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BINGE DRINKING BACKGROUND INFORMATION

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					BINGE DRINKING BACKGROUND INFORMATION High-risk drinking and its related consequences remain a serious problem at institutions of higher education, including Ohio University and numerous other universities nationwide. The unhealthy attitudes that students' display in relation to drinking has encouraged these universities to enforce a conscious effort toward implementing programs and policies designed to " reshape the physical, social, legal and economic environments in which students make decisions about alcohol use."1 The Social Norms Marketing Research Project (SNMRP) developed the national marketing campaign aimed at reducing high-risk drinking among college students called Just The Facts. The campaign is raiding thirty-two college campuses nationwide in an effort to "correct student misperceptions regarding the number of their peers who engage in high-risk drinking, to decrease rates of high-risk drinking among college students and to affect behavior through shifting normative expectations about drinking. This research study, funded by the National Institute on Alcohol Abuse and Alcoholism and the U.S. Department of Education, aims at revealing both more accurate perceptions of alcohol consumption on campus and decreasing high-risk drinking."1 To take a closer look, Ohio University also believes that underage drinking and excessive drinking are problems for too many students on campus and aspires to curb this problem for the health and safety of the students. The city law enforcement agencies, State Liquor Control Agencies and the University team up together to protect and educate students, display campaign material and provide training to stop the problems of underage consumption and binge drinking. Programs and projects to control underage drinking are the educational program "Making/Breaking Habits" and the "Bring Your

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Own Judgment" campaign that works with students, faculty, staff and community members concerned with binge drinking on campus. Also, the Binge Drinking Prevention Coalition, now known as CARDD (Coalition Advocating Responsible Drinking Decisions) brought by the Division of Student Affairs, are all well represented and wellknown on Ohio University's campus to promote and sponsor responsible drinking decisions among students. Other universities both near and far are jumping on the non-excessive and nonbinge drinking bandwagon. Ohio State University has implemented the alcohol-free stadium policy and recently limited the amount of alcohol available in surrounding areas. They are also working toward renovating local areas to provide alcohol-free entertainment options for students to enjoy. On a similar note, the University of Minnesota is restricting alcohol marketing and promotion in the athletic arenas with the hopes to decrease the popular conception that alcohol and athletes go hand in hand.

RELEVANT BINGE DRINKING STATISTICS The following statistics were used in the Survivor campaign from a national survey of college students conducted on the premise of binge drinking.  “Alcohol is now a factor in 40% of all academic problems and in 28% of all college dropouts”  “The more college students drink, the more likely they are to be injured, commit suicide, get pregnant or contract an STD”  “The average college student will spend $625 on books this year, but several times that much on alcohol”  “Long term effects of excessive drinking show up about 20 years after drinking”  “Of college women, 35% now say they drink „Just to get drunk‟”  “55% of date rape victims had been drinking prior to the incident”

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4/20/01 Social Norms Marketing Research Project (www.edc.org)

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PROBLEM DEFINITION The problem to be addressed is the drinking has become excessive on Ohio University's campus and many drinkers view themselves as "responsible," while in fact they qualify as binge drinkers.

OBJECTIVES
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Target college students (primarily ages 18-24) on Ohio University's campus, in the academic year of 2001-2002, in order to generate awareness of excessive drinking and alcohol abuse Target college students (primarily ages of 18-24) on Ohio University's campus, in the academic year of 2001-2002, in order to familiarize students and make them understand what characterizes a person as a binge drinker Create attention and generate awareness to these problems by utilizing a powerful “Survivor” theme through multiple forms of media and integrated marketing To change Ohio University students‟ perspectives on non-excessive and nonbinge drinking by 3-5% Provide students with positive alternatives to binge drinking and produce action by swaying students away from drinking related entertainment and activities Ultimate Objective

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The ultimate objective of this campaign is to expose students to the problem of excessive drinking and get them to comprehend, agree and retain the provided information in order to promote positive reinforcement and decision-making

TARGET AUDIENCE The target audience for the Survivor campaign is geared toward college students primarily in the age range of 18-24 on Ohio University's campus for the academic year of 2001-2002.

