Raising More Voices Than Mugs
Changing the College Alcohol Environment Through Media Advocacy

DISCLAIMER
This publication was prepared by Holly Richardson of the Advocacy Institute, 
with funding support from the Fund for the Improvement of Postsecondary 
Education, Drug Prevention Programs in Higher Education, U.S. Department of 
Education, and is distributed by the National Clearinghouse for Alcohol and 
Drug Information, a service of the Center for Substance Abuse Prevention, U.S. 
Department of Health &  Human Services.  It is designed to stimulate discussion 
and advance prevention of alcohol and other drug problems on American's 
campuses.  This publication does not necessarily reflect the views or policies 
of the Department of Education or the Department of Health & Human Services.

TABLE OF CONTENTS

ACKNOWLEDGEMENTS . .i
FOREWORD . .ii
ABOUT THIS GUIDE . .iii
INTRODUCTION . .iv
PART 1

Changing The Campus Alcohol Environment . .1
The Campus Alcohol Environment . .1
Mixed Messages on Campus . .2
College Campuses are Part of the Community . .3
Campus Environment and the Social Culture . .3

PART 2
Using The Media For Alcohol Policy Reform On Campus . .5
What is Media Advocacy? . .5
Media Advocacy: Getting Started . .6
Media Advocacy: Key Elements . .9
Additional Elements of Framing . .10
Media Advocacy on College Campuses: Opportunities and Barriers . .12

PART 3
Gaining Access To The Media: Tools For Success . .14
Letters to the Editor . .14
Op-Eds or Opinion Articles . .17
Seizing and Creating Media Opportunities . .17
Pitching a Story . .18
Editorial Board Meetings . .19
News Releases . .19
Interviews and Media Appearances . .22
Media Advocacy: Reminders . .23

PART 4
Campus Alcohol Issues And Sample Tools For Accessing The Media . .25
Alcohol Advertising and Promotion on Campus . .25
Sample Letter to the Editor, Campus Newspaper . .27
The Campus and the Surrounding Community . .28
Sample Pitch Letter, Radio Talk Show . .29
Sample Op-Ed, Local Newspaper  . .30
Availability of Alcohol on Campus . .32
Sample Op-Ed, Campus Newspaper . .33
Sample Letter to the Editor, Local Paper . .34
Sample Pitch Letter to the Editor, College Newspaper . .35
A Wider Approach to Alcohol-Related Problems on Campus . .36
Sample Letter to the Editor of Alumni, Faculty, or Parents' Newsletter . .37
Sample News Release . .38
Sample Speech Language, by a College Representative . .39
Sources for Facts Used in Sample Media Tools . .40
Endnotes . .43
Resources Referenced . .44
Appendix A - Arguments and Responses . .A-1
Appendix B - Fact Sheets . .B-1
Appendix C ? Resources . .C-1

ACKNOWLEDGEMENTS
This project was initiated in the summer of 1992 by George Hacker
while Director of Alcohol Programs at the Advocacy Institute. The
first edition of this handbook (originally titled Tackling Alcohol
Problems on Campus: Tools for Media Advocacy) was written by intern
Rachel Gold under the supervision of Mr. Hacker. Assistance on the
first edition was provided by: David Cohen, Rena Convissor, and
Holly Richardson of the Advocacy Institute; Merle Charney, American
College Health Association; Cathy Kodama, University of California at
Berkeley; Bob Ruday, University of Tampa; Philip Mellman, College of
William and Mary; Louise Stanger, San. Diego State University; David
Anderson George Mason University; Lavona Grow, U.S. Department
of Education; Cheryl Presley, Southern  Illinois University; and Barbara
Ryan, alcohol policies consultant.

The second edition, Raising More Voices Than Mugs: Changing the
College Alcohol Environment Through Media Advocacy, was edited by


Holly Richardson, Media Advocacy Associate Director of the
Advocacy Institute. It would not have been possible without the
support of the Advocacy Institute's Co-Director, Michael Pertschuk,
and Media Advocacy Director, Phil Wilbur. Lavona Grow, project
officer for the U.S. Department of Education, Fund for the
Improvement of Postsecondary Education, Drug Prevention
Programs, and Robert Denniston, Director of Public Education and
Dissemination for the U.5.. Department of Health and Human Services,
Center for Substance Abuse Prevention, also provided invaluable
assistance in this project.

Additional review and comments were provided for the second
Edition by the following: Lori Dorfman, Berkeley Media Studies
Group; Lew Eigen, National Clearinghouse for Alcohol and Drug
Information; Veronica Johnson, Advocacy Institute; Penelope A.
Norton, Central Michigan University; H. Wesley Perkins, Hobart &
William Smith Colleges; Rex Purkins, University of Nevada Las Vegas;
and Louise Stanger, San Diego State University. Their participation
and help in this project is greatly appreciated.

This publication may be reproduced without permission, but
attribution is appreciated.

FOREWORD
Welcome, fellow campus health advocates! Advocates, that is, for the reduction 
of all the social and commercial pressures to consume alcohol on our college 
campuses. And if you're already looking at this handbook, chances are good that 
you're not only concerned - but ready to do something about alcohol problems on 
your campus. You've come to the right place.

When I learned about media advocacy, I remember thinking, "This is it!" This was 
the tool I had been seeking to advocate change on my campus and in the 
surrounding community.

I started using media advocacy as a member of the student council when we were 
debating a proposal to ban alcohol sponsorship of campus organizations. Our 
proposal went down in defeat, but it was the first time the student government 
opened a public debate about alcohol promotion on campus. This was only the 
beginning to help change attitudes about the role of alcohol on campus, and our 
efforts since then have been more successful- not only on campus but in the 
larger community.

The promotion of alcohol is all around us; it's at our games, concerts, and 
celebrations. Holidays, such as Spring Break, Cinco de Mayo, and Halloween, are 
promoted as drinking festivals. Alcohol advertisements bombard us from 
billboards, magazines, college newspapers, t-shirts, and all kinds of 
promotional goodies and gimmicks. Everywhere you go or look, booze is promoted. 
And that creates an environment in which it's just plain hard to say, "No 
thanks." Raising More Voices Than Mugs gives you practical tools to fight back, 
to take action that can lead to a healthier, safer campus environment. In this 
book, you'll find vital information and step-by-step tips for media advocacy 
that you can use to take action to call attention, protest, and raise the 
consciousness of your community to set some wise policies to lower the din of 
alcohol and its promotion on and around the campus.

For ordinary citizens, media advocacy is a great tool in the alcohol control 
arena. Faculty, staff, students, and community members are all potential media 
advocates. And this handbook tells why, as it provides a new way of looking at 
alcohol problems and how to combat them. The community environment and policy-
oriented approach of media advocacy holds the potential for fundamental change 
of the alcohol environment on campuses.

And since changing that environment is important to you, this handbook's for 
you!

Annette Padilla
Chair, Student/Consumers Section
American College Health Association
1993-94


ABOUT THIS GUIDE


This guide will help prevention program coordinators and students use
media advocacy to bring attention to alcohol-related problems on campus
and help win support for the solutions, while effectively countering the
arguments of groups with differing viewpoints.

Part 1 reviews the role of alcohol on college campuses and the
problems they have in dealing with a full range of alcohol-related issues. It
suggests a broader way of looking at campus drinking and alcohol policy.

Part 2 discusses the key elements of media advocacy, steps to get
started, and the unique opportunities and barriers to media access on a
college campus. This section also offers tips for framing the issues to make
them appealing to the media.

Part 3 describes how to gain access to the media. Styles and formats of
various tools (letters to the editor and news releases) are included in this
section. The goals of a media advocacy initiative will help determine
which tool is the most appropriate and useful.

Part 4 addresses four policy areas which may be affected through media
advocacy. Each section gives additional examples of tools for accessing
the media. The examples of these tools can be easily adapted to any policy
issue. This guide discusses a limited number of tools for accessing the
media.

The Appendix contains:
* Arguments and responses for the alcohol policy debate.
* Fact sheets about alcohol as it affects specific issues on college
campuses.
* Additional resources available to help prevention advocates become
more effective in their media advocacy and policy initiatives.

The facts, language, and ideas for policy changes and media advocacy
initiatives addressed in this handbook can be applied for each campus'
particular needs.

References can be found in the endnotes. Contact resources listed in the
appendix to confirm the most current statistics.


INTRODUCTION
Media advocacy refers to the strategic use of mass media to influence a
social or public policy initiative. Media advocacy is a strategy for alcohol
policy advocates to use when trying to shape the debate of an issue and
influence decision makers about policy initiatives. Media advocacy is an
environmental strategy. that can be used on college campuses to support
alcohol problem prevention and policy development efforts.

"[M]edia advocacy is the use of media to
amplify our voices and be heard in our
efforts for change . . ."
- Media Advocacy and Public Health: Power for Prevention,
Wallack, et al.1

One of the key differences between social marketing and media
advocacy is that social marketing gives people a message in the form of
health information, but media advocacy gives people a voice to make
change through political and social action. Media advocacy gives people

the opportunity to influence what kinds of policies are implemented 'in
their communities to support alcohol problem prevention efforts.

Part of the alcohol policy/media advocate's role is illustrating the
connection between violence, academic failure, vandalism, sexually
transmitted diseases and alcohol This link can be made by incorporating
media advocacy strategies into campus prevention activities and policy
development efforts. By advocating for changes at the policy or
administrative level, campuses will begin to see results at the social and
individual level.


Part 1

Changing The Campus Alcohol Environment
Many colleges approach alcohol as a problem only of individuals. Colleges around 
the country have prevention programs for new students which speak to an 
individual's choice to drink or not to drink, sponsor an information week to 
remind students not to drink and drive, or provide intervention for individual 
problems 

"[W]e need to focus beyond the individual drinker to the broader societal? forces 
which contribute to alcohol-related problems." -Youth and Alcohol: Advertising 
That Appeals to Youth, Dr. Antonia Novello, The Surgeon General's Report, 
November 1991.2 

These programs are essential elements of comprehensive alcohol problem 
prevention efforts. They are part of a continuum which includes prevention and 
education, intervention, treatment, and after care. This handbook focuses on 
applying the strategy of media advocacy to help change the campus alcohol 
environment 

The Campus Alcohol Environment 
Alcohol-related problems on campus are influenced by many factors society, 
family, personality and addiction. A complex combination of these factors draws 
many students to alcohol and its related, potential problems.

What exactly is alcohol doing to our campuses?
* Alcohol is tied to 28% of cases of academic attrition. -Anderson, David, and 
Gadaleto, Angelo, The College Alcohol Survey, George Mason University, 1991.
* Of all binge drinkers (5 or more drinks at one time), over 80% are under 22 
years. of age. -CORE Institute, Southern lllinois University at Carbondale, IL, 
1993.
* Alcohol is implicated in 90% of all campus rapes. - Maine Campus, September 
1991, Bulletin: Take a Look at College Drinking, Office for Substance Abuse 
Prevention, April 1992.
* Alcohol is involved with 70% of violent behavior on campus. - Anderson and 
Gadaleto, Op. cit.
* 60% of -college women diagnosed with a sexually transmitted disease were drunk 
at the time of infection. - University of California, Berkeley, Consider the 
Connections Alcohol/ drugs, Sexuality/sociability, and Beyond, Consider the 
Connections Campus Index, June 1990.

(Note ~ Resources Appendix lists source; for the most current information)

Colleges should be safe, comfortable places where students thrive academically 
and grow personally and socially. But these facts - and observations by program 
coordinators and students - show that alcohol gets in the way of healthy 
academic and personal growth for many students.

Media advocacy can help turn the tide of alcohol-related problems at the same 
time it helps influence decision makers to establish or enforce public health 
policies.

Mixed Messages on Campus Colleges may have several good alcohol prevention 
policies in place (they must adhere to the Drug-Free Schools and Communities Act 
of 1986), but the effectiveness of those policies maybe reduced by cutbacks in 
security personnel for enforcement, different policies for faculty and students, 
or budget cuts in various student programs.

"Sponsorships and promotions on college campuses by alcohol producers and the 
use of celebrities and youth-oriented musical groups in advertising create a 
pro-use drinking environment." - Healthy People 2000, National Health Promotion 
and Disease Prevention Objectives, September 1990.3

"Mixed messages" are also sent to students when the administration supports an 
"alcohol awareness week," yet accepts money from beer companies to sponsor 
concerts or sporting events, or allows the college's insignia to be placed on 
beer and shot glasses sold in the campus bookstore.

National Collegiate Alcohol Awareness Week materials, produced by Anheuser-
Busch, provide a mixed message, too. Their well-known "Know When To Say When" 
slogan subtly assumes and encourages drinking ("you can't 'say when' until 
you've had a drink"), places the responsibility on the individual drinker, and 
sends a message associated With. Anheuser-Busch's product advertising.

Are the college administration's alcohol policies consistent with prevention 
efforts on campus? Do faculty serve as enablers by not holding classes or giving 
tests on Fridays, thus reinforcing the informal rule of heavy drinking by 
students on Thursday nights? Are students' abilities to make choices about 
alcohol consumption reduced by an environment that doesn't really question and 
may even promote drinking?

The job of an alcohol policy and media advocate is to point out these mixed 
messages and raise these questions again and again until effective changes are 
implemented and enforced.

College Campuses Are Part Of The Community College campuses are not isolated 
from the rest of the world. Alcohol-related problems also affect people who are 
not in college. What's going on in the neighborhood surrounding the campus that 
encourages drinking? Colleges can have tremendous power in the community to help 
make the shift from a pro-alcohol to a pro-health environment. Enlist the help 
of community members to address alcohol problems on and around campus and to 
provide the support needed for media advocacy initiatives.

"You don't necessarily need more allies? just more co-belligerents. " -former 
Surgeon General C. Everett Koop4

Media advocacy is most successful when a broad-based coalition of individuals 
and groups supports the desired policy goals. The particular goals may dictate 
which groups and individuals are invited into the coalition.



