Explanation of Messages - Peripheral & Central Route Processing

• Message #1: Uses a fear-inducing message. It explains all of the negative consequences that can occur as a result of binge drinking. The negative consequences (such as possible car accidents, health risks, loss of license, etc.) are likely to occur if the individual does not drink responsibly. If an individual does not engage in binge drinking, it is likely that the negative consequences will not occur. There are also specific steps that can be followed, such as setting a limit of how many drinks you will have in one night, not playing drinking games (a form of binge drinking), which is likely to make a person drink more than they normally would.
• Message #2: Uses a simple message, paired with distractors in order to induce peripheral route processing. Peripheral route processing is when an individual barely thinks about the message and makes a snap decision. One way of achieving this is by using distractors. In our message, we decided to use several pictures of car crashes in order to distract the viewer and used the simple message of "Don't Binge Drink." This makes the viewer really pay attention to the images and jsut simply accept the message for what it is.
• Message #3: Uses a complex, two-sided message in order to appeal to central route processing. Central route processing involves thinking a lot about the message and then making a decision. We decided to use common myths about binge drinking (one side) and then disprove the myths (the other side). This will force the person to think about the message a lot, because it is probably things that they have been told in the past and believed to be true and finding out that they are not will hopefully make them look at binge drinking differently.

The Truth About College Drinking

The Truth About College Drinking

Though it may seem like drinking is the most prevalent activity among college students from day one, if you take a look around at a party everyone may not be as drunk and out of control as you think. The only people who are out of control wasted are the small majority and are hurting themselves and others. The truth is no matter what anyone says to you, out of control binge drinking on college campuses is not all its cracked up to be...

What some of your friends might say:

"Everyone drinks heavily at parties so they can relax and hang out."

REALITY: Though many people use alcohol to help loosen them up in social situations, if you'd stop drinking for a second to take a closer look, you'd realize that most people are not drinking heavily. There are only a few people who really get trashed at parties, lose control, embarrass themselves, or endanger their lives.

Solution: Why binge drink? If you are of legal age and in college drinking responsibly can help make social situations more fun but don't risk lives and embarrassment by going too far!

"I'm having as much fun as I can while I'm in college. As soon as I graduate I'll get my act together."

REALITY: If you want to succeed in the real world think about this, your liver and alcoholism don't know when you graduate! Drinking and hangovers can keep you from going to class, studying or even getting involved in carreer oriented clubs or internships that could help you in the future. Your GPA still counts and companies and graduate schools will definitely be looking at it. Is drinking really worth losing out on a great job or opportunity?

Solution: Drinking enough to impede your future is just dumb! Be smart, you are at school for a reason and there is no reason you can't drink responsibly! Try getting a good internship instead of another 6 pack.

"I'm more fun when I drink."

REALITY: Do you like taking care of someone who is throwing up on you, slurring their speech, falling all over the place and keeping you up all night? Believe us, neither do any of the other thousands of college students around the country! There is a big difference between laughing with someone and laughing at someone. Do you really want to be someone's entertainment?

Solution: Don't act the fool! You are not more fun when you are drinking heavily, just more fun to make fun of. Be smart, don't binge drink and you won't end up the butt of everyones jokes.

Animation message

Effective Fear Inducing Message w/

BINGE DRINKING ON CAMPUS:

IS THIS WHERE YOU WANT TO END UP AT THE END OF THE NIGHT?

The above picture is a real life scenario which millions of college students go through each year.

Do you want this to be you? No one enjoys hovering over a toilet seat (especially a college dorm toilet) or ending

up in the hosital to get a tube stuck down your throat, in order to have your stomach pumped, due to alcohol abuse.

1. Alcohol abuse, or "binge drinking," will result in nothing but real-life negative consequences in your life, such as the following: serious injuries from auto injuires, arrest for DUI/OUI, loss of license, loss of employment, loss of respect, loss of close relationships with friends and family members, loss of independence/freedom, expensive fees associated lawyer's fees, cout fees,

mandatory alcohol abuse classes, public transportation fees, etc.

2. It is very likely that you will face negative results due to binge drinking on campus if you don't adapt the following behaviors: assigning a designated driver and not drinking and driving, controlling your drinking habits by only drinking to the limit that your body will allow, drinking to a reasonable limit so you wont lose relationships with significant others (see ad below)

"LIPS THAT TOUCH LIQUOR SHALL NOT TOUCH OURS"

If you want to keep that special woman in your life, then you should stay away from alcohol...because it harms not only yourself, but all of those around you.

