Changing the culture of college drinking : a socially situated health communication campaign / Linda C. Lederman, Lea P. Stewart.

Includes bibliographical references and indexes.

Foreword / Gustav Friedrich -- 1. The culture of college drinking : a health communication issue -- 2. Baseline data collection : conducting a needs assessment before designing a health communication campaign -- 3. The conceptual model : college drinking as socially situated experiential learning -- 4. Campaign language : understanding how to get students to personalize campaign messages -- 5. The design of the RU SURE campaign : the top ten misperceptions media campaign -- 6. Implementation of the campaign : a curriculum infusion design -- 7. Interpersonal strategies for campaign message dissemination -- 8. Continuous evaluation of the campaign -- 9. Unanticipated results : the impact of campaign message on the messengers -- 10. The RU SURE game of choices and consequences : a 1-hour brief intervention alcohol decision-making tool -- 11. Extending the campaign and its socially situated experiential learning approach to other campuses -- 12. An integrated environmental framework : education, prevention, intervention, treatment and enforcement / Fern Walter Goodhart and Lisa Laitman -- 13. An overview of the social norms approach / Alan D. Berkowitz -- 14. Managing multicampus campaigns using a social norms approach / Linda R. Jeffrey and Pamela Negro -- 15. A case study in using a social norms approach within a brief intervention for identified high-risk students / Patricia Fabiano -- 16. Drinking stories as learning tools : socially situated experiential learning and popular culture / Thomas A. Workman.

"The RU SURE campaign is a dangerous drinking prevention campaign developed after a decade of research on alcohol-related behavior at Rutgers University and is based on Lederman and Stewart's Socially Situated Experiential Learning (SSEL) Model." "This book describes the development of this campaign including its theoretical framework and innovative design. Suggestions are also given for implementing a similar campaign on other campuses. As a result, the volume adds to the work on alcohol prevention on college campuses and creates a safer learning environment for all students."--BOOK JACKET.