For example, if the issue is reducing sexual assault on campus by requiring beer 
kegs to be registered, likely allies might include: campus security and 
community police; sororities and other women's organizations; parents, alumni, 
and campus neighbors; and the local business community. Think creatively and 
broadly, because all areas of the community are potential allies: fraternities 
eager to reduce insurance costs, administrators trying to improve the campus' 
image in the community, area hospitals and doctors, and domestic violence crisis 
centers.

Campus Environment And The Social Culture Both written and unwritten campus 
rules about alcohol can make the college environment conducive to drinking. Cues 
from the campus environment influence students' decisions about drinking. Some 
of these cues may include where and how alcohol is available, how it is 
promoted, and where and when drinking" takes place. Is there a bar on campus? 
How many bars are within a mile of the campus? What's the campus newspaper's 
advertising ratio between books and brews? Do student organizations receive 
money from beer companies and distributors in exchange for displaying large 
advertisements? 

Collecting this kind of information also provides material that's useful during 
policy and media advocacy initiatives. Not only does it help define the problem, 
but local campus and regional information may make more of an impact on campus 
decision makers than national data. 

Social culture is also a factor in students' drinking behavior; how students 
perceive the attitudes and drinking norms of their peers is of fundamental 
importance. Research shows that students think their peers drink more than they 
actually do. This suggests that they'll drink more to fit in with the group's 
"norm."

While the goal of ~Media advocacy is always policy change, there may be 
additional benefits from the campaign whether or not the policy goals are 
achieved. Debate and discussion of the issue may create social change among 
students and reduce their misperceptions of the drinking "norm."


PART 2

Using The Media for Alcohol Policy Reform on Campus
The media are society's greatest conduit of information presenting and 
interpreting local, national, and international issues and events. Elections are 
won or lost. Media coverage influences social attitudes and decision makers. A 
successful advocate uses the power of the media to his or her advantage. 
Advocates should consider the media a tool to reach alcohol policy goals and 
part of any advocacy plan.

Publicity in and of itself, however, is not your goal.

Media coverage can focus attention on policy issues and increase an 
organization's credibility. Support for policy initiatives can increase as 
important questions and solutions come to the public's attention. However, 
getting media exposure is not an end in itself, but a means to a policy goal

What Is Media Advocacy?  
"Media advocacy is the strategic use of mass media [and community advocacy] as a 
resource for advancing a social or public policy initiative. -from Media 
Strategies for Smoking Control: Guidelines, U.S. Department of Health and Human 
Services, Public Health Service, National Institutes of Health, 1988.5


Media advocacy is one of the most effective, low-cost environmental strategies 
available to public health advocates. Media advocacy occurs whenever public 
policies are debated in the media. The media advocate's job is to shape that 
debate so the outcome will be: the desired change in the college's alcohol 
policy, a shift in the perceived norms of alcohol use on campus, and a move 
toward a non-alcohol-centered social culture.

By its very nature, media advocacy is adversarial, opportunistic, and presumes 
an opposing force, very much like a political campaign. Alcohol and drug 
prevention advocates must come up with new and interesting ways to tell the 
story (framing) so the media will cover the issue from a public health 
perspective.

Media advocacy efforts can strengthen or change campus policies. For example:
* A local TV news segment focuses attention on the advertising policy of the 
campus newspaper, pressuring the paper's staff to refuse advertisements of low-
priced bar specials.
* A press conference is held to announce the introduction of a student council 
measure which would prohibit the acceptance of alcohol industry sponsorship for 
student activities. Debate of the issue draws attention to the need for more 
comprehensive, prevention-oriented alcohol policies on campus. The restriction 
passes the following month.
* A letter to the editor of the student newspaper, supporting an effort to 
reduce heavy drinking by banning beer kegs at fraternity parties, explains the 

connection between alcohol consumption and sexual assault. 
* An op-ed piece in the campus paper discusses students' desire for more school-
sponsored, alcohol-free events and helps re-frame the debate about alcohol-
related problems from one of individual choice to the need for more" sober 
party" options on campus. The op-ed points out that fewer students drink than is 
generally believed.

Used alone, nothing in this guide is enough to bring campus-wide policy and 
cultural changes. Media advocacy is one component of an overall media strategy 
which may include social marketing, paid advertising, and public service 
announcements. Plan media activities as part of a policy initiative; the 
strategic use of mass media is just one piece of an effective advocacy campaign.

Media Advocacy: Getting Started"

STEPS INVOLVED IN MEDIA ADVOCACY

1. Define the policy goal and how media advocacy can support that goal. Five 
questions need to be addressed:
1) What is the problem?
2) What are the proposed solutions?
3) What are the group's "goals?
4) What can be achieved?
5) How can the group use the media strategically to achieve the goal?

1) Defining the problem includes gathering data in the form of published reports 
from health and safety departments, student surveys, personal observations of 
the campus environment and student alcohol use, and other resources. Before a 
solution can be developed, the problem must be clearly and accurately described. 
This information will also be useful during the media advocacy campaign to 
illustrate the issue. In addition, this local campus or regional data may make 
more of an impact on decision makers during policy debates.

2) Developing solutions that address these problems may consist of several 
policy components which can. be undertaken separately or all at the same time. 
For example, if the problem is violence among students who choose to drink, the 
solutions may include: banning beer kegs at student organization parties, 
increasing security patrols around campus, forming partnerships with student 
health services and domestic violence crisis centers to do educational 
presentations for student groups, increasing college sponsored alcohol-free 
events, and banning alcohol company sponsorship on campus. Each of these policy 
solutions contribute to the overall goal of reducing alcohol-related violence on 
campus, while attempting to alter the campus alcohol environment o.

3) Determining the goal or goals for a policy and media advocacy campaign is a 
very important step since it focuses the group's efforts toward the desired 
outcome. The group may determine that it wants to advocate for beer keg bans at 
student organizations as its first policy initiative. While the group recognizes 
that a more comprehensive approach is desirable, it believes this goal is 
achievable. The group may also want a victory at the start of the alcohol policy 
debate to help gain support for its future policy initiatives.

4) Assessing the capability and resources of an organization or coalition is 
also very important before launching a policy and media advocacy campaign. It 
maybe necessary to find other groups or individuals to participate in the 
advocacy campaign so that one individual or group is not overburdened by the 
time and personnel requirements of a campaign. Prevention program coordinators 
can help students, faculty and community members become successful media 
advocates by encouraging them to participate at all levels of a campaign: 
writing letters to the editors and news releases, serving as spokespeople, or 
pitching stories.

Start by looking at the resources already in place. Is there an advisory board 
for the organization? Can course credit be offered to students who want to 
participate in the policy initiative? Look for additional resources on campus to 
help divide the responsibilities of a successful media advocacy campaign. These 
people can also serve as "authentic voices" or spokespeople during a media event 
or interview and help share the work involved in a media advocacy initiative. 
The target audience will help determine the best spokesperson in each situation, 
since students may have more credibility than faculty when targeting the student 
government.

Some on-campus resources include: 
* Natural student leaders, which include: student government leaders, athletes, 
performers, and top students. 
* Students who have been affected by alcohol-related problems (children of 
alcoholics, students with friends who have been injured or died in alcohol-
related crashes, students recovering from alcoholism), students who want to help 
make their campus safer and more conducive to educational excellence, among 
others.
* Faculty, other staff and alumni from the communications, journalism, 
sociology, anthropology and other departments.

Off-campus groups and individuals can also provide assistance in advocacy
campaigns:

* Public relations firms can help write news releases and provide media contact 
lists.
* Police departments and hospitals can gather and provide statistics on alcohol-
related crime and injuries.
* County health departments can provide educational materials, model alcohol 
policies, local data, and other resources.


5) Strategic use of the media is the key to media advocacy. Strategic use of 
media includes: gaining access to the media and focusing the message to media 
outlets that reach the target audience; framing those messages so the problem 
and solution are well-defined and easily understood; and extending coverage and 
support of the issue until the policy goal is achieved.

"If you don't exist in the media, for all practical purposes you don't exist." 
-Daniel Schorr, News Commentator 6

While the intent of media advocacy is to support policy change or 
implementation, the campaign may also result in greater awareness of alcohol-
related problems on campus, change in the social culture and related alcohol 
consumption, and education of students and faculty about prevention options and 
treatment programs that are available.

The key elements of media advocacy are discussed in greater detail in the next 
section.

2. Understand the Local Media. 
Become familiar with the local media by watching television and reading the 
newspapers that serve the on-campus and off-campus college community. Some 
questions to ask include:
* Where do the decision makers get their information?
* What are the various media outlets? Does the campus have a newspaper? What 
about a television station or program broadcast to dormitories or classrooms? 
What are the formats?
* What are the public affairs and talk shows for the community? 
* What's the deadline, and who is the contact person, at each of these outlets?


The media advocate's most valuable asset is an informal network of media 
contacts characterized by mutual trust and respect.

* Who is covering alcohol-related topics? Create a list of the reporters and 
producers who cover topics such as crime, health, and women's issues. The 
lifestyle, business, and sports sections are also outlets for human interest 
stories or special reports that can generate broader support for a policy issue.
This type of media contact list may also be available from a local charity 
organization, the journalism department on campus, or a local public relations 
firm.
* Find out how long opinion pieces and letters to the editor in the local and 
campus papers should be for submission.

In addition to identifying media outlets, contact people and story deadlines, it 
is important to gain access to the media and understand the requirements of the 
media These key elements are part of every successful media advocacy campaign

Media Advocacy: Key Elements 
Gaining access to the media, framing the policy debate, shaping media messages, 
and presenting information in an understandable manner are all key elements of 
media advocacy.
 
Gaining access to the media is one of the first steps of a media advocacy 
campaign. This is accomplished by framing the story so the media will cover it. 
There are several ways a story can be framed for access. Some questions to ask 
in order to determine if a story will be considered newsworthy by the media 
include:
1. Is the issue controversial?
2. Is a celebrity involved?
3. Is the information timely or has the event been covered already?
4. Is the message useful and of benefit to readers, viewers, or listeners?
5. Is there human interest?
6. Is there conflict, irony, or anything unusual in the story?
7. Is this a national story that we can "piggyback" on to give a local 
perspective?
8. Is there a breakthrough in research, anniversary of a major event, or 
milestone in the number of students participating in alcohol-free events?

Framing the content, or shaping the debate, is the next step in any media 
advocacy effort. There are six components in framing a story to present it from 
a public health perspective.
1. Translate an individual problem to a social issue.

2. Assign primary responsibility.
3. Present a solution.
4. Make a practical, policy appeal.
5. Develop pictures and images.
6. Tailor to the target audience.7

Example of framing for access and content

A proposal to allow alcohol company sponsorship of a student event directly 
opposes your organization's policy goals for more alcohol-free events on campus. 
Your organization opposes this sponsorship and wants to gain media access. to 
pressure the student council to vote against the proposal.

This story is newsworthy because it contains conflict and is timely and 
beneficial to the media's audience. Your target audience is the student council 
and your media outlets include the campus newspaper and radio station. Local 
television programs, newspapers, and community radio talk shows are potential 
targets if there is little or no interest from the campus media.

You call reporters to pitch this story idea, explaining that this is an example 
of the alcohol industry (primary responsibility) co-opting the campus 
(individual problem) by offering money in exchange for students' health and 
well-being (social issue). The student council needs to fund alcohol-free events 
on campus and" find alternative sponsors (solution) so students have more 
options in their social events.

You are prepared with data and examples of campus alcohol promotions and 
students at the council meeting (visuals) to support your policy goals.

The controversy over whether or not an alcohol company will be allowed to 
sponsor the student event is newsworthy regardless of whether or not a media 
advocate is involved. However, the story may have been told differently if you 
hadn't been there to frame the story for the media.

"By presenting a problem in a specific way, the media may indeed tell people not 
only what issue to think about but how to think about that issue." - Media 
Advocacy and Public Health: Power for Prevention, Wallack, et. al.8

For example, the reporter may have covered this conflict by labeling your group 
as health fanatics trying to restrict the rights of others to have a good time 
by limiting resources for student events.

Additional Elements Of Framing Positive self-labeling and seizing the symbols of 
the debate are other aspects of framing that every media advocate needs to 
incorporate in a policy initiative. Positive self-labeling enables the media 
advocate to define the issue and to distinguish the goals and solutions from any 
groups which might oppose the effort. It is also an important aspect of making 
the issue appealing to the target audience and general public. The words and 
symbols that the group chooses should frame alcohol-related issues as public 
health and safety issues.

Examples of Positive Self-Labeling: 
Pro-health, pro-safety, pro-education instead of neo-prohibitionists trying to 
take away students' freedom of choice.

Examples of Seizing the Symbols:
Alcohol is a drug, not a food product.

Use the word " crash" instead of "accident" when talking about drinking and 
driving. (People tend to think of accidents as random, unavoidable events, 
rather than as the outcome of an avoidable, risky situation or behavior.)

We want to offer students more options, not fewer, by advocating for alcohol-
free events. 
(See Appendix A: Arguments and Responses for more examples.)

Creative epidemiology, or "social math," refers to the translation of large, 
difficult numbers or data by using. visual metaphors so they are easy to 
understand. Social math also helps frame an old story in a new way that the 
media may want to cover.

For example:
* College students consume an estimated 430 million gallons of beer, wine, and 
liquor per year. This is enough alcohol to fill 3,500 Olympic-sized swimming 
pools.
* The annual beer consumption of American college students is just short of four 
billion cans; if these cans were stacked end to end, they would reach the moon 
and go 70,000 miles beyond.
* The typical student will spend more money on alcohol than on textbooks.
* College students spend approximately $5.5 billion yearly on alcohol- more than 
it costs to operate campus libraries and fund all scholarships and fellowships 
nationwide combined. 
(from Office for Substance Abuse Prevention, Alcohol Practices, Policies, and 
Potentials of American Colleges and Universities - A White Paper, February 
1991.)

Applying national data on collegiate drinking to fit a particular campus is also 
a useful tool for localizing a national story.

For example:
* If 42% of college students nationally binge drink (drink 5 or more drinks in a 
row), and your school has 10,000 students, you could estimate that your school 
has 4,200 student binge drinkers -or almost half of the students on campus!

