magazines.*PRIZM Nielsen Pop-Facts Demographics 2014

We collected 20 in-depth interviews from WMU students across campus discussing their alcohol habits and other ideas associated with drinking. Through these interviews, we received an in-depth look at what students though about drinking habits with themselves and other students.

60% 25%

15%

Binge Drinking Defined

Time Focused

Blacking Out

Other

Positive Outcomes Negative Outcomes

When respondents discussed 21st birthdays, we found that they have adopted a “rite of passage” idea behind it. 100% of students who discussed 21st birthdays in their interview explained the idea as a “rite of passage when you turn 21.” Therefore, they have also adopted the idea that because they have turned the legal age to drink they must take advantage of that right fully by getting the most drunk they could possibly get on free drinks. Through the idea that people always buy drinks for the birthday person, we believe these “influential others” who are buying the drinks are the ones who should be held more responsible for level of intoxication of the birthday person.

“I think 21st birthdays are the most common binge drinking events. A lot of people on their birthday… the goal is to take 21 shots.” (Freshman female)



We administered a survey to WMU students to collect primary quantitative data to get a look at their drinking habits. 413 students responded to the survey. Based on the results, we can get see the habits in which they participate frequently. There is a relatively even distribution between both male and female respondence surveyed.

0.00% 2.00% 4.00% 6.00% 8.00%

10.00% 12.00% 14.00% 16.00% 18.00% 20.00%

Less than 10%

21-‐30%

31-‐40%

41-‐50%

51-‐60%

61-‐70%

71-‐80%

81-‐90%

More than 90%

Percentage of all college students who par3cipate in binge drinking.

Responses

Demographics:

52 percent of respondents reported in pre-drinking before going out socially with friends. In addition, 47 percent of respondents report-ed drinking at least one alcoholic beverage 1-2 nights a week. When asked about their peers’ drinking habits, 16 percent believed 61-70 percent of WMU students participate in binge drinking (consumed 4 to 5 drinks).

32 percent of students also reported consuming at least 3-4 drinks on a typical night. Due to this trend and the negative perception of high risk drinking among WMU students, many negative conse-quences have formed. The respondents reported the following ac-tions as likely to have happened after a night of drinking: to pass out or black-out (33 percent), vomit (30 percent), do things they might regret later (37 percent), to try smoking or other drugs (27 percent), and to get into an argument (36 percent) to name a few.

In addition, 71 percent of students reported consuming more drinks than usual on someone’s 21st birthday. Furthermore, 47 percent reported getting drunk on a 21st birthday is expected behavior. 8


The primary focus of this campaign is to reduce the high risk drinking behavior spe-cifically of individuals who are having and participating in their 21st birthdays.

This particular custom is known for carry-ing a heavy focus on excessive drinking to celebrate ones coming of legal age to par-ticipate in drinking. Also, this campaign is designed to reduce the amount of alcohol and peer pressure from influential others towards the 21st birthday participant.

The purpose of this social marketing campaign is to reduce WMU students’ (19-21) consumption of excessive amounts of alcohol in short periods of time. This age range targets the core of college aged students, and we believe that this is the primary age group to study for excessive alcohol consumption and the reduction efforts that we plan to deploy. With high risk behaviors such as excessive drink-ing, students are more likely to act on other risky behaviors (i.e. unprotected sex, drinking & driving, etc.)

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negative consequence of drink-ing high amounts of alcohol in short periods of time specifically on an individual’s 21st birthday party.

safe amounts of alcohol on a 21st birthday is still fun.

WMU students who partici-pate in high risk drinking in short periods of time on a 21st birthday celebration.

amounts of time on 21st birthdays by 25%.

which drives them towards taking on more respon-



The negative social side effects of not partaking in the competing behavior, whether it be binge drinking in gen-eral or specifically on an individual’s

birthday

Not being able to partake in the per-

Being able to partake in the perceived fun activities

The positive social side effects of participating in the competing behavior

Increase safety and quality of life

Saving time and money on poten-tial penalties and fines

Sober experiences that result in easier to remember and more posi-

tive outcomes

Social group(s)Peer groups

Family Prior engagements

Role model influences

We want Western Michigan University students between the ages of 19-21 to know that partaking in safe drinking habits versus drinking high amounts of alcohol in short periods of time, spe-cifically on their 21st birthday parties, increases their quality of life and health.