3. If you dont't binge drink, it is very likely that you will not experience any of the above mentioned results. Instead you will live a furfilling life full of positive consequences.

4. There are several steps you can follow to avoid this behavior and they are the following:

-Joining some sort club/group on campus which will help keep away from the pressure to binge drink;

-Don't play drinking games (beer pong, flip cups, card games, etc); and

-Set a limit for how many drinks you are going to have.

Explanation of Messages - Conditioning & Source Credibility

• Message #1: Uses classical conditioning, which is repeatedly pairing a new stimulus with a stimulus that already reduces a response, in order for the new stimulus to produce a similar response. We did this by pairing Brad Pitt (an attractive celebrity) with the message that he is successful because he does not binge drink; therefore if an individual does not binge drink, they will also be successful.
• Message#2: Also uses classical conditioning by pairing a dog (which is something that most people like and have as a pet) with the idea that binge drinking could potentially harm your pets.
• Message#3: Uses intensity, which is the idea that the more perceptually intense a message is, the stronger the effect will be. To promote intensity, we decided to portray the message that each year, thousands of children lose a sibling to drunk driving, which is often caused by binge drinking. The message also shows a picture of several children to help the person viewing the message picture exactly the intensity of the message.
• Message #4: Uses repetition, which is the idea that the more frequently we see an ad pairing a product with something positive, the stronger the pairing will be in our minds. Therefore, in our message we repeatedly used the word friend in order to promote the idea that if you love your friend you shouldn't binge drink.
• Message #5: Uses subliminal persuasion, or messages that are too subtle to notice and shows an image of bottles of alcohol, with the words "Don't Binge Drink" subtly placed within the image.
• Message #6: Uses a credible communicator, because the charactertistics of the source affect how much it will persuade a person. Therefore, we decided to use Dr. Phil to explain the effects of binge drinking, because he is a "doctor" who many people see as credible and many people also trust his advice. He also has expertise on many topics, including binge drinking.
• Message #7: Again uses a credible communicator. In this case we decided to use Lane Garrison, an actor on Prison Break, because he was involved in an incident in which he drove drunk, bought alcohol for minors, and ended up killing a young person because of being drunk. Therefore, he is someone who has "expertise," because he has first-hand experience of the possible negative effects and consequences of drinking irresponsibly.

Subliminal Messages

Prison Break star Lane Garrison - Lives Ruined by Drunk Driving

Prison Break actor Lane Garrison was charged with vehicular manslaughter in the December death of 17-year-old boy. On Dec. 2, the actor was driving his Land Rover SUV with three teenage passengers when the vehicle struck a tree, killing passenger Vahagn Setian. There were also two 15-year-old girls in the car - one is recuperating at home with a fractured pelvis and shattered arm and the other was not seriously injured. In an exclusive interview with PEOPLE magazine, Garrison said, "I pray every day for all the families involved," and "I realize I will live with a sense of guilt for the rest of my life."

Police later said Garrison had more than twice the legal blood-alcohol level at the time of the crash.

Garrison recoded a powerful and graphic public service announcement with the hopes of preventing people from driving drunk. The PSA includes realistic footage of a drunk driving accident and clips of Garrison's emotional plea.

Garrison's message is:

"Just don't drink and drive, it's not worth it, it's just not worth it."

Many drunk driving accidents are a result of binge drinking.

SAVE A LIFE. THINK BEFORE YOU DRINK.

To see Garrison's PSA, visit: http://www.youtube.com/watch?v=wPhIEyQ52og

Classical Conditioning

TOO MUCH OF THIS

WILL LEAD TO THIS

Poor Dog

DON'T BINGE DRINK!

Repetition Message

You love your Friend, You don't want to lose them.
Then don’t Binge Drink!
You love your Friend, You don't want to them to leave you.
Then don't Binge Drink!
You love your Friend, You want them to respect you.
Then don't Binge Drink!
You love your Friend, You need your friend.
Then don't Binge Drink!

Thousands of Children Lose a Sibling to Drunk Driving Each Year

Drinking and driving is the leading cause of death for Americans 17-24 years old.

70 people die each day in America in drunk driving accidents.

And sadly, thousands of children lose a sibling each year to drunk driving.

Many of these are direct results of binge drinking.

BE RESPONSIBLE. THINK BEFORE YOU DRINK.

Brad Pitt doesn't binge drink - why should you?

This message shows an attractive person (Brad Pitt) paired with the message that it's not good to binge drink.

Message from Expert Communicator

America's Favorite Doctor has this to say about binge drinking:

• Although college students commonly binge drink, 70% of binge drinking episodes involve adults over age 25 years.
  