It is important to keep the policy goals and target audience in mind when 
applying statistics to illustrate the extent of a problem or to frame the data 
to help change the campus culture. For example, the statistic above would be 
useful to help persuade a decision maker that there is a problem on campus, if 
they haven't already recognized that fact. But if part of the goal is to change 
the perceived norm of alcohol use on campus, the statistic can be framed more 
positively by stating:

58% of our students don't binge drink. We need to offer the majority of our 
students more options for their social activities.

Media bites are short (10-15 seconds), pithy statements which succinctly explain 
the problem and solution in a clear manner. They are not campaign slogans. Media 
bites should be rehearsed, but sound like part of a conversation.

For example:
"It is irresponsible for the council to allow beer companies to sponsor the 
Spring "Fling. It sends a message to the students that alcohol is a necessary 
component for social events. One-third of the students on this campus want more 
alcohol-free activities so they can have a ball without alcohol."

Media Advocacy On College Campuses: Opportunities And Barriers
The college community provides vast resources and opportunities for the alcohol 
policy advocate. There are also barriers to media advocacy that must be 
addressed. Colleges are a microcosm of the larger society, so it can be easier 
to draw the connections between alcohol use and social problems on campus. 
However, the influence of the alcohol industry may be felt more directly than in 
the larger community.

For example, many campus newspapers are independent from the college, relying 
heavily on outside advertising for revenue. Such a paper may avoid publishing 
criticism of the advertisers' presence on campus for fear of losing ad revenue. 
On the other hand, newspapers which are maintained by the college or student 
council may not want to criticize the administration's or council's alcohol 
policies.

In either case, the college newspaper is a great resource. Letters to the editor 
stand a good chance of being published, and they reach a targeted population. 
The college paper may offer the group or individual working on alcohol problem. 
prevention space for a weekly column, editorial commentary or cartoons, or free 
space for alcohol-related facts. In addition, many college newspapers are mailed 
to alumni and parents, who are influential members of the extended community.

The best way to initiate a relationship with the campus media is to contact the 
editors and set up an appointment to introduce the contact people and group's 
objectives. If the campus paper has a faculty advisor, work with her; the 
advisor may make final editorial decisions.

Campus newspapers have high turnover in their editorial, reporting and 
managerial staff. A new editor will take over almost every academic year, and 
staff will rotate accordingly. This turnover rate can be both good and bad; 
uncooperative editors will soon be out of the picture, but helpful people may 
disappear as well. Establish contact and educate the new staff when personnel 
changes are made. Try to contact new staff as soon as they are selected - don't 
wait for the semester to begin.

Colleges have public relations and alumni offices that may be willing to help 
coordinate media events that support the group's policy goals. Framing of the 
issue will greatly influence whether or not these departments will support the 
advocacy effort. Administration-run offices may not be too helpful if the 
college is criticized publicly for its alcohol-related policies.

Be ready to face opposition Newspapers afraid of losing advertising, readership, 
or student council funding may take a contrary editorial stance. The athletic 
department which receives support from the alcohol industry and local businesses 
that generate revenue from student drinkers may oppose prevention efforts.

Don't be discouraged by resistance. Newspapers change editors, student council 
members may have friends in trouble with grades because of alcohol use, athletic 
directors may know of alcohol abuse among their star athletes, and local 
businesses and community leaders are probably tired of crime and other alcohol-
related problems.

Opponents may be loud, but supporters are out there, and will emerge from 
surprising places, willing to support efforts to implement better alcohol 
prevention policies and join the media advocacy campaign.

(See Appendix A: Arguments and Responses.)


PART 3

Gaining Access To The Media: Tools For Success

This section provides tips on how to gain access to the media by:

* Writing letters to the editor and opinion articles.
* Creating and seizing media opportunities.
* Pitching a story idea.
* Meeting with an editorial board.
* Issuing news releases.
* Giving interviews and other media appearances.

Each tool is described. in this section and examples can be found in Part 4, 
Campus Alcohol Policy Issues and Sample Tools for Accessing the Media. These 
tools can be adapted for any policy initiative.

The letters to the editor section of the campus or community newspaper is a good 
place to raise an issue, start a dialogue, or respond to an event or article. It 
is one of the most-read sections of the newspaper, particularly by decision 
makers with the power to implement or enforce policy change

Guidelines for writing a letter to the editor:


1. What is the appropriate length? Most letters are approximately 200-300 words 
long, but check with the letters editor of the campus and community papers and 
other publication outlets for their length restrictions.

2. To whom should the letter be addressed? This information may be listed on the 
letters page; if not, a short phone call to the paper will provide-all the 
needed information.

3. What news articles or letters are being published about alcohol related 
issues? If someone else makes a point in agreement with the policy goals of your 
organization, write in support of their statement; if you disagree, write in 
dissent. Letters in response to articles or letters can clarify details, point 
out facts which were omitted, or correct false or misleading information Refer 
to the article or letter by noting its title and date in parentheses. To claim 
legitimacy in both campus and local papers, include the name of the organization 
and your title. The letter can also be signed or co-signed by someone in the 
coalition, particularly if they are part of the target audience.

4. Don't overuse statistics. Do use creative epidemiology or ""social math" 
techniques for clarity.

5. Address one subject per letter. Include a brief statement of the subject at 
hand (one or two sentences at most), and assume that some readers do not know 
much about the topic or did not read the previous article or letter.

6. Don't be accusatory when writing in disagreement; simply point out 'the 
writer's errors. Send letters of response as quickly as possible; if the topic 
becomes "old news," your letter may not be printed.

Sample letter to the Editor

Your name & organization

January 30, 1994
Letters to the Editor
Local Newspaper
5678 University Street
Any City, Any State 98765

Dear Editor: 
The "war on drinks" has come to Bear College ("Reference to previous article,"
date). Rather than provide education, prevention, and treatment strategies
to deal with alcohol-related problems on our campus, the administration has
seen fit to impose punishment.

Unless the administration acknowledges the need for a campus-wide
alcohol abuse prevention program, we will continue having alcohol-related
problems.

Our society, in general, needs to look at the ways alcohol is glamorized,
encouraged, and made to look like a necessary ingredient for fun. Alcohol
beverage advertisements, sponsorships, and promotions on our campus must
stop.

It makes more sense to stop the problems before they begin. It's time for
Bear College President Joe Smith, The College News, and other concerned
students, parents, faculty, alumni, and community members to develop a
campus alcohol problem prevention program that includes banning alcohol
advertising, sponsorship, and promotion on campus.

It's time we got a healthy, brawl-free environment where learning comes
first, students can party without regrets and know it's possible to have a ball
without alcohol.

Sincerely,
Your signature
and title


Op-Eds Or Opinion Articles
(samples on pp. 30,33):

Opinion pieces, known as op-eds because they are located opposite the editorial 
page, are useful for media advocates. They are well-read and more detailed than 
letters to the editor. Op-eds are usually written by special columnists or guest 
writers.

There are various ways to publish op-ed columns about alcohol policy issues. If 
a newspaper's editorial policy does not allow guest writers, try persuading the 
editors or a columnist to cover the issue (see Pitching a Story and Editorial 
Board Meetings). If guest writers are allowed, write an opinion piece or ask a 
colleague to write one; a we11-known or popular member of the college community 
can give the piece added credibility.

Guidelines for writing an op-ed:

1. Find out the length requirements. Most editorials are three double-spaced, 
typed pages about 750 words.

2. What's the deadline for submitting an op-ed? Call the editorial staff at the 
newspaper to find out.

3. Write in a fairly conversational tone. Read other columnists for examples of 
tone.

4. Discuss one theme only, using two to five main points for support.

5. Include the source in the text as much as possible when citing facts. For 
example, a sentence might read: "A 1991 nationwide survey by Southern Illinois 
University found that one-third of college students preferred events where 
alcohol is not served."

Seizing and Creating Media Opportunities (samples On pp. 21,29,35,38):


As an alcohol policy advocate, creating and seizing media. opportunities can 
provide access points for media coverage. Be sure the media event is based on a 
legitimate and newsworthy activity; the press' time and space are limited.

Guidelines for creating media events:

1. "Piggyback" on a national news story that is already receiving media 
attention. For example, if the national news is covering the release of a 
Surgeon General's report, hold a news conference and invite local experts to 
discuss similar issues in your community.

2. Create a media event to draw attention to alcohol policy goals of your 
organization. For example, if a beer company is sponsoring a concert or sports 
event on campus, stage a demonstration or hold a press conference to protest the 
presence of alcohol advertisers on campus.

More ideas for creating media opportunities:

* A campus statue is destroyed in the night. -Use that event to draw media 
attention to the relationship between alcohol and vandalism.

* A government office releases statistics on date rape. -Frame this media story 
by applying and localizing the statistics for the campus community.
* Local police hold a sting operation at bars that sell alcohol to underage 
drinkers. -Coordinate news releases with the police department so a spokes 
person, from your. organization can, give a statement to the press.
* Drunken violence breaks out at a football game. -Frame the content of the 
story to focus on alcohol company sponsorship of the team and sports arena and 
the pro-drinking environment that creates.

Pitching A Story (samples On pp.21,'29,35,38):

Initiating news coverage, or pitching a story to persuade members of the press 
to cover alcohol-related issues or events, is part of the media advocate's job. 
Informing a reporter about a specific story and persuading them it's newsworthy 
is part of the "pitch."

Guidelines for pitching a story:

1. Have a specific topic in mind. A reporter will not respond eagerly if you 
say, "There are some serious alcohol-related problems on my campus and I think 
you should cover them." She may pay more attention if you say, "Did you know 
that at least five date rapes a semester are reported on our campus, and almost 
all of them are alcohol-related? Alpha fraternity contributes to the problem 
when it serves free shots to women every Thursday night. Students in ' Healthy 
Options are introducing an initiative at the next student council meeting which 
would require fraternities and other school organizations to stop serving free 
alcohol at their functions."

2. Stay informed of the positions and styles of, and topics covered by, specific 
reporters or producers and the media outlets they represent. Frame your story 
and pitch your idea to writers or others known to be interested in alcohol-
related issues.

3. Respect a journalist's professionalism. Don't assume they are an ally for the 
policy initiative because they appear friendly or sympathetic. The press have an 
obligation to be objective and fair.

4. Get in touch with your media contact A letter followed up by a phone call is 
one way to initiate a meeting or further communication. If initiating the 
contact over the phone, or calling them after sending a letter, always start by 
asking, "Is this a good time to tell you about (whatever the topic is)?" This 
gives the reporter or producer the opportunity to say they are on deadline and 
will call back when they have more time, or that now is a great time to talk 

about this issue.

5. A pitch letter or telephone conversation should explain concisely why this 
alcohol policy story is newsworthy - why it is interesting and timely. Introduce 
yourself, your organization, and your spokespeople or experts. Suggest credible 
sources on both sides of the issue to help the reporter follow through on the 
story. If the first reporter is not interested, go on to the next media source. 
If the story is good, someone will have space for it.

6. Follow up immediately when a reporter asks for more information.

7. Make a wide appeal. Sports, business and lifestyle reporters may be 
interested in covering alcohol as it relates to their topics, and their stories 
will reach a wider audience.


Editorial Board Meetings

Editorials are generally short opinion pieces written by the editorial board or 
an assigned reporter. Part of being a media advocate is to persuade the 
editorial board that alcohol policy issues are important and newsworthy, and to 
suggest positions they can take which support your policy advocacy efforts. This 
can be done by writing a pitch letter (see Pitching a Story) and/or asking for 
an appointment with the editors to discuss the issue.

Guidelines for an Editorial Board Meeting:

1. Every newspaper has its own method for determining what topics are covered 
and which positions are taken on the editorial page. Most editorial boards are 
open to meetings with advocacy groups; the editors of campus papers may be even 
easier to contact. If a well-known spokesperson or expert is part of the 
coalition, bring them to the meeting. No more than three people should attend 
this meeting.

2. Persuade an editorial board to take your organization's side on an issue when 
a specific alcohol-related policy is being debated. The editorial board can give 
your argument strength that may carry additional weight with decision makers.

3. Bring short fact sheets or position papers on the topic and groups supporting 
the initiative.


4. Be prepared to discuss the subject in detail, and do not be discouraged if 
the editors argue the opposing view Point. They need to think thoroughly about 
the topic in order to make a decision on their position.

News Releases (samples on p. 21,38): 


A news release is used to announce a press conference, proposed policy 
initiative, release of a report or study, or other media event. Send the news 
release to the media outlets that reach the desired target audience. Established 
media contacts should be sent a news release directly.

Guidelines for writing a news release:

1. A news release contains basic pieces of information for the event who, what, 
when, where, why, and how. The information should be written in a concise, 
simple manner. The news release should be no more than two pages long.

2. The most important information goes at the beginning of the news release. 
Very often reporters or editors will print the news release as written, and cut 
from the bottom up to fit in their allotted space for the article.

3. Include a good quote toward the beginning of the news release that helps 
frame the issue succinctly. Quotes give exposure to individuals and lend 
credibility to the media event. Quotes may be used directly by the press; be 
sure that the source wants to be quoted.

4. The text should briefly emphasize the most interesting and relevant angle of 
the event.

5. Use active verbs to keep the reader interested.

6. Make sure facts are accurate and that the release is proofread to perfection.

7. Send news releases by first-class mail or fax. Address them to the news 
director or a specific media contact If sending a release to more than one 
person at the same news organization, tell both that you've done so.


Sample News Release
Note: News Releases should be double-spaced and no more than two pages long. Due 
to space restrictions, the double-spaced format is not shown in the sample 
below.

Organization Address

Contact

Date of Release

Headline


Most Bear College students would attend alcohol-free social activities If they 
were offered, according to a survey released today by Healthy Options in 
Partying (HOP), a student-run pro-health. organization. The survey found that: 
one-third of students preferred such. activities; one-fifth of students drank 
less this year than the year before; and  one-fourth. of students would choose 
alcohol-free housing if given the option.