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Product

Price

Core –Preventing high risk behavior related to drinking large quantities of alcohol in a short amount of time

Augmented - Creating an environment where new 21 year olds conduct themselves responsibly given the current cultural expectations of turning 21.

Actual – Partnerships with lo-cal bars willing to participate in

behaviors of new 21 year olds in their establishment.

Non-monetary incentive: - Hangover-free mornings -Responsible decisions- Academic & professional success

Monetary incentives – - Saving money (alcohol costs)- More money for alcohol free activities

Non-monetary disincentives – -Physical harm-Psychological harm-Damaged relationships-Social Embarassment

Monetary disincentives – - Fines (law enforcement)- Bank over-draft fees- Property damage costs.


WMU’s campus will be used as a medium to transfer vital information to our target audience via our 21st Celebration Ineractive Course

Social media

promotion

restaurant participating in the individuals 21st birthday

Place

– - “A night you won’t forget.”-”A night you want to remember.”

– - - Educational Institutions- Bar staff

and other media devices that

tagline -”A night you want to remember.”

Communication Channels Education sponsored events and locally sponsored events

Promotion


of time on their 21st birthday.

You will still have a good time in a social setting with friends while also being safe and experi-encing less side effects the next morning from a 21st birthday outing.

from WMU students and faculty.Relatable, realistic, heartfelt and proactive

Posters around campusEmails on 21stBirthday cards on 21stPackage deal with Wayside

Social mediaCampus activities Promotion deals for food

“The magnitude of problems posed by excessive drink-ing among college students should stimulate both

improved measurement of these problems and efforts to reduce them.”

-Ralph W. Hingson, Sc.D., Member, NIAAA Task Clockwork Research Group

negative

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“A night you want to remember” 21st B-‐day celebra;on

Drink Responsibly

FRONT

16

FRONT

21st Birthday Interactive Course

For our interactive 21st birthday course, we will give a thoughough educational look at the backbone of our marketing strategy. Through the course we will educate students on the dangers of high risk drinking while celebrating their 21st birthday. We will include statistics, an explanation of B.R.A.D., and describe different types of drinking behaviors post turning 21. At the end there will be an interactive part for the students to answer questions presented in the course. In return for taking this course in its’ entirety, the student will recieve a free meal at the program’s partnering bar.


Item Fall-‐ 2015 Spring-‐ 2016 Summer-‐ 2016

I II

Fall Welcome August 28-‐29 N/A N/A N/A

Classes Begin 8-‐Sep 11-‐Jan 9-‐May N/A

Final Exam Week December 14-‐18 April 25-‐29 N/A 30-‐Jun

Semester Ends 19-‐Dec 30-‐Apr 29-‐Jun N/A

19-‐Aug

Holidays & Recesses

Thanksgiving 25-‐Nov

Spring Break March 7-‐11

Fall Welcome

during move-in

Campus Special coupon booklet)

FYE interactive learning on dangers of high risk drinking and what to expect (must have a relatable and fun instructor – possibly opportunity for upper classman to get involved and volunteer time) **One Class Only

On-Campus Advertisements

and end of all semesters)

Off-Campus Promotions

Actual Birthday Marketing

Safe Summer Initiative before school gets out

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Through reviewing “Sample Alcohol Abuse Prevention Campus Programs” we have analyzed several university programs deployed to help prevent alcohol abuse in their student populations.

Rice University’s Promotion and Publicity campaign consisted of:

Budget:

Colgate University’s Promotion and Publicity campaign con-sisted of:

Budget:

University of Texas at San Antonio Promotion and Publicity Campaign:

“Campus Crawl: underage drinking, drinking games, and alcohol poisoning.” Budget:


First Class Mail Stamped Large Postcards:- Fall 2014 Freshman Enrollment was 4,123

E-card Option: Digital cards sent to students through their Western Michigan University email account.