• College students who first became intoxicated before age 19 are more likely to be alcohol dependent and frequent heavy drinkers. These younger drinkers are also more likely to report driving after drinking, riding with a driver who was drinking or drunk, and sustaining injuries after drinking alcohol that required medical attention.
  
• Students attending schools with high rates of binge drinking experience a greater number of secondhand effects such as disruption of sleep or study; property damage; and verbal, physical, or sexual violence than those attending schools with low rates of binge drinking.
  
• Binge Drinkers are 21 times more likely than non-binge drinkers to have:
  Missed class
  Fallen behind in school work
  Damaged property
  Been hurt or injured
  Engaged in unplanned sexual activity
  Not used protection when having sex
  Gotten in trouble with campus police
  Driven a car after drinking

HISTORY OF COLLEGE DRINKING ON CAMPUS

The above image shows how alcohol on

campus results in negative consequences

College Students and Drinking

A Commentary by NIAAA Director Enoch Gordis, M.D.

It is clear that an overwhelming number of college students, many of whom are below the minimum drinking age, use alcohol and that the pattern of binge drinking is widespread among our college campuses. Binge drinking is of particular concern, not only because of its risks to the drinker but because of the problems it causes for those around the drinker. Research on the extent of the problem is detailed and persuasive. Unfortunately, comparatively little evidence exists about which interventions would be successful if applied widely and at an acceptable cost. Not only must future research inform us on effective interventions, but other questions must be answered that involve both science and social policy. For example, proscribing alcohol on campus may drive students onto the highway with risk of crashes. Risk of this complication might differ between urban and rural schools. Restrictions on advertising are not only of unknown impact but raise issues of rights of expression because many students are 21 or older. Even when these questions are answered, within any campus administration, faculty and alumni may differ on the degree to which schools are obligated to act as surrogate parents and on which measures are acceptable. We have much to learn.

History of College Drinking Fatalities~

Feb. 12, 1988 - James Callahan, an 18-year-old Rutgers University student, dies after consuming 24 ounces of hard liquor in less than an hour as part of a pledging ritual at the Lambda Chi Alpha fraternity, according to an April 26 article in The Record. A separate article reported on Aug. 28 that this incident prompted a five-year shutdown of his fraternity.

Oct. 18, 1988 - Joel A. Harris, an 18-year-old student at Morehouse College and one of 19 students pledging for Alpha Phi Alpha, collapses and dies after drinking and being beaten during pledging rituals, a July 24, 1990 article in the Los Angeles Times said.

Aug. 30, 1989 - Following several alcohol-related deaths in fraternities nationwide, Zeta Beta Theta and Theta Kappa Epsilon fraternities decide to end pledging, reported an article from USA Today on Aug. 30, 1996.

April 1994 - Terry Linn, a 21-year-old member of Delta Chi, dies attending "Hell Night" rite of passage party at Bloomsburg University as a result of alcohol poisoning, reported an article from The Daily Item in April. Linn's blood alcohol level was 0.40.

March 1995 - The Chi Sigma sorority of Bloomsburg University was suspended, pending investigation for possible hazing violations after a pledge sister had to be hospitalized for alcohol poisoning. The pledge had "chugged" about a half bottle of vodka through a funnel type device, according to an article in the Chronicle of Higher Education on May 12, 1995.

November 9, 1996 - Eight students at Frostburg State University are charged with manslaughter in the alcohol poisoning death of 20-year-old John Eric Stinner. The college first-year had consumed at least six beers and 12 shots of vodka in two hours at a party. His blood alcohol level was 0.34, three times the legal limit, said a Feb. 10 article in the Newark Star Ledger.

June 1997 - In Orland Park, Ill., one of high school cheerleader Elizabeth Wakulich's associates dared her to swallow a quart of liquor that was more than 53 percent alcohol. The 16-year-old Wakulich vomited, went into a coma and died later the same day. Her blood-alcohol level was almost four times the legal limit for driving.

Aug. 26, 1997 - Benjamin Wynne, a 20-year-old Louisiana State University student and Sigma Alpha Epsilon plegde, dies of acute alcohol poisoning as a result of a fraternity drinking binge at several parties. Wynne's blood alcohol level was measured at 0.588, six times the legal limit, according to an Aug. 30 article in the Advocate in Baton Rouge.

September 29, 1997 - Scott Krueger, a 18-year-old Massachusetts Institute of Technology first-year student, went into a coma and eventually died after suffering from serious alcohol poisoning at a fraternity party.