In response to the survey results, HOP will organize college-wide alcohol-free 
events and request assistance from Bear's administration and student government. 
HOP's first alcohol-free event is a dance concert featuring New Potato Caboose. 
Admission is free to all Bear College students and will be held this Friday, 

February 4th, at 10 p.m. in Droopin Hall.

The group is seeking $14,000 from Bear's administration for alcohol-free events. 
Last year the administration spent $30,000 on student entertainment but reserved 
only $5,000 for alcohol-free activities. HOP also called for an end to the 
sponsorship of college activities by alcohol companies.

"When beer companies sponsor a concert, we're told that beer should be part of 
the event. It makes it seem like drinking is normal in all social. activities, 
and that's ridiculous," explained Laura Olsen, a sophomore in the College of 
Business.

Edwards added: "Last year more than half of our concerts and dance parties were 
sponsored in whole or in part by alcohol companies. This year, HOP will make 
sure that things are different." HOP will lobby alternative corporations to 
sponsor events and replace funds from alcohol companies.

Others pointed out the supplemental benefits of fewer alcohol-related 
activities.

"lf the administration helps HOP, it will regain its investment quickly. More 
alcohol-free events will reduce drinking, which means less expense associated 
with vandalism, law-enforcement, personal injury, and health care," said Health 
Services Director Judith Winston, staff advisor to the student group. 

The survey posed twenty Yes-or-No questions, such as: "Do you drink alcohol?" 
"Would you attend an alcohol-free dance party?" "Has alcohol ever interfered 
with your studies?" and "Do you prefer alcohol-free social. activities?" HOP's 
survey was completed by a random, representative sample of 150 students.

End of New Release

Interviews and Media Appearances (sample on p. 29,35,38):

Media advocates are often invited to give interviews or to speak on radio and 
television talk shows. Media advocates also actively pursue such invitations. 
There are a number of ways to ensure that these public appearances go smoothly 
and successfully.

Guidelines for media appearances: 

1. Don't accept an invitation to appear on a talk show until you know the format 
of the program, who the other guests are, and what side the host might take. 
Watch or listen to the show to get a feel for the host's style. Ask the host or 
producer what kinds of questions you can expect. Make sure you feel comfortable 
with the ground rules before you accept.

2. Keep your responses short. Responses to reporters' questions should be short, 
poignant and conversational in tone. Think about how you can state your position 
succinctly and practice media bites to work into the conversation.

3. Prepare for the interview by making a list of the points you want to make, 
and don't feel shy about referring to your notes during breaks.

4. Find out as much as possible about the other speaker if you will be debating 
someone with an opposing viewpoint. What arguments is he likely to make? How can 
you counter those arguments? Rehearse your points with friends and colleagues. 
Don't come across too defensively or aggressively. Make your points calmly. You 
want the audience to like and trust you, not to perceive you as hostile.

5. Help the host of the show prepare. A few days beforehand, send the producer 
some background materials on your position and your most recent actions.

6. Take a moment to think about your answers to the host's questions during the 
interview or show. Ask her to repeat the question if you need a moment to think. 
Be honest if you don't know the answer.

7. Call or send a note to the host and producer thanking them for having you on 
the program. A well-timed phone call may provide the opportunity to get feedback 
or pitch another topic idea.


Media Advocacy: Reminders

1. Present topics that editors and reporters will consider newsworthy: 

significant, interesting and new. Competition with other current news stories, 
more traditional views of alcohol issues, and the potential boredom of the 
target audience are all barriers to successful media advocacy.

2. Be timely. Respond to upcoming or recent events. Relate your issue to current 
concerns.

3. Take a local angle. A subject which touches directly on the concerns of your 
community will be of interest to local editors; news about the college appeals 
to members of the community.

4. Frame your story; framing makes the crucial difference. Framing allows you to 
define your issue on your own terms and will determine how you, the coalition, 
and the policy issue are perceived by the audience and the press.

5. Use well-chosen facts and statistics. Facts will help organize the arguments 
and can be presented to support your position. Use statistics sparingly; choose 
one or two for any single media tool. Package statistics in easily understood, 
visual metaphors by using creative epidemiology or #social math."

6. Maintain the credibility of your argument. Be prepared to defend or explain 
your position, and try to back up your arguments with authoritative sources.

7. Select one or two members of the group to serve as media contacts or 
spokes people. List their names and where they can be reached.

8. Find well-known and respected spokespeople to lend support and credibility to 
your story or opinion.' An alumnus struggling with alcohol-related problems that 
began in college is both credible and legitimate.

9. Call on unexpected sources of support to provide an element of surprise. For 
example, the dean of the school of marketing may get more attention than the 
head of health services in condemning alcohol advertising on campus.

10. Proofread everything you and the coalition write until it is flawless. Ask 
colleagues and friends to edit your writing and make suggestions.

11. Create, practice, and use media bites. When you are interviewed, be ready to 

give these concise, catchy phrases which will stick in the minds of the media 
and the public. Media bites should be authoritative, concrete, and sound like 
part of a conversation, without sounding too flippant or rehearsed. They should 
be no longer than about 10-15 seconds.

12. Plan your media advocacy activities thoroughly. Keep your policy goals and 
target audience in mind before launching any initiative. Similarly, if an 
opinion or story similar to yours has already been covered, don't repeat what 
has been done; write a letter of support instead.

13. Be aggressive in pursuing coverage. Try several media sources for coverage, 
and if one angle fails, try another. Eventually the story will get past the 
"media gatekeepers" and into the eyes and ears of the public and decision 
makers.

14. Follow up letters and news releases with a phone call. Check to make sure 
the information reached the right person, and make yourself available for 
questions. If you give any information over the phone, follow it up with a 
written statement; include your name, address, and telephone number.

15. Suggest a public health frame for a news story whenever possible. Steer the 
reporter toward your perspective on how a certain issue should be covered.

16. Include sources for statistics and other information within the written text 
whenever possible. Fact sheets should be concise and easy to read.

17. Never exaggerate, or you will lose credibility with the media. If you don't 
know the answer to a question, offer to find out and get back to the reporter 
later.

18. Be honest.

(Adapted from: Promoting Issues and Ideas: A Guide to Public Relations for 
Nonprofit Organizations, Public Interest Public Relations, The Foundation 
Center, 1987.)


PART4
Campus Alcohol Issues And Sample Tools For Accessing The Media

This section discusses four potential areas for alcohol policy and media 
advocates to work on college campuses. 

1. Alcohol advertising and promotion on campus.
2. The campus and the surrounding community.
3. Availability of alcohol on campus.
4. A wider approach to alcohol-related problems on campus.

These are only examples of institutional goals for change different schools may 
have different policies which need to be addressed. The goal is to implement new 
policies or support existing policies that foster a pro-health environment by 
changing administrative policies or social customs that encourage the use of
alcohol.
 
These sample tools for accessing the media can be easily adapted for any policy 
issue being addressed through media advocacy initiatives. Each sample contains 
background information and framing ideas for the specific policy issue being 
addressed. (The facts and statistics used in the following samples are 
referenced starting on page 40.)

Alcohol Advertising and Promotion On Campus Giant inflatable beer bottles 
decorate campus quads. College newspapers run alcohol-sponsored "Party Pages." 
Beer companies sponsor athletic teams and sports broadcasts, then plaster their 
logos on the scoreboard. 

How does this fit into a community which is centered around academic excellence 
and is largely under 21? 9

Alcohol promoters know that college students are an important market. If you 
believe the alcohol advertisers~ they are trying to reach only those of-age 
students who drink. If that's so, they're wasting a lot of their advertising 
dollars, because a smaller percentage of students drink than is popularly
believed, and a sizeable portion of . students aren't of legal drinking age. 
It's clear they're either not good business people OR they're trying to
encourage underage and of-age drinkers to drink more and non-drinkers to start.

Alcohol advertisements also foster the idea that alcohol is a necessary part of 
any social activity and make our campuses less healthy places to learn and live.

Use the media to draw attention to these issues. Target individual alcohol 
companies and retailers, question the acceptance of alcohol advertising and 
sponsorship on campus, and initiate policies which prohibit alcohol advertising 
and promotions on campus.

Sample Letter To The Editor, Campus Newspaper

Raquel Aceves
Student Assistant
The Women's Center
Bear College
Debut, MA 08222

January 30, 1994

Letters to the Editor'
The College News
Bear College
19 Gummere Drive
Debut, MA 08222

Dear Editor:
After Bear College went co-ed, we struggled to create an environment of
equality between male and female students. In many ways, we have
succeeded, but in some we have not. Too often, messages from alcohol
advertisements on our campus and throughout society make our journey to
equality a difficult one.

Traditional beer ads, including those in The CQ11ee-e News, show women as
the "reward" for male drinkers. Ads reinforce a sexist idea - that women are
receptive, material benefits of consumption. The promise that drinking will
lead to sex is not conducive to healthy social interaction. Honest
communication is at a minimum between two drunk people flirting at a party.

Beer advertisements targeting female consumers are particularly harmful,
because women face greater health risks than men when they drink. Women
are more likely than men to become dually dependent on alcohol and another
drug. Women with eating disorders are highly prone to drinking until they
black out. And The New England Journal of Medicine recently reported that
most women's stomachs contain less of an enzyme which neutralizes alcohol,
so more of the drug enters women's bloodstreams. Alcohol hurts women more,
yet advertisers court women zealously.

Beer ads cement old, sexist ideas about gender roles and the use of alcohol;
they promote a drug which is especially unhealthy for women. We at Bear
College are trying to address gender issues, rewrite the rules of relationships,
and work for better health care for women. Yet the ads in our publications
undercut the values we try to project. It's time to look closely at the messages
that beer ads send to our community and to protest their sexism. These ads
have no place in our campus paper.

Sincerely,

Raquel Aceves '95
Student Assistant
The Women's Center
Bear College


The Campus and The Surrounding Community
The "college environment" is not limited to the campus gates. Colleges are part 
of a larger community. Drunk students roam off-campus, local bars are favorite 
student hangouts, and the problems of alcohol-related crime extend across campus 
property lines.

Campus alcohol policies touch the neighboring vicinities just as tOW'11laws and 
restrictions affect the campus community. For example" if the local police 
choose to look the other way in the presence of underage drinking, no school 
policy will keep students out of local bars. Likewise" if the college maintains 
a laissez-faire attitude, the rowdiness, vandalism and public disturbance from 
intoxicated students "Will not remain solely on the campus.

How does your administration approach the role of alcohol in town-gown 
relations? This is a hard topic to handle, but an extremely important one. A 
school and its neighbors have the power to do each other great harm or 
tremendous good" and they can work together to improve alcohol policies in the 

community.


Sample Pitch Letter, Radio Talk Show

Judith Winston
Bear College Health Services
Bear College
Debut, MA 08222
616-867-1270

January 30, 1994

Ms. Stephanie Jones
WEAJ
62 Lloyd Street
Debut, MA 08222

Dear Ms. Jones:
Last week three of Debut's young people were badly injured in a car
crash driving home from happy hour at Bruno's Pub. This crash was only
one of an endless series of alcohol-related injuries and deaths. WEAJ's
"Morning Talk" isú a perfect forum to discuss prevention measures for these
tragic events.

Bars continue to promote excessive consumption of alcohol through
"specials" - two drinks for the price of one -ladies' nights, happy hours.
Sure, bar specials don't force young people in Debut to drink five or more
drinks at a sitting. However, free or cheap drinks offered for a limited
amount of time encourage our youth to drink hard and fast - often with
.devastating and tragic results.

The threat of alcohol-related car crashes is only part of the problem.
Excessive alcohol consumption can lead to vandalism, violence, and unsafe
sexual practices, all rampant on campus and in Debut. At Bear College
alone, eight date rapes have been reported in the last nine months, sexually
transmitted diseases increased 15%, and alcohol-related vandalism cost the
college approximately $10,000. Imagine these numbers in the larger
community, and you're talking about a major menace.

An informal coalition of local and community leaders has come together
to put an end to bar "specials." Police Chief Laura O'Donnell, and Matt
Weddle of the Debut Alcohol Treatment Center, co-chairs of the group, would
be glad to speak on your program. If you would like to hear from the other
side, try David Sapp of the South Massachusetts Tavern Owners'
Association. These people will provide an engaging and dramatic show. You
can reach Chief O'Donnell at 867-2112, Mr. Weddle at 867-0915, and Mr.
Sapp at 867-9970.

For further information, please feel free to contact me. I will call you
next week to discuss bar specials and other possible show topics. Thank you
for your consideration.

Sincerely,

Judith Winston
Director


Sample Op-Ed, Local Newspaper

CONFESSIONS OF A DECOY: UNDERCOVER AND UNDERAGE
by Steve Spinner

For the last six months I've been volunteering at the Debut police department. A
lot of their volunteers from Bear College do things like teaching little kids 
about crime, taking care of the dogs and horses, helping the elderly. But not 
me. I've been buying drinks for the Debut police. OK., it's not quite like it 
sounds. Actually, I'm 19 years old, and I've been helping the police determine 
how frequently local bars and retail outlets sell booze to minors - by trying to 
buy alcohol. I don't keep any of the beer, or the wine, or the tequila, or the 
fake ID the police gave me. But I have walked away with a new perspective on how 
easy it is for underage drinkers to buy alcohol in Debut, and how little many of 
our tavern owners and beer wholesalers seem to care about safety or the law.

My job is pretty simple. I walk into a bar, supermarket, or beer distributor and 
ask for alcohol- a drink, or a six-pack, or a keg. I vary my routine - how much 
I ask for, time of day, part of town, what I wear. So far I've visited a total 
of50 establishments, some more than once. If asked for identification, I show my 
fake ID - which sports a picture of someone else. If the clerk still refuses, I 
walk úout sulking. I didn't have to sulk too often, because 7 times out of 10, I 
got what I asked for!

I have walked out of a store with a quart of tequila without being asked my age. 
My counterfeit ID has been glanced at and accepted without question. I have 
promised to bring an 10 "next time" and carted off a keg. One store that refused 
to sell me a six-pack one day didn't hesitate to sell me a case of beer the 
following week.