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BUDGET PLAN The budget plan for the Survivor campaign is structured in a strategic and sensible manner incorporating the Objective and Task method. The campaign is designated $1000 to be allocated in a systematic way amongst various media methods. The following figure details the approximate breakdown of our funds:
BUDGET PLAN TOTAL $1000

$100 $475 $400 $25

Commercial T-Shirt Posters Table Tents

To itemize the media methods of our budget more specifically, the following are calculations that collectively make up our $1000 budget:  Commercial = $475 for time slot on the public access channel at Ohio University and minimal cost for set-up and delivery of the commercial  T-Shirt= $25 for the cost of the shirt and the imprinting of the logo and slogan  Posters= $400 for the cost of the 200 poster boards with logo and slogan at $2/ poster  Table Tents= $100 for the cost of 303 table tents with logo and slogan at $.33/ table tent

MESSAGE STRATEGY The message strategy that is implemented in the Survivor campaign is:

"Your Health …Your Life …Your Choice. Be Responsible. Be A Survivor"

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This slogan is designed to be short and to the point with the intention to be easily recalled, recognized and remembered. The following is a visual representation of the Survivor logo.

MEDIA DELIVERY The media delivery that fits our budget is chosen to effectively reinforce the Survivor campaign message in accordance with our goals and objectives to promote nonexcessive and non-binge drinking among Ohio University students. The Survivor campaign will integrate television commercial, posters and table tents as the main publicity generating tactics to support the importance of drinking responsibility among students. For the sake of promotional events, a Survivor designed T-shirt will be on display with the intention of generating attraction toward the campaign and it's purpose. In the event that the T-shirt appeals to students as a possible commercial item to be purchased, then consideration will be given to petition for a possible budget extension. The television commercial will be a low budget commercial appearing on the public access channel at Ohio University. It will be designed, produced and starring

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college students in a "home video" format showing the consequences of binge drinking in harmony with the "Be A Survivor" theme. The posters and table tents will both display the Survivor logo, message and statistics designed to catch the students‟ attention. The plan is to produce 200 posters that will be dispersed strategically and consistently throughout the campus classrooms, buildings, on the street corners and in local shops where Ohio University students can easily view them. About 303 table tents will be created and distributed to the five main dining halls, in which they can be displayed on the tables for students to recognize and read.

IMPLEMENTATION AND EVALUATION We have accomplished our goals and objectives through a modern and innovative marketing strategy. The Survivor campaign, with the use of multiple forms of media and integrated marketing tactics, has the ability to generate awareness of excessive drinking and alcohol abuse among college students ages 18-24. The campaign will familiarize students with the understanding that a "binge drinking" is defined as having five drinks in a row for men, four for women at least once within a two week period. The use of television, posters and table tents, displaying the Survivor theme, is a positive way of creating attention and building awareness toward the problem of binge drinking among college students. Making students alert of the consequences of alcohol abuse will trigger them to sway away from drinking related entertainment and promote more constructive activities. Ultimately, the goal of the Survivor campaign is to expose students to the problems of excessive drinking and help them to make responsible decisions about drinking.

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Using the world-renowned television series, Survivor, as the basis for our campaign theme and as our message strategy has allowed our message to be accepted and recognized by our target audience. Choosing the reality-based television show, Survivor, as the basis of our campaign was done so with the intention of reflecting that excessive drinking and binge drinking are reality-based problems facing real life students at Ohio University. We followed the same format as the Survivor television series slogan “Outwit…Outlast…Outplay” but altered it to “Your Health…Your Life…Your Choice” to coincide with binge drinking theme. We can only hope that the impact that the Survivor "binge drinking awareness" campaign has on our target audience will be as powerful as the impact of the Survivor show.

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