September 1997 - Adam Prentice, 21, a junior at the University of Massachusetts, was drinking during a homecoming celebration and died after crashing through a greenhouse roof.

September 1997 - Chad Denison, 20, a junior at the State College at Cortland, died after falling down a flight of stairs the morning after a beer party at an off-campus apartment.

September 1997 - Meaghan Duggan, 17, of North Andover, Mass., drank beer at a party, fell down a staircase, fractured her skull and died.

September 1997 - In Sylva, N.C., 15-year-old Timothy Charles Hensley fell unconscious and died after heavy drinking at a party in a public park. Medical investigators discovered his blood-alcohol level was almost five times the legal limit for drivers

October 1997 - Jonnathan Thomas, 19, his life was taken by a person who decided to empty a few kegs one night at a "Golden Sushi" party held on campus.November 1997 - Daniel Kinback, 18, a high school honor student passed out in a car after binge drinking with friends. Alone in the cold, he choked on his own vomit.

October, 1998 - Courtney Cantor, 18, a freshman had just pledged the Chi Omega sorority, who's promising life ended tragically when she fell from a sixth-floor window in her dormitory room to a loading dock at the University of Michigan's Mary Markley residence hall.

December, 12, 1998 - Allan Hewer, 24, died of alcohol poisoning. His blood alcohol level was .40
January, 1999 - Adriane Allen, 20, a Ferris State University student, died from massive head and internal injuries suffered due to a three-story fall.

Alcoholism Publications

The Alcohol Policies Project is a leading advocate of decreasing binge drinking and drunk driving among young people.

They have published several works that will help families and businesses with actions to take against these matters.

Such publications are:

Last Call for High-Risk Bar Promotions That Target College Students
$10.00

State Alcohol Taxes and Health: A Citizen's Action Guide
$10.00

Adolescent Responses to Televised Beer Advertisements: Children of Alcoholics and Others
Free

National Campaign for Alcohol Health Warning Signs Campaign Kit
Free with a self-addressed stamped envelope.

Mad at the Ads! A Citizens' Guide to Challenging Alcohol Advertising Practices
$4.00

Double Dip: The Simultaneous Decline of Alcohol Advertising and Alcohol Problems in the United States
$4.00

More information about the publications can be found on the Alcoholics Policies Project website at http://www.cspinet.org/booze/bznindex.htm


Comment about whether you would like your school should distribute the materials to students and the surrounding community.

technological fixes used to try to reduce binge drinking on college campuses

What are Technological Fixes?

Technological fixes are when technology is used to to fix a problem or the negative consequences of a problem. For example, putting fluoride in drinking water as a way to stop tooth decay. Below are some examples of technological fixes that have been developed in order to reduce binge drinking and/or its effects. As you read through them, think about how successful they might be at reducing binge drinking (specifically on college campuses).

Breathalyzers and ID scanners

In an article that we found on the George Washington student newspaper (GW Hatchet) site, the school decided to use breathalyzers and ID scanners as an "appropriate" measure to ensure the safety of students, according to Brian Hamluk, director of the Center for Alcohol and other Drug Education. However, the school has ensured that Student Judicial Services will not use the results of breathalyzer tests as a way of taking disciplinary action against students suspected of underage drinking. According to the article, the breathalyzers will not be used as a way of catching or stopping students, but will be used just as a way of determining the students intoxication level and whether or not the student needs medical attention.

iBreath - an attachment for your iPod

Another interesting technological fix that we found is the iBreath.
The product turns a person's iPod into an alcohol breathalyzer. The accessory costs $79 and plugs into the base of the iPod. The person using the iBreath simply exhales into the device and the internal sensor measures the blood-alchohol content. It displays the results on an LED screen within two seconds. If there is a reading of .08 or above, the device sets off an alarm.

Educational CD-ROM

Developed by a health professor at the University of Illinois, Alcohol 101 is a new CD-ROM designed to combat binge drinking. The CD-ROM functions as a digital orientation for college freshman on "smart partying."

Pill that stops binge drinking

According to recent research, there is a new pill that could stop binge drinking habits in just a matter of days.
The pill is called Naltrexone and has been shown to cut in half the amount that people drink and cut the number of heavy drinking sessions by 70 per cent after 12 weeks. It is thought to work by altering brain chemicals in order to reduce the craving for alcohol and making users feel they have drunk enough.


The Question:

The question is, do any of the technological fixes actually work? Would you feel OK with your school administering breathalyzers if you are even suspected of possibly drinking too much? Do you think taking a pill would help solve the problem of binge drinking?