Of course, a good number of Debut's salespeople and bartenders respect the law, 
and should not be lumped in with their less-conscientious peers. Several clerks 
at bars and stores refused to sell me alcohol under any circumstances, and were 
polite and firm in their refusal- some even threatened to call the police, and I 
congratulated them. But many establishments were far from consistent, 
conscientious, or law-abiding. I was surprised to find that stores with warning 
posters about underage drinking were just as likely to sell me booze as those 
without. 

I don't think we'll ever be able to stop all underage drinking among Bear 
College students and Debut's young people. But there's no reason to make it easy 
for minors to buy alcohol, and for alcohol vendors to get away with selling it 
to them.

There are a number of steps that our community can take to improve the current 
situation. The owners of bars, convenience stores, and beer outlets can. make 
sure their employees know the law and are trained in identifying fake IDs. 
Adults who buy booze for minors, irresponsible bar owners, or youth who use fake 
IDs should face harsher penalties.

Similar efforts have begun nationally, some with promising results. Many states' 
driver's licenses have holograms, which are hard to reproduce, or warnings that 
the owner of the license is under 21. Yet these efforts have not stopped 
underage drinkers around the country from buying alcohol. A 1991 study done by 
the Insurance Institute for Highway Safety found that 19- and 20-year-olds were 
able to purchase booze between 80% and 97% of the times they tried to do so. 
That finding has since been confirmed by other organizations conducting similar 
sting operations in dozens of cities throughout the country.

Adults who sell alcohol to minors clearly think their profits are above the law, 
and more important than the health of young people like me. Well, the owners of 
bars, beer outlets, and liquor stores need to know that my volunteer period has 
not ended. No punitive action was taken this time, but this leniency won't 
continue. If I owned a beer store or tavern, I'd be more law-abiding from now 
on. You never know who you're selling to.


Availability Of Alcohol On Campus

Initiating a total ban of alcohol on campus may not get as far as advocating to 
make it less readily available. Here are some ideas for reducing alcohol 
availability on campus.

1. Advocate for all parties to have a trained bartender who won't serve 
intoxicated guests. 

2. Restrict the form in which alcohol is served - bottles and cans only, no 
"bulk beer" - kegs or party balls.

~~The availability of a non-incremental source of alcohol [i.e., kegs rather 
than individual cans or bottles] contributes to the abuse of alcohol. If alcohol 
is dispensed differently, it has a better chance of not being abused."
- William Thomas, Vice President of Student Affairs at the University of 
Maryland, September 1990.10

3. Insist that food and non-alcoholic drinks be available at all events
where alcohol is served.

4. Request consistent policies for all official student, faculty, and alumni
functions.

5. Encourage the administration and student council to pay for alcohol-free 
concerts, parties and other events as alternatives to alcohol-centered 
activities.

6. Request that existing alcohol policies be publicized and enforced.

By reducing the availability of alcohol, the college provides a less alcohol-
centered environment, and makes the campus a healthier place to learn, live and 
work..

Further, it reinforces the changing social norm that favors less drinking than 
is generally perceived. Policies and practices that offer non-drinking centered 
functions will attract both non-drinking and light-to-moderate drinking 
students, many of whom desire more social functions without alcohol present. 



Sample Op-Ed, Campus Newspaper
Note: Op-Eds should be double-spaced when submitted for publication. The
double-spaced format is not shown in the sample below.

ALCOHOL-FREE RESIDENCE HALLS:
BREAKING THE LINK BETWEEN DRINKING AND CRIME
by Julie Tate

"Alcohol, more than any other drug, has been linked with a high
incidence of violence and aggression." 7th Special Report to the U.S.
Congress on Alcohol and Health from the Secretary of Health and
Human Services, 1989.

Years ago, when asked to describe a college campus, many people would
have depicted quiet, peaceful, safe havens of education. The image of the
idyllic college remains - but only in the minds of people who do not live
there.ú In reality, campus crime and disorder are serious and growing
problems. In this country, 18,000 college students annually become victims
of violent campus crime, including rape, murder, and assault. Many of these
crimes are committed by members of the college community.

One culprit is involved in more crimes than any individual thief or
vandal. Alcohol plays a major role in 80% of crimes on our campus and
around the country. Not only do most crimes -from vandalism to robbery to
date rape - involve a criminal under the influence of alcohol, but half of
students who are victims of crime also report alcohol or other drug use
shortly before being victimized.

Many campus crimes take place in our residence halls. Assaults, date
rapes, and vandalism are often connected with parties or other situations
where drinking occurs, and these often take place in student housing.

Alcohol-free residence halls would help fight crime on our campus by
breaking the connection between crime and alcohol. Other colleges have
taken this step, and report that crime in alcohol-free halls is noticeably lower
than in the rest of the campus.

Alcohol-free living spaces will be quieter, calmer, and therefore more
conducive to study and rest than most residence halls. They will have
reduced risks of fire and other property damage - reducing costs for the
college in insurance fees and repairs and decreasing student fees for damage
done to common areas.

Many students would welcome the choice of living in safer, alcohol-free
halls. A 1989 national study found that one-third of students prefer not to
have alcohol available around campus; these people would welcome an
alcohol-free haven. Alcohol-free halls are not restrictive - they are simply
an option, like smoke-free residences.

Establishing alcohol and other drug-free residence halls is one of many
necessary steps toward fighting crime at Bear College. Alcohol-related
crimes can only happen where we give them a home. By creating alcohol-free
spaces we will make our campus safer and take an important step toward
kicking crime out of our community.


Sample Letter To The Editor, Local Paper

Julie Carol
Student Council
Bear College
Debut, MA 08222

January 30, 1994

Letters to the Editor
The Debut News
72 Lloyd Street
Debut, MA 08~OO

Dear Editor:
Over the last several years, Bear College has implemented mandatory
training for the servers of alcohol at every campus party. The policy has
reduced on-campus drunkenness dramatically, but students still drink
themselves sick at off-campus bars where untrained servers tend bar. City
Council Ordinance 808 would change that. This ordinance mandates Debut's
liquor establishments to train their bartenders and wait staff in alcohol
safety.

Server training does more than just remind bartenders and wait staff to
call a cab for a drunken patron. It teaches them how to tell if a person is
intoxicated, how to suggest discreetly that the customer stop drinking, how to
politely refuse to serve any more alcohol, and how to help keep patrons from
becoming intoxicated in the first place.

Ordinance 808 will help the community and business owners, even
though it won't prevent people from drinking. It will help Debut to combat
many negative effects of public drinking, such as vandalism, impaired
driving, and alcohol-induced assault. Establishments will also benefit from
server training. Many insurers offer lower premiums to businesses with
trained wait staff. In addition, server training means safer bars, reduced
opportunity for customers to be hurt at the bar or on their way home, and a
greater chance of repeat customers.

Our city council should pass Ordinance 808. Server training is an
important step towards making our city a safer and healthier place to live.

Sincerely,

Julie Carol
Student Council President
Bear College


Sample Pitch Letter To The Editor, College Newspaper

John Garcia
Bear Students for Health
Bear College
Debut, MA 08222
909-876-5432

January 30,1994

Ms. Robin Lightfoot
Editor
The College News
Bear College
Debut, MA08222

Dear Ms. Lightfoot:
This year our administration will debate whether or not to ban kegs at
Bear College. I urge The College News to support administrative proposals
to end beer kegs at college and fraternity parties as a matter of community
health.

Limiting the availability off free-flowing alcohol will make Bear a
healthier campus. Drinking factors into poor health at Bear in more ways
than are readily apparent. When students drink, alcohol weakens their
immune systems, making them vulnerable to illness. Intoxicated students
are much less likely to practice safer sex, increasing the risk of contacting
sexually transmitted diseases and HIV/AIDS. Drinking is involved in more
than 40% of personal injuries and more than 60% of unplanned pregnancies.
In addition, a recent study found that one-third of Bear's students would
prefer social events where alcohol is not served.

I have enclosed information about alcohol, health, and similar prevention
measures taken by other schools. I would be glad to meet with you and your
staff at your convenience. Judith Winston, the head of Health Services, has
agreed to join me. I will call you next week to set a time when we can discuss
kegs and other campus health issues.

Sincerely,

John Garcia

Bear Students for Health
Bear College


A Wider Approach To Alcohol-Related Problems On Campus

Your campus may have some alcohol-related prevention programs. Find out what 
kinds of treatment programs your school offers to students "With alcohol-related 
illnesses, and suggest that these programs be' expanded and promoted.

These programs are essential elements of alcohol problem prevention efforts. 
They are part of a continuum which includes prevention and education, 

intervention, treatment, and after care. Always advocate for a wider approach to 
alcohol-related problems on campus. Support the efforts to help. individuals, 
and point out the conditions in the community which influence individuals' 
choices.

"Educational campaigns will be ineffective in campus environments that encourage 
drinking and deny or ignore the risks associated with drinking." - Marin 
Institute, Progress Report: Alcohol Promotion on Campus, November 1991.11

If the college has policies restricting drinking to certain places, encourage 
the enforcement of these policies. Raise discussion about the role alcohol plays 
in campus life.

About these sample tools: These sample tools for gaining access to the media are 
examples of how media events can be created.

The sample letter to the editor is a call to action. If the letter stirs 
activity, more media coverage may be generated. [When sending a letter to 
several people, be sure to note all recipients of the letter at the bottom of
the page.]

The sample news release is used to announce survey results, an upcoming event 
and policy initiative. The news release may prompt media coverage of the student 
event and, as a media advocate, you will need to help frame the story to include 
the policy initiative and survey results, too. The sample speech is a good 
example of how to create a media event. College administrators have many 
occasions to give speeches discussing the budget, welcoming parents o~ new 
students, making policy statements. Educate the administration about alcohol 
policy issues, and they may be persuaded to discuss alcohol-related issues in an 
upcoming speech. If alcohol policy issues will be covered, alert the media about 
the upcoming speech by sending out a news release. At the event, be sure to have 
a transcription of the speech or comments available. It will be a useful 
resource for further media activity. 

Remember the importance of selecting an appropriate and persuasive spokesperson. 
When addressing alumni, get an alumnus/alumna to speak for the organization or 
try to convince a popular and trusted dean to give the speech. This tactic will 
bring more credibility to your organization's efforts.


Sample Letter To The Editor Of Alumni, Faculty, Or
Parents' Newsletter

Richard Sightline
231 First Street
Boston, MA 08123

January 30, 1994

Ms. Wendy Berman
Editor, Alumni Newsletter
Bear College
19 Gummere Drive
Debut, MA 08222

Dear Ms. Berman:
As a Bear College alumnus, I care deeply about the academic success of
Bear students. I know from my years at Bear that our faculty care even
more, and they would do anything to help their students learn and thrive.

Drinking has become an integral part of the college experience, despite
the fact that three-fourths of Bear's students are underage. The effect of this
drinking culture on our students' academic success has been a concern for a
long time. Last year, college administrators said that alcohol contributed to
41% of cases of academic failure and 28% of student attrition. Nearly 7% of
freshmen who drop out do so because of alcohol-related problems, and a 1992
survey reports that the more a college student drinks, the worse his or her
grades will be.

One way to help Bear students thrive academically is to de-emphasize
alcohol's role at the college-sponsored functions alumni attend. Let us make
a stand in our social lives which reflects our belief that alcohol and academics
do not mix; let's eliminate alcohol from alumni and faculty parties. It is high
time to take some action - even symbolic action - to counteract the harm
which drinking does to the academic lives of our students.

I do not suggest that alumni, faculty and adult students cannot drink at
private functions. However, Bear College, an academic institution, should
send a consistent message - by making all college-sponsored events
alcohol-free.

Sincerely,

Richard Kightlinger
Class of 1980
cc: Doug Douglas, Faculty President
Ginny Smith, Editor, Faculty Newsletter
Robert Read, Alumni President


Sample News Release
Note: News Releases should be double-spaced when submitted for publication. 
The double-spaced format is not shown in the sample below.

HEALTHY OPTIONS IN PARTYING

Bear College
1234 Campus Drive
Debut, Massachusetts 08222

FOR IMMEDIATE RELEASE
January 30, 1994

For more information:
CONTACT: Margaret Ann Charles
(101) 23~5678

SURVEY FINDS STUDENTS WANT MORE ALCOHOL-FREE EVENTS

Most Bear College students would attend alcohol-free social activities if they 
were offered, according to a survey released today by Healthy Options in 
Partying (HOP), a student-run pro-health organization. The survey found that: 
one-third of students preferred alcohol-free activities; one-fifth of students 
drank less this year than the year before, and one-fourth of students would 
choose alcohol-free housing if given the option.

"This survey shows that Bear students of the '90s are healthier and smarter than
students 30 years ago. We want to party - but we can do it without alcohol," 
said Tony Edwards, student chairman of HOP. HOP will organize college-wide 
alcohol-free events and request assistance from Bear's administration and 
student government in response to the survey results..
HOP's first alcohol-free event is a dance concert featuring New Potato Caboose.
Admission is free to all Bear College students and will be held this Friday, 
February 4th, at 10 p.m. in Droopin Hall.

The group is seeking $14,000 from Bears administration for alcohol-free events.
Last year the administration spent $30,000 on student entertainment, but 
reserved only $5,000 for alcohol-free activities. HOP also called for an end to 
the sponsorship of college activities by alcohol companies.

"When beer companies sponsor a concert, we're told that beer should be part of
the event. It makes it seem like drinking is normal in all social activities, 
and that's ridiculous," explained Laura Olsen, a sophomore in the College of 
Business.

Edwards added: "Last year more than half of our concerts and dance parties were
sponsored in whole or in part by alcohol companies. This year, HOP will make 
sure that things are different." HOP will lobby alternative corporations to 
sponsor events and replace funds from alcohol companies. Others pointed out the 
supplemental benefits of fewer alcohol-related activities.

"If the administration helps HOP, it will regain its investment quickly. More
alcohol-free events will reduce drinking, which means less expense associated 
with vandalism, law-enforcement, personal injury, and health care," said Health 
Services Director Judith Winston, staff advisor to the student group.

