TABLE OF CONTENTS
[Content]
Cover
Technical Report Documentation Page
Acknowledgements
Executive Summary
1. Introduction & Background
Background
Measurement Issues Concerning Student Alcohol Use
Project Objective
General Approach
Value of Partnerships
2. Baseline and Problem Identification Survey
Sample
Interview procedure
Dealing with students thought to be at risk due to excessive alcohol consumption
Questionnaire
Pre-survey news conference
Concerns and cooperation of university officials
Findings
Sample characteristics and representativeness
Weighting
Any drinking
Heavy drinking
Drinking among demographic subgroups
Time of night
Football weekends
Drinking location
Transportation mode: drivers, passengers, pedestrians
Perceptions of drinking norms
Implications
3. Program Development
A Social Norms approach
Exaggerating the problem can exacerbate it
An inclusive approach
Development of the UNC-CH "2 out of 3" program
Developing/refining the basic message
Program structure
New Student Alcohol Awareness Presentation
Poster Incentive Campaign
Sticker incentive campaign
Support media
News conference
Newspaper ads
Web site
Impact of data collection activities on awareness
4. Follow-up BAC Survey
Study Design
Characteristics of sample
Program awareness
Sources of information about program
Message understanding
Message belief
Believers vs. non-believers
Direct evidence of program effects
Measured Drinking
Drinking driving
Change in self-reported behavior
Indirect evidence of program effects
5. Discussion and Conclusions
Novelty and benefit of using BAC data
Importance of an integrated program
Program message recognition
Non-believers
Addressing the fact that drinking for many college students is illegal
Encouraging news about drinking driving
Need to sustain program
Conclusions
References
LIST OF TABLES
Table 2.1 Demographic characteristics of survey sample compared with student population at UNC-CH, Fall 1997
Table 2.2 Blood alcohol concentration of students by time of week (percent)
Table 2.3 BAC distribution for "binge" drinkers*
Table 2.4 Proportion of respondents with BAC above three thresholds on football Saturdays vs other Saturdays
Table 2.5 Percent of respondents with BAC above .00 and .08 by mode of arrival
Table 4.1 Timeline for "2 out of 3" Project
Table 4.2 Characteristics of 1997 and 1999 samples (percent)
Table 4.3 Source of information about "2 out of 3" fact by class year (percent)
Table 4.4 Percent of respondents with BAC above three thresholds
Table 4.5 Number of alcohol-related student incidents reported to university authorities
LIST OF FIGURES
Figure 2.1 Diagram of on-campus routes followed by data collection teams
Figure 2.2 Proportion of students with BACs above three thresholds by time of night
Figure 3.1 Program logo
Figure 3.2 Clip from video showing students being intervieweed about drinking at UNC-CH
Figure 3.3 Interactive demonstration of the "2 out of 3" fact at new student orientation session
Figure 3.4 Card handed to students and parents as a reminder of the "2 out of 3" fact
Figure 3.5 Poster displayed in common areas of residence halls
Figure 3.6 Poster distributed to individual student rooms in freshman residence halls
Figure 3.7 Sticker distributed at various campus locations
Figure 3.8 First student newspaper advertisement
Figure 3.9 Second student newspaper advertisement
Figure 3.10 Third student newspaper advertisement
Figure 3.11 Screen shot from web site showing feedback made available to students about the "2 out of 3" program
Figure 4.1 Non-belief in Accuracy of "2 out of 3" by Number of Drinking and Heavy Drinking Nights in Past Two Weeks
Figure 4.2 BAC distributions comparing those who believed the "2 out of 3" fact was accurate with those who did not
Figure 4.3 Student newspaper ad to provide feedback to students about results of 1999 BAC survey
