Business and Management INK

College Drinking Prevention: A Social Marketing Approach

March 19, 2013 861

Editor’s note: We are pleased to welcome Erika Beseler Thompson, assistant director for Alcohol and Other Drug Abuse Prevention Programs at North Dakota State University. Her article, “The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors,” co-authored by Frank Heley, Laura Oster-Aaland, Sherri Nordstrom Stastny, and Elizabeth Crisp Crawford, all of NDSU, was published in the March 2013 issue of Social Marketing Quarterly.

smqIn the spring of 2010, the NDSU President’s Council on Alcohol and Other Drugs enlisted the help of communication students in Dr. Elizabeth Crawford’s advertising practicum course to create a social marketing campaign that focuses on reducing the consequences of students’ high-risk drinking decisions. This “Before One More” campaign was intended to help students understand when one more drink can become one too many, and teaches them how to make lower-risk decisions related to alcohol consumption.

The council was thrilled to have students involved in the creation and implementation of this campaign and felt this involvement and the resultant enthusiasm would lead to a more impactful campaign and reductions in high-risk drinking behaviors. We decided to assess the campaign to determine whether it was impactful in its current form or if changes were needed.

The study findings confirmed what we had suspected – using students to tailor socially relevant messages for their peers led to increased acceptance and fit of the message. Unsurprisingly, we also found that the more interactive elements of the campaign were more engaging to students and those students who were already low or moderate-risk drinkers (versus abstainers or high-risk drinkers) were most affected by the campaign messages.

The results of this study have been used to make changes to the “Before One More” campaign to increase its appeal and effectiveness with our students.

Click here to read the paper, “The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors,” in Social Marketing Quarterly.

Business and Management INK puts the spotlight on research published in our more than 100 management and business journals. We feature an inside view of the research that’s being published in top-tier SAGE journals by the authors themselves.

View all posts by Business & Management INK

Related Articles

Challenging, But Worth It: Overcoming Paradoxical Tensions of Identity to Embrace Transformative Technologies in Teaching and Learning
Business and Management INK
March 27, 2024

Challenging, But Worth It: Overcoming Paradoxical Tensions of Identity to Embrace Transformative Technologies in Teaching and Learning

Read Now
Data Analytics and Artificial Intelligence in the Complex Environment of Megaprojects: Implications for Practitioners and Project Organizing Theory
Business and Management INK
March 21, 2024

Data Analytics and Artificial Intelligence in the Complex Environment of Megaprojects: Implications for Practitioners and Project Organizing Theory

Read Now
Putting People at the Heart of the Research Process
Business and Management INK
March 20, 2024

Putting People at the Heart of the Research Process

Read Now
Coping with Institutional Complexity and Voids: An Organization Design Perspective for Transnational Interorganizational Projects
Research
March 19, 2024

Coping with Institutional Complexity and Voids: An Organization Design Perspective for Transnational Interorganizational Projects

Read Now
Empowering David: How Smaller Firms Reconfigure National Dependency on Foreign Multinationals in the Era of Disruptive Technological Change

Empowering David: How Smaller Firms Reconfigure National Dependency on Foreign Multinationals in the Era of Disruptive Technological Change

In this article, Sonja Avlijaš, Pavle Medić, and Kori Udovički reflect on foreign direct investment (FDI) and the way it impacts the development of political economies.

Read Now
The Complexities of Making Key Career Decisions

The Complexities of Making Key Career Decisions

practice. Career decision-making is a process that is difficult to analyze because it is much more complex than selecting the best option in a one-off choice.

Read Now
Revolutionizing Management Research with Immersive Research Methods

Revolutionizing Management Research with Immersive Research Methods

In this article, Anand van Zelderen, Nicky Dries, and Elise Marescaux reflect on their decision to explore nontraditional research.

Read Now
0 0 votes
Article Rating
Subscribe
Notify of
guest

This site uses Akismet to reduce spam. Learn how your comment data is processed.

0 Comments
Inline Feedbacks
View all comments