The survey posed twenty Yes-or-No questions, such as: "Do you drink alcohol?"
"Would you attend an alcohol-free dance party?" "Has alcohol ever interfered 
with your studies?" and "Do you prefer alcohol-free social activities?" HOP's 
survey was completed by a random" representative sample of 150 students.


Sample Speech Language, By A College Representative

(TOPIC: IMPROVING THE CAMPUS COMMUNITY.)
TO MAKE OUR COMMUNITY HEALTHIER, WE MUST EXAMINE THE WAYS IN 
WHICH ALCOHOL APPEARS IN OUR LIVES, AND ADJUST BEAR'S POLICIES 
ACCORDINGLY. OUR PREVENTION 

POLICIES NOW DEAL ONLY WITH WHERE AND HOWALCOHOL IS SERVED. WE MUST 
GO BEYOND THIS, AND LOOK AT HOWAND WHERE DRINKING IS ACTIVELY 
ENCOURAGED, AND HOW IT IS PRESENTED AS PART OF OUR COMMUNITY. 

LET'S QUESTION THE PROPRIETY OF HAVING BEER COMPANIES SPONSOR OUR 
FOOTBALL GAMES. LET'S ASK WHAT MESSAGE WE AS A COMMUNITY SEND WHEN 
A TEQUILA COMPANY SPONSORS OUR SPRING FESTIVAL. WE MUST REALIZE 
THAT OUR CAMPUS NEWSPAPER HAS GROWN DEPENDENT ON ALCOHOL COMPANIES 
AND BARS FOR ADVERTISING REVENUE. IT IS 

TIME TO ASK OURSELVES IF FINANCIAL DEPENDENCE ON ALCOHOL ADVERTISERS 
IS A HEALTHY ARRANGEMENT.

WE MUST LOOKAT THE LARGER COLLEGE COMMUNITY. CERTAINLY OURFACULTY 
AND ALUMNI, ALL OFWHOMARE O'VER 21, HAVE THE LEGAL RIGHT TO DRINK. 
FACULTY MEMBERS DRINKING AT BUSINESS MEALS MAY BE ALL RIGHT, BUT IS 
DRINKING THE BUSINESS OF THE COLLEGE? ALUMNI DRINKAT REUNIONS, BUT IF 
THESE REUNIONS ARE SPONSORED BYBEAR, WHAT ARE WE SAYING ABOUT COLLEGE 
ENDORSEMENT OF ALCOHOL?
 
ALCOHOL-RELATED PROBLEMS GO FARBEYOND ALCOHOLISM AND IMPAIRED DRIVING; 
OURRESPONSES TO THESE PROBLEMS MUST GO FAR BEYOND TREATMENT FOR 
ALCOHOLICS, BEYOND DESIGNATED DRIVER PROGRAMS. IT'S TIME FOR BEAR TO 
THINK ABOUT ALCOHOL AS A COMMUNITY ISSUE - AFFECTING APOPULATION -WHICH 
IS LARGELY UNDER 21 AND WHOLLY DEDICATED TO ACADEMIC SUCCESS.


Sources For Facts Used In Sample Media Tools Alcohol Advertising and Promotion 
On Campus

* Sample letter to the editor campus newspaper:

Women are more likely to become dually dependent.
Office for Substance Abuse Prevention, Strategies for Preventing Alcohol
and Other Drug Problems on College Campus: Program Administrator's
Handbook, 1991.

Women with eating disorders are highly prone to drinking until they pass out.
Krahn, Dean, et. al, The Relationship of Dieting Severity to Alcohol and
Other Drug Use in Young Women, American Psychiatric Association,
Washington, D.C., 1992.

New England Journal o Medicine report, cited in The New York Times, "Study
Tells Why Alcohol is Greater Risk to Women," January 11, 1990.

The Campus and The Surrounding Community

* Sample Pitch Letter:
Connection between vandalism, violence and alcohol.
Anderson, David, and Pressley, George, Drug and Alcohol Survey of
Community, Technical and Junior Colleges, George Mason University,
1991.

Connection between date rape, sexually transmitted diseases and
alcohol. University of California, Berkeley, Consider the Connections Alcohol/
drugs, Sexuality/sociability, and Beyond, Consider the Connections
Campus Index, June 1990.


Connection between unsafe sexual practices and alcohol National Institute on 
Alcohol Abuse and Alcoholism, Alcohol Alert,
No. 15, PH311, January 1992.

Availability Of Alcohol On Campus

* Sample Op-Ed, campus newspaper:
Alcohol is linked with violence and aggression U.S. Department of Health and 
Human Services, Seventh Special Report to the U.S. Congress on Alcohol and 
Health from the Secretary of Health and Human Services, 1989, cited in Office 
for Substance Abuse Prevention, Alcohol Practices, Policies, and Potentials of 
American Colleges and Universities - A White Paper, February 1991.

18,000 college students yearly become victims of crime. National Victim Center, 
#Crime, Safety and You!" (quarterly newsletter) Vol. 2, Issue 1, October 1991.

Most crimes involve a drunk criminal, and half of victims of crime had been
using alcohol or other drugs. Dodge, Susan, I/Campus Crime Linked to Students' 
Use of Drugs and Alcohol," Chronicle of Higher Education, January 17, 1990, 
cited in
U.S. Department of Health and Human Services, Office of the Inspector General, 
Youth and Alcohol: Dangerous and Deadly Consequences.

Many crimes take place in residence halls.
Charney, Merle, American College Health Association, 1992.

Drinking often takes place in residence halls, and where students live.
Presley, Cheryl A, Ph.D., and Mellman, Philip W., Ph.D., Alcohol and
Drugs on American. College Campuses: A Report to College Presidents,
Southern Illinois University, July 1992.

30% would prefer not to have alcohol around campus.
Ibid.

80% of all campus vandalism is alcohol-related.
Chronicle of Higher Education, July 1982, cited in Office for Substance
Abuse Prevention, Op. cit.

* Sample Letter to the Editor, local paper:
For more information on lower insurance premiums for trained servers,
contact Health Communications, Inc., Suite 100, 600 New Hampshire Ave.,
NW, Washington, D.C. 20037; call 202-333-8267.

Students drink less when served by a bartender than in a self-serve
environment. Kalisher, M.}., Behavior Analysis of Alcohol Consumption and 
Impairment at University Parties, doctoral dissertation, Virginia Polytechnic
Institute and State University, 1989, cited in Office for Substance
Abuse Prevention, Op. cit.

* Sample Pitch Letter to the Editor, college paper:
Students drink less when served by a bartender than in a self-serve
environment.
Ibid.

40% of personal injury.
Anderson and Pressley, 0p. cit.

60% of unplanned pregnancies.
University of California, Berkeley, op. cit.

Alcohol and the immune system.
National Institute on Alcohol Abuse and Alcoholism, 0p. cit.

Connection between unsafe sexual practices and alcohol.
Ibid.

A Wider Approach To Alcohol-Related Problems On Campus

* Sample letter to the editor:
41% of cases of academic failure, 28% of cases of student attrition are
associated with alcohol. Anderson, David, and Gadaleto, Angelo, The College 
Alcohol Survey, George Mason University, 1991.

7% of dropouts are associated with alcohol.
Office for Substance Abuse Prevention, op. cit.

The more a student drinks, the worse his/her grades will be.
Presley and Mellman, op. cit

* Sample news release:
33.2% of students surveyed said that they would rather not have alcohol
available at campus events.
Ibid.


ENDNOTES
For the second edition, material was adapted from training materials
developed by the Advocacy Institute, the Berkeley Media Studies Group, and
the Marin Institute for the Prevention of Alcohol and Other Drug Problems.
See Appendix C - Resources for contact information.

1 Media Advocacy and Public Health: Power for Prevention, Lawrence Wallack, Lori
Dorfman, David Jernigan, Makani Themba, Sage Publications: Newbury Park, 
California,
1993, p.27.

2 Youth and Alcohol: Advertising That Appeals to Youth, Dr. Antonia Novello, The 
Surgeon General's Report, November 1991.

3 Healthy People 2000, National Health Promotion and Disease Prevention 
Objectives, September 1990.

4 Former Surgeon General C. Everett Koop.

5 Media Strategies for Smoking Control: Guidelines, us. Department of Health and 
Human Services, Public Health Service, National Institutes of Health, 1988, 
p. 8. (Out of print)

6 Daniel Schorr, News Commentator, quoted in Strategic Communications for 
Nonprofits: Designing a Public Interest Campaign, p. 7.

7 From training materials preparedúby the Berkeley Media Studies Group.

8 Wallack, et. al., p. 67.

9Marin Institute, Progress Report: Alcohol Promotion on Campus, November 1991.

10 William Thomas, Vice President of Student Affairs at the University of 
Maryland, quoted in The Washington Post, September 20, 1990, cited in Office for 
Substance Abuse Prevention, Alcohol Practices, Policies, and Potentials of 
American Colleges and Universities? A White Paper, February 1991.

11 Marin Institute, Op. cit.


RESOURCES REFERENCED

Abbey, Antonia, "Acquaintance Rape and Alcohol Consumption on College
Campuses: How Are They Linked?," Journal of American College Health, January
1991, cited in U.S. Department of Health and Human Services, Office of the
Inspector General, Youth and Alcohol: Dangerous and Deadly Consequences.

Advocacy Institute, training materials.

Anderson, David, and Gadaleto, Angelo, The College Alcohol Survey, George Mason
University, 1991.

Anderson, David, and Pressley, George, Drug and Alcohol Survey of Community,
Technical and Junior Colleges, George Mason University, 1991.

Anheuser-Busch Companies Inc., Annual Report, 1989, cited in Marin Institute,
Progress Report: Alcohol Promotion on Campus, November 1991.

Atkin, et al., "Teenage Drinking: Does Advertising Make a Difference," Journal 
of
Communication, 34:157-67, 1984, cited in Office for Substance Abuse Prevention,
Alcohol Practices, Policies, and Potentials of American Colleges and 
Universities - A White Paper, February 1991.

Benton Foundation, Strategic Communications for Nonprofits, Washington, D.C.

Berkeley Media Studies Group, training materials.

Breed, et. al, Alcohol Advertising in College Newspapers: A Seven Year Follow-
Up, In Press, cited in Office for Substance Abuse Prevention, Alcohol Practices, 
Policies, and Potentials of American Colleges and Universities-A White Paper, 
February 1991.

Burgess, Ann Wolbert, ed., Rape and Sexual Assault, a Research Handbook, Ch. 7: 
Sexual Assaults on College Campuses, Garland Publishing, 1991.

The Carnegie Foundation for the Advancement of Teaching, Campus Life: In Search 
of Community, Princeton University Press, 1990, cited in Office for Substance 
Abuse Prevention, Alcohol Practices, Policies, and Potentials of American 
Colleges and Universities-A White Paper, February 1991.

CASS Student Advertising, Inc., 1981-2 National Rate Book and College Newspaper
Directory, Evanston, IL, cited in Office for Substance Abuse Prevention, Alcohol
Practices, Policies, and Potentials of American Colleges and Universities - A 
White Paper, February 1991.

Center for Population Options, Fact Sheet: Adolescents and Sexually Transmitted
Diseases, August 1990.

Charney, Merle, American College Health Association, 1992.

Chronicle of Higher Education, July 21, 1982, cited in Office for Substance 
Abuse Prevention, Alcohol Practices, Policies, and Potentials of American 
Colleges and Universities-A White Paper, February 1991.

"College Drinking: Changes in Attitude and Habit," The New York Times, March 7,
1990.

Dodge, Susan, "Campus Crime Linked to Students' Use of Drugs and Alcohol,"
Chronicle of Higher Education, January 17, 1990, cited in U.S. Department of
Health and Human Services, Office of the Inspector General, Youth and Alcohol:
Dangerous and Deadly Consequences.

Health Communications, Inc., Washington, D.C., 1992.

Healthy People 2000, National Health Promotion and Disease Prevention 
Objectives, September 1990, cited in Office for Substance Abuse Prevention, 
Bulletin: Take a Look at College Drinking, April 1992

Illinois Coalition Against Sexual Assault, Coalition Commentary, Spring 1990.

Johnston, Lloyd D., et aL, National Survey of High Schools and Colleges, 
National Institute on Drug Abuse, 1989.

The Journal  of the American Medical Association, June 1992

Kalisher, M.}., "Behavior Analysis of Alcohol Consumption and Impairment at

University Parties," doctoral dissertation, Virginia Polytechnic Institute and
State University, 1989, cited in Office for Substance Abuse Prevention, Alcohol
Practices, Policies, and Potentials of American Colleges and Universities - A 
White Paper, February 1991.

Krahn, Dean, el al, The Relationship of Dieting Severity to Alcohol and Other 
Drug Use in Young Women, American Psychiatric Association, Washington, D.C., 
1992

Marin Institute for the Prevention of Alcohol and Other Drug Problems, training
materials.

Marin Institute, Progress Report: Alcohol Promotion on Campus, November 1991, 
cited in Dodge, Susan, #Campus Crime Linked to Students' Use of  Drugs and
Alcohol," Chronicle of Higher Education, January 17, 1990.

Marin Institute, Spring Newsletter, 1990, cited in The New York Times, February 
27, 1992.

National Victim Center, Crime, Safety and You! (quarterly newsletter), Vol. 2, 
Issue 1, October 1991.

New England Journal of Medicine report, cited in The New York Times, "Study 
Tells Why Alcohol is Greater Risk to Women," January 11, 1990.

Office for Substance Abuse Prevention, Alcohol Practices, Policies, and 
Potentials of American Colleges and Universities-A White Paper, February 1991.

Office for Substance Abuse Prevention, Strategies for Preventing Alcohol and 
Other Drug Problems on' College Campus: Program Administrator's Handbook, 1991.

Perkins, H. Wesley, Ph.D., "Confronting Misperceptions of Peer Drug Use Norms
Among College Students: An Alternative Approach for Alcohol and Other Drug
Education Programs," Peer Prevention Program Implementation Manual, Fort
Worth, TX: Higher Education Leaders/Peers Network, Texas Christian
University, 1991.