Informational Sheet:

T-shirt Cost:

Food-Donated Appetizer from Wayside for participation in alcohol educational course for 21st birthday.

$1,000.00

$2,020.00

$480.00

$412.30

T-Shirts

Birthday Cards

Social Media

Food Cost

Informational Sheets

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Purpose of EvaluationWe are evaluating this campaign in order to help decide how to allocate funds for future campaign implementation and to see how the campaign

and WMU’s 21st Celebration Interactive Course. The feedback from the students through the course will be beneficial to see how the respondents compare to their results when they took the first alcohol edu course their freshman year.

Social Media Measurements

21st birthday based on the WMU database. In addition, we will have him retweet Sindecuse Health Center’s tweets about safe drinking and birthday fun. They can tweet articles about fun ways to celebrate birthdays and oth-er health related issues. Sindecuse Health Center’s current following is 487. We expect they will have an increase in followers through President Dunn’s retweets.

We can take note of the follower and interaction level of students with Wayside. Wayside’s current following is 555. Through the promotion, we believe they will be able to increase their followers to that of their compet-itors, such as Grotto at 1,226 followers, but attract students who have the intention of drinking in a safe manner.

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Clockwork Research recommends the following steps for optimal campaign effectiveness by following this marketing campaign strategy for the particular social issue of high risk drinking relating to 21st birthday parties.

segmentation by implementing follow-up surveys and interviews.

such as, Western Michigan University and the local community.

determine furture changes (The 21st Birthday Interactive Course).

to utilize for overall success. (i.e. Social Mention,

crease in customers who are participating in safer drinking habits (Decrease in negative actions performed by the patrons celebrat ing the 21st birthday).

By conducting the research outlined in this marketing plan, we expect to instill a positive behavioral trend concerning high-risk drinking among WMU students. The importance and research of this topic is paramount to improving the quality of health and safety of young adults who are turning 21 years of age.

The future research of this social issue needs to revolve around the ongoing cultural influences in the American youth and their social networks.

21Clockwork Research Group

“Alcohol Prevention; Using Alcohol-Free Options to Promote a Healthy Campus Environment.” The Alcohol Prevention Coalition. Print.

Brister, Heather A., Kenneth J. Sher, and Kim Fromme. “21st Birthday Drinking and Associated Phsyical Consequences and Behavioral Risks.” Psychology of Addictive Behaviors 25.4 (2011): 573-82. Proquest. Web. 23 Feb. 2015.

Keywords: College; Alcohol; Prevention; Intervention; Policy

Crump, Amanda. “Binge Drinking Detrimental to Academics and Health.” Western Herald [Kalamazoo, MI] 13 Apr. 2015: Print.

Fisher, Deborah. “Environmental Strategies to Prevent Alcohol Problems on College Campuses.” Pacific Institute for Research and Evalua-

Hanson, David. “Dangerous Alcohol Drinking Abuse on 21st Birthday.” Alcohol Problems and Solutions. State University of New York, 1

Lewis, Melissa a., et al. “21st Birthday Celebratory Drinking: Evaluation of a Personalized Normative Feedback Card Intervention. “Psychol-ogy of Addictive Behaviors 22.2 (2008): 176-85. Proquest. Web 23 Apr. 2015

22Clockwork Research Group

National Institute on Alcohol Abuse and Alcoholism. U.S. Department of Health and Human Services, National Institutes of Health, -

Rutledge, Patricia C., Aesoon Park, and Kenneth J. Sher. "21st Birthday Drinking: Extremely Extreme." Journal of consulting and clinical

Spellings, Margaret. "Alcohol and Other Drug Prevention on College Campuses: Model Programs." U.S. Department of Education Office of Safe and Drug-Free Schools 2008 Update (2008): 2,5,10. Department of Education. U.S. Department of Education. Web. 14 Feb. 2015.

Substance Abuse and Mental Health Services Administration. (2006) Results from the 2005 National Survey on Drug Use and Health: National Findings (Office of Applied Studies, NHSDA Series H-30, DHHS Publication No. SMA 06-4194). Rockville, MD

Budget References:

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