ERIC Number: ED335718
Record Type: RIE
Publication Date: 1991-May
Reference Count: N/A
First You Have To Get Their Attention: A Case Study of an Alcohol Awareness Campaign Designed for and by College Students.
Lederman, Linda Costigan
An alcohol awareness campaign was designed and implemented as a collaborative effort between communication majors at Rutgers University participating in an organization simulation and a prevention specialist from the Center for Alcohol Studies. College seniors participating in a semester-long organizational simulation called Lindlee Enterprises designed the "RU Aware?" campaign to modify the existing image of alcohol as a medium for personal and social fulfillment. The simulation began at the beginning of the semester with a training period during which positions were assigned. Later, Lindlee conducted an employee (student) survey on alcohol awareness. Jobs assigned to the students included promotion and production, research, training, fundraising, and personnel. The students distributed newsletters and information sheets, and participated in such activities as a Mocktail party. In addition, they developed a hotline, the response rate of which exceeded the use of an official health hotline at the university. The students had to learn about excessive alcohol use to design the campaign, and what started out as a campaign for others came to have personal significance to those working on it. The experiences of the students in this case study suggest that students can be provided with information, and that information is power. (Twenty-four references are attached.) (PRA)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Sponsor: Fund for the Improvement of Postsecondary Education (ED), Washington, DC.
Authoring Institution: Rutgers, The State Univ., New Brunswick, NJ. School of Communication, Information, and Library Studies.
Identifiers: Collaborative Learning; Rutgers the State University New Brunswick NJ
Note: Paper presented at the Annual Meeting of the International Communication Association (41st, Chicago, IL, May 23-27, 1991).