Perkins, H. Wesley, Ph.D., and Berkowitz, Alan D., Ph.D., "Perceiving the
Community Norms of Alcohol Use Among Students: Some Research Implications for 
Campus Alcohol Education Programming," International Journal of the Addictions, 
21(9).

Peterson's Survey of Drug and Alcohol Programs and Policies at Four Year 
Colleges, Peterson's Guides, Princeton, NJ, 1989, cited in Marin Institute, 
Spring Newsletter, 1990, cited in The New York Times, February 27, 1992.

Philip Morris Companies, Inc., Annual Report, 1990, cited in Marin Institute, 
Progress Report: Alcohol Promotion on Campus, November 1991.

Presley, Cheryl A, Ph.D., and Mellman, Philip W., Ph.D.; Alcohol and Drugs on
American College Campuses: A Report to College Presidents, Southern Illinois
University, July 1992

Simmons Market Research Bureau, 1987.

U.5. Department of Health and Human Services, Seventh Special Report to the U.S.
Congress on Alcohol and Health from the Secretary of Health and Human Services,
1989, cited in Office for Substance Abuse Prevention, Alcohol Practices, 
Policies, and Potentials of American Colleges and Universities-A White Paper, 
February 1991.

"Study Tells Why Alcohol is Greater Risk to Women," The New York Times,
January 11, 1990.

The Wall Street Journal, October 6, 1989, cited in Marin Institute, Progress 
Report: Alcohol Promotion on Campus, November 1991.

Thomas, William, Vice President of Student Affairs at the University of 
Maryland, quoted in The Washington Post, September 20, 1990, cited in Office for 
Substance Abuse Prevention, Alcohol Practices, Policies, and Potentials of 
American Colleges and Universities-A White Paper, February 1991.

University of California, Berkeley, Consider the Connections - Alcohol/drugs,
Sexuality/sociability, and Beyond; Consider the Connections Campus Index, June 
1990.

Walfish, Steven, et. al., International Journal of Addictions, 16:941-945, 1981, 
cited in Office for Substance Abuse Prevention, Alcohol Practices, Policies, and 
Potentials of American Colleges and Universities - A White Paper, February 1991.


Wallack, L.; Dorfman, L.; Jernigan, D.; and Themba, M.; Media Advocacy and 
Public Health: Power for Prevention, SAGE Publications: Newbury Park, California, 1993.

Wechsler, Henry, and Isaac, Nancy, Alcohol and the College Freshman: Binge 
Drinking and Associated Problems, AAA Foundation for Traffic Safety, Washington, 
D.C., January 1991.

Wilson, Robin, "Better Times At Chico State," Prevention File, University of 
California, San Diego, Fall 1990.


APPENDIX A - Arguments and Responses

Some Responses To Difficult Questions People Ask About The
Public Health Approach To Alcohol Problems And Arguments
The Alcohol Industry Often Uses.

1. Where are we going to get the money to counteract industry millions?
"Power comes in two forms - money and people."1 The alcohol industry spends
a large amount of money because they represent a small number of people. Our
primary focus in changing alcohol policy is to organize people: citizens' groups,
students, the recovering community, parents, government and campus
administrators, health educators, legislators, health care providers, researchers
and others. These constituencies represent an enormous number of committed
people willing to work for an environmental approach to the prevention of
alcohol problems.

2. If I am a responsible vendor, why should I reduce my sales?
If you are a responsible vendor, your overall sales may not be reduced at all.
Diversifying your income by offering nonalcoholic beverages, food, and
entertainment promotes the idea of "responsible hospitality," attracts nondrinkers
and light drinkers, reduces the problematic situations caused by heavy
consumption, including legal liability, and shows you are responsive to
community concerns.

3. Don't they have the right to drink themselves to death? Isn't it the individual's
problem? :
The consequences of alcohol use extend far beyond the individual with alcohol
problems. Consequences include alcohol-related fatalities and injuries, birth
defects, violent crimes and suicide; the social costs resulting from reduced
productivity and premature death; the expenses of treatment and support; and
the incalculable cost of human suffering.2

4. Since only 10% of the population have an alcohol problem, aren't you
overreacting? Aren't you just a neo-prohibitionist?
The 100/0 statistic refers only to chronic, heavy drinkers. An estimated 18 million
adults over the age of 18 experience problems as a result of alcohol use.3 Most of
these problems are preventable, and prevention of these problems does not
require the elimination of alcohol. Our goal is not prohibition, but the creation of
an environment where abstinence is always acceptable, heavy use is discouraged,
and use in high risk situations is eliminated.

5. What about "real" drugs and our students?
Alcohol is a real drug. Although the use of alcohol is illegal for underage youth,
beer is the number one drug of choice among youth, while young people drink
35% of all wine coolers.4 Nearly a third of all deaths among males between the
ages of 15 and 24 are alcohol-related.5

6. Why should I give up my freedom to buy alcohol where I choose?
Research has shown there is a direct link between the physical availability of
alcohol and the level of alcohol problems in a society. Regulating where alcohol
can be sold in your community will help to make your environment a safer place
for you, your family, friends, and neighbors.

7. How do I get people to come to my event without serving alcohol?
Emphasize that your event will provide people with experiences they want, ie.,
meeting and being with people they are interested in, while participating in
activities they find exciting and engaging. Whether or not you serve alcohol,
provide alternative beverages and food.

8. Do you drink?
Will whether or not I drink make a difference in what you think about my
presentation today?
Whether or not I drink is an individual issue. The public health approach focuses
on environmental influences on the drinking practices of our society as a whole,
rather than on individual drinking practices. Changing societal and group
patterns of alcohol use is the public health focus, rather than individual behavior.
If I talk about whether or not I as an individual drink, it will change the focus of
my presentation back to the individual.

9. How will the campus paper and broadcast outlets replace revenues which come
from alcohol ads? And aren't you people promoting censorship when you say
you want to ban alcohol ads?
Alcohol advertising in itself is not what concerns us. It is the deliberate deception
and distortion, exclusion of health information, promotion of problem denial, and
targeting of groups at high risk of alcohol problems (like the students on this
campus) that is our concern.

10. What about my individual freedom?
Freedom includes freedom from certain pressures as well as the freedom to do
certain things. The students on this campus have a right to experience college
without the constant pressure to drink. Non-drinkers deserve the freedom to
abstain without stigma Drinkers should be free to drink without risk of adverse 
consequences. This means that alcohol must be served responsibly. Protecting
some freedoms may appear to impinge on the rights of others. However, we have
come to accept many such limits, such as wearing seatbelts and maximum speed
limits, because in the larger picture we all benefit from them.

11. Why shouldn't we accept alcohol industry money to support our project?
The alcohol industry and the public health approach to alcohol problems are in
direct conflict. The industry earns the bulk of its revenues from heavy drinkers.
Its financial interest lies in increasing consumption in general by increasing the
number of people who drink, and encouraging heavier consumption bi' drinkers.
The-industry's strategies are always aimed at increasing consumption, while the
public health approach includes making abstinence acceptable and eliminating
heavy consumption The industry uses donations to private organizations and
sponsorship of student organizations to influence the activities of these
organizations to meet the industry's objectives.

12. We don't market to underage consumers. Parents have the primary
responsibility to educate their children and guide their behavior. Why market
to people who can't buy our products? We can't control who sees our ads.
The industry markets indiscriminately, reaching across all age, generation, ethnic,
and economic boundaries. The use of celebrities, sports heroes, popular music
performers, and promotional events that appeal to young people (rock concerts,
bike races, motorsport races, etc.) clearly indicates marketers' intent to attract
young people to alcohol products. Many college newspapers and campuses,
where the majority of students are under the legal drinking age, are awash in
advertising and promotions for alcoholic beverages and events at which alcohol
plays a key role.

13. The alcoholic beverage industry is a good corporate citizen. Beverage
producers, their distributors and trade associations, and retailers support many
worthy community activities, causes, and events. These community benefits
might not even exist were it not for this support

We must recognize that many worthy causes are dependent on "dirty money." It
is counterproductive to attack a needy beneficiary; instead, it is better to expose
the true motives of the givers.

Alcohol companies are not charitable institutions; their "philanthropy" is part of a
calculated effort to promote their products and to weaken community support for
alcohol problem prevention efforts. Alcohol money can be used for honorable
purposes, but it always requires a pay-back. By aligning itself with worthwhile
causes, the industry attempts to establish "innocence by association." The degree
of "good citizenship" companies exercise is best measured less by the good they
do than by the marketing strategies they use.

14. Advertising restrictions interfere with free speech rights.
The "free speech" that many countries protect almost always refers to political
and artistic speech. Nearly all governments, including the United States, regulate
commercial speech, making illegal any advertisements that are untruthful or
misleading. Recent U.5. Supreme Court cases on advertising restrictions and
U.S. Circuit Court rulings specifically on alcohol advertising restrictions have
uniformly upheld restrictions based on reasonable public policy goals. Reducing
alcohol consumption and alcohol problems is one such goal. Freedom from
addiction and disease is as important as free speech. Alcoholic beverage
companies regularly silence free speech about health and safety by using their advertising
clout in newspapers and magazines and on television to silence
unwanted views of their products.


APPENDIX A ENDNOTES

These arguments and responses were adapted from training
materials developed by the Marin Institute for the Prevention of
Alcohol and Other Drug Problems.

1 Alinsky, S., "Playboy Interview: Saul Alinsky," Playboy, March 1972.

2 Rice, D.P., Kelman, 5., Miller, LS., Dunmeyer, 5., The Economic Costs of 
Alcohol and Drug Abuse and Mental Illness: 1985, report submitted to the Office of Financing and Coverage Policy of the Alcohol Drug Abuse and Mental Health 
Administration, U5DHHS, Institute for Health and Aging, University of 
California, San Francisco, CA, 1990.

3 Williams, G., Hartford, T., and Parker, D., "Demographic Trends, Alcohol Abuse 
and Alcoholism, 1985-95," Epidemiologic Bulletin 15, in press, from U.S. 
Department of Health and Human Services, Sixth Special Report to the US. Congress 
on Alcohol and Health, National Institute on Alcohol Abuse and Alcoholism, Rockville, MD:DHHS Publication No. (ADM)87-1519, 1987.

4 Kusserow, Richard P., Youth and Alcohol: A National Survey of Drinking Habits, 
Access, Attitudes and Knowledge, Office of Inspector General, US. Department of 
Health and Human Services, Washington, D.C., June 1991.

5 Centers for Disease Control, # Alcohol Related Mortality and Years of 
Potential Life Lost - United States, 1987," Mortality and Morbidity -Weekly 
Report, March 23, 1990.

6 Bruun, K., Edwards, G., Lumio, M., Makela, K., Pan, L, et. al., Alcohol 
Control Policies in Public Health Perspective, The Finnish Foundation for 
Alcohol Studies, Helsinki: Finnish Found.

7 Jacobson, M., Atkins, R, and Hacker, G., The Booze Merchants, Center for 
Science in the Public Interest, Washington, D.C., 1983.


APPENDIX B FACT SHEETS

Alcohol and Academics

Nearly 7% of first year students who drop out do so because of alcohol-related
problems. Office for Substance Abuse Prevention, Alcohol Practices, Policies, 
and Potentials of American Colleges and Universities - A White Paper, February 
1991.

College administrators link alcohol with over 40% of incidents of lowered
academic performance. Anderson, David, and Pressley, George, Drug and Alcohol 
Survey of Community, Technical and Junior Colleges, 1991, George Mason 
University.

25% of cases of attrition are related to alcohol use. Ibid.

Missing classes or work is the most common indicator of a student's alcohol-
related problems. Ibid.

As many students will eventually die of alcohol-related causes as will 
eventually get their masters and doctors degrees. Office for Substance Abuse 
Prevention, Op. cit.

College presidents cited alcohol abuse as the campus life issue of greatest 
concern. The Carnegie Foundation for the Advancement of Teaching, Campus Life: 
In Search of Community, Princeton University Press, 1990, cited in Office for
Substance Abuse' Prevention, Op. cit

On average, the more a student drinks, the lower his/her grades will be.
Presley, Cheryl A, Ph.D., and Mellman, Philip W., Ph.D., Alcohol and Drugs on
American College Campuses: A Report to College Presidents, Southern Illinois
University, July 1992

33.2% of students surveyed said that they would rather not have alcohol 
available at campus events. Ibid.


Alcohol Advertising and Sponsorship

Alcohol advertising can influence youths as well as adults in their decision 
about drinking. Sponsorships and promotions on college campuses by alcohol
producers and the use of celebrities and youth-oriented musical groups in
advertising create a pro-use drinking environment. Healthy People 2000, National 
Health Promotion and Disease Prevention Objectives, September 1990, cited in 
Office for Substance Abuse Prevention, Bulletin: Take a Look at College 
Drinking, April 1992

37% of all college newspaper alcohol advertisements encourage excessive 
drinking. Walfish, Steven et. al., International Journal of Addictions, 16:941-
945, 1981, cited in Office for Substance Abuse Prevention, Alcohol Practices, 
Policies, and Potentials of American Colleges and Universities-A ~ite Paper, 
February 1991.

Approximately 35% of all college newspapers' advertising revenue comes from 
alcohol advertisements. Breed, et. al, Alcohol Advertising in College 
Newspapers: A Seven Year Follow-Up, In Press, cited in Office for Substance 
Abuse Prevention, Op. cit

l0% of big brewers' revenue comes from college students. In 1989 this meant 
$1.02 billion in sales for Anheuser-Busch and $353.4 million for Miller. The 
Wall Street Journal, October 6, 1989; Anheuser-Busch Companies Inc., Annual 
Report, 1989; Philip Morris Companies, Inc., Annual Report, 1990, cited in Marin 
Institute, Progress Report: Alcohol Promotion on Campus, November 1991.

