Changing the Culture of College Drinking: A Socially Situated Health Communication Campaign

Lederman and Stewart (The Center for Communication and Health Issues, Rutgers University) describe how they created a communication campaign designed to prevent dangerous drinking at their university campus, and give suggestions for implementing a similar campaign on other campuses. Their campaign, RU SURE, was named a model program in 2001 by the US Department of Education. The campaign combines social norms messages with interpersonally based experiential activities delivered by students to their peers. Annotation ©2004 Book News, Inc., Portland, OR