Exposure to beer advertising and peer influence are the two greatest predicators 
of adolescent beer drinking.  Atkin, et. al, "Teenage Drinking: Does Advertising 
Make a Difference?" Journal Of Communication, 34:157-67, 1984, cited in Office 
for Substance Abuse Prevention, Op. cit.

In 1984-5, a study found that the average college newspaper had over 40 column 
inches of alcohol advertising per issue, compared to 2 column inches for book 
advertisements and 1 inch for soft drink advertising. CASS Student 
Advertising, Inc., 1981-2 National Rate Book and College Newspaper Directory, 
Evanston, IL, cited in Office for Substance Abuse Prevention, Op. cit.

College students spend approximately $4.2 billion yearly on alcohol (more than 
it costs to operate campus libraries and fund all scholarships and fellowships 
nationwide.) Office for Substance Abuse Prevention, Op. cit.

College students consume an estimated 430 million gallons of beer, wine and 
liquor per year. This is enough  alcohol to fill 3,500 Olympic-sized swimming 
pools. Ibid.

Approximately 20% of the consumers of "light" beer are 18-24 years old. Simmons 
Market Research Bureau, 1987.

In 1991,21% of' colleges' prohibited alcohol advertising in their campus 
newspapers. Anderson, David, and Gadaleto, Angelo, The College Alcohol Survey, 
George Mason University, 1991.

The alcohol industry spent between $15 and $20 million on advertising targeted 
at college youth in one year. Marin Institute for the Prevention of Alcohol and 
Other Drug Problems, Spring Newsletter, 1990, cited in The New York Times, 
February 27, 1992.

25% of colleges do not permit the alcohol industry to sponsor campus events. 
Peterson's Survey of Drug and Alcohol Programs and Policies at Four Year 
Colleges, Peterson's Guides, Princeton, NJ, 1989, cited in  Marin Institute, Op. 
cit.


Alcohol Availability

25% of four-year college campuses ban beer. 320/0 ban hard liquor. Almost 90% of
colleges require that food be available at parties where alcohol is served.
Anderson, David, and Gadaleto, Angelo, The College Alcohol Survey, George
Mason University, 1991.

College students drink less alcohol when it is served by a bartender than when 
it is available in self-service (i.e., from a keg). Kalisher, M.}., "Behavior 
Analysis of Alcohol Consumption and Impairment at University Parties," doctor~ 
dissertation, Virginia Polytechnic Institute and State University, 1989, cited 
in Office for Substance Abuse Prevention, Alcohol Practices, Policies, and 
Potentials of American Colleges and Universities - A  White Paper, February 
1991.

'The availability of a non-incremental source of alcohol [i.e.,. kegs rather 
than individual cans or bottles] contributes to the abuse of alcohol H alcohol 
is dispensed differently, it has a better chance of not being abused." William 
Thomas, Vice President of Student Affairs at the University of Maryland, quoted 
in The Washington Post, September 20, 1990, cited in Office for Substance Abuse 
Prevention, Op. cit.


Alcohol and Crime

Alcohol, more than any other drug, has been linked with a high incidence of
violence and aggression.U.5. Department of Health and Human Services, Seventh 
Special Report to the U.S. Congress on Alcohol and Health from the Secretary of 
Health and Human Services, 1989, cited in Office for Substance Abuse Prevention, 
Alcohol Practices, Policies, and Potentials of American Colleges and 
Universities-A White Paper, February 1991.

An estimated 800/0 of all campus vandalism is alcohol-related. Chronicle of 
Higher Education, July 21, 1982, cited in Office for Substance Abuse Prevention, 
Op. cit.

Alcohol contributes to 70% of violent behavior on campus. Anderson, David, and 
Gadaleto, Angelo, The College Alcohol Survey, George Mason University, 1991.

Alcohol and other drugs factor into approximately 800k of all crimes. National 
Victim Center, Crime, Safety and You! (quarterly newsletter), Vol.-2, Issue 1, 
October 1991.

46% of students who reported committing crimes said that they were using alcohol
at the time. Marin Institute, Progress Report: Alcohol Promotion on Campus, 
November 1991, cited in Dodge, Susan, "Campus Crime Linked to Students' Use of 
Drugs" and Alcohol," Chronicle of Higher Education, January 17, 1990.

Almost 500/0 of college students who had been victims of crime said that they 
Had used drugs or alcohol before the time of the crime. Dodge, Op. cit., cited in 
U.S. Department of Health. and Human Services, Office of the Inspector General, 
Youth and Alcohol: Dangerous and Deadly Consequences.

Annually, over 18,000 students on college campuses became victims of violent
campus crime, including rape, murder, and assault. National Victim Center, Op. 

cit.


Alcohol and Date Rape

"College men get smashed and break something; college women get smashed and
get broken." Wilson, Robin, "Better Times At Chico State," Prevention File, 
University of California, San Diego, Fall 1990.

A campus rape is reported every 21 hours" which translates into 6,000 rapes each
year. National Victim Center, Crime, Safety and You! (quarterly newsletter) Vol. 
2, Issue 1, October 1991.

Alcohol use is one of the highest predicators of a college woman's rape.
Abbey, Antonia, "Acquaintance Rape and Alcohol Consumption on College
Campuses: How Are They Linked?," Journal of American College Health, January
1991, cited in U.S. Department of Health and Human Services, Office of the
Inspector General, Youth and Alcohol: Dangerous and Deadly Consequences.

75% of college men and 550/0 of college women involved in acquaintance rape were
drinking or using drugs just before the attack. University of California, 
Berkeley, Consider the Connections -Alcohol/drugs, Sexuality/sociability, and 
Beyond; Consider the Connections Campus Index, June 1990.

The U.C. Berkeley Police Department said that every reported acquaintance rape
on campus in a two-year period involved the use of alcohol by one or both 
people. Ibid.


Alcohol is advertised by the media as an accompaniment to sexual activity and as
something that increases sexual attractiveness. Burgess, Ann Wolbert, ed., Rape 
and Sexual Assault, a Research Handbook, Ch. 7: Sexual Assaults on College 
Campuses, Garland Publishing, 1991.

Instances have been noted where college men engineered parties with the goal of
getting women drunk so that the women would be unable to refuse sex.
Illinois Coalition Against Sexual Assault, Coalition Commentary, Spring 1990.


46% of sexual assault victims who had been drinking believed that the 
perpetrator had planned the event and encouraged the victim to drink beyond her 
tolerance. Ibid.

Women become drunk faster than men because their stomachs have less of a
certain enzyme which. neutralizes alcohol" so more alcohol enters the 
bloodstream. "Study Tells Why Alcohol is Greater Risk to Women," The New York 
Times, January 11, 1990.


Drinking Habits

Nearly 40/0 of college students - nearly 112 million - drink every day.
Office for Substance Abuse Prevention, Alcohol Practices, Policies, and 
Potentials of American Colleges and Universities - A White Paper, February 1991.

77% of college students drink monthly. Johnston, Lloyd D., et. al., National 
Survey of High Schools and Colleges, National Institute on Drug Abuse, 1989.

Half of college men and a third of college women get drunk at least once a 
month. Wechsler, Henry, and Isaac, Nancy, Alcohol and the College Freshman: 
Binge Drinking and Associated Problems, AAA Foundation for Traffic Safety, D.C.,
January 1991.

9 out of 10 college students drank in the last 12 months; this number has 
remained the same throughout the 19805. "College Drinking: Changes in Attitude 
and Habit," The New York Times, March 7, 1990.

The proportion of students who said getting drunk was a somewhat or very
important reason for drinking was two to three times higher in 1989 than in 
1977. The Journal of the American Medical Association, June 1992.

42% of students consume 5 or more drinks in one sitting (binge drink) at least
every two weeks. Presley, Cheryl A, Ph.D., and Mellman, Philip W., Ph-D., 
Alcohol and Drugs on American College Campuses: A Report to College Presidents, 
Southern Illinois University, July 1992

Only 110/0 of college students entirely refrain from drinking. Ibid.

For traditional (under 24) students, the smaller the school, the more they 
drank; students attending schools of less than 2,500 drank the most. Ibid.

45% of students surveyed reported using alcohol on a weekly or more frequent
basis; 23% of students drink 3 or more times a week. Ibid.

College students drink an average of 5.11 drinks per week; 7.8% of students 
drink 16 or more drinks per week. Ibid.


Alcohol and Health

Alcohol is involved in over 40 percent of campus incidents of injury to self or
others. Anderson, David, and Pressley, George. Drug and Alcohol Survey of 
Community, Technical and Junior Colleges, George Mason University, 1991.

2/3 of college women with unplanned pregnancies were intoxicated at the time of
conception. University of California, Berkeley, Consider the Connections ? 
Alcohol/drugs, Sexuality/sociability, and Beyond; Consider the Connections 
Campus Index, June 1990.

3/5 of college women diagnosed with a sexually transmitted disease were
intoxicated at the time of infection. Ibid.

"Students are at an age where experimentation with alcohol is common, and many
develop patterns of use which follow them throughout their adult lives. Use of
alcohol tends to blur sexual decision-making, prompting people who would not
otherwise do so, to engage in sex without precautions against conception or
sexually-transmitted diseases." Ibid.

A single drinking episode can depress certain basic immune responses of white
blood cells among healthy individuals. National Institute on Alcohol Abuse and 
Alcoholism, Alcohol Alert, No. 15, PH311, January 1992

Over one-fifth of people with AIDS are in their 20's. Because the latency period
between HIV infection and onset of symptoms is about ten years, most of these
people probably became infected with HIV as teenagers, many while in college.
Center for Population Options, Fact Sheet: Adolescents and Sexually Transmitted
Diseases, August 1990.

1 in 6 freshmen interviewed report having had unplanned sex after drinking.
Wechsler, Henry, and Isaac, Nancy, Alcohol and the College Freshman: Binge
Drinking and Associated Problems, AAA Foundation for Traffic Safety,
Washington, D.C., January 1991.

Dieting in young women is associated with increased alcohol use, abuse, and
dependence; dieting severity is related to frequency of altered mental status 
due to drinking and to a number of negative consequences of alcohol use.
Krahn, Dean, et. al., The Relationship of Dieting Severity to Alcohol and Other 
Drug Use in Young Women, American Psychiatric Association, Washington, D.C., 
1992.


Useful Quotes
"[E]ducational campaigns will be ineffective in campus environments that
encourage drinking and deny or ignore the risks associated with drinking."
Marin Institute, Progress Report: Alcohol Promotion on Campus, November 1991.

"Use of alcohol and other drugs tends to blur sexual decision-making, prompting
people who would not otherwise do so, to engage in sex without precautions
against conception or sexually-transmitted diseases." University of California, 
Berkeley, Consider the Connections - Alcohol/drugs, Sexuality/sociability, and 
Beyond, Consider the Connections Campus Index, June 1990.

"It was at a party and everyone appeared to be drinking beer. Guys would assume
that because alcohol was being consumed they could get what they wanted and
that girls would be willing." Burgess, Ann Wolbert, ed., Rape and Sexual 
Assault, a Research Handbook, 01. 7: Sexual Assaults on College Campuses, 
Garland Publishing, 1991.

"Sponsorships and promotions on college campuses by alcohol producers and the
use of celebrities and youth-oriented musical groups in advertising create a
pro-use drinking environment." Healthy People 2000, National Health Promotion 
and Disease Prevention Objectives, September, 1990, cited in Office for 
Substance Abuse Prevention, Bulletin: Take a Look at College Drinking, April 
1992

"[Alcohol] ads tell our youths that ... high-risk activities go hand in hand 
with alcohol. Alcohol in actuality goes hand in hand with every other cause of 
serious injury, and even death.." Surgeon General's Report, Youth and Alcohol-
Advertising That Appeals to Youth, December 4, 1991.

"[W]e need to focus beyond the individual drinker to the broader societal,
political, and economic forces which contribute to alcohol-related problems."
Ibid.

"lf this culture of alcohol abuse is not confronted, then what? If not now, 
when? If not by us, by whom?" Wilson, Robin, "Better Times At Chico State," 
Prevention File, University of California, San Diego, Fall 1990.

"The beer barons aren't stupid. They know that ten percent of the national 
puddle of beer is consumed by somewhat less than five percent of American 
college students." Ibid.

"I can only hope that some day ønumbers of college students will wake up to the
fact that ... unbridled intoxication just isn't cool. Some day this general 
revulsion will come to characterize our campuses. And then the drinking will 
stop, just as the smoking has stopped."
Ibid.

"[A]lcohol, more than any other drug, has been linked with a high incidence of
violence and aggression." U.5. Department of Health and Human Services, Seventh 
Special Report to the U.S. Congress on Alcohol and Health from the Secretary of 
Health and Human Services, 1989, cited in Office for Substance Abuse Prevention, 
Alcohol Practices, Policies, and Potentials of American Colleges and 
Universities-A White Paper, February 1991.


APPENDIX C RESOURCES

Non-Profits, Community Groups, Media Experts and Consultants

AAA FOUNDATION FOR TRAFFIC SAFETY produces safety programs, materials, films and 
projects designed to positively affect traffic safety at the U grassroots" 
level. AAA produces a number of publications on alcohol, advertising and traffic 
safety. CONTACT: 1440 New York Avenue, NW, Suite 201, Washington, IX: 20005 
(202-638-5944)

ADVOCACY INSTITUTE offers strategic counseling and issue leadership training in 
the areas of media advocacy, coalition building, persuading policymakers, and 
strategic planning. CONTACT: 1730 Rhode Island Avenue, NW, Suite 600, Washington, DC 20036 (202-659-8475)

ALTERNATIVE SPONSORSHIP PROJECT provides training and technical assistance to 
groups which want to develop skills in securing non-tobacco, non-alcohol related 
funding for their special events, particularly multi-cultural festivals. 
CONTACT: c/o The Association of Bay Area Health Officials, P.O. Box 2050, 
Oakland, CA 94604-2050 (510-464-7995)

AMERICAN COLLEGE HEALTH ASSOCIATION serves and represents the interests of 
professionals and students in health and higher education. Its publications, 
programs, and services address critical issues such as HIV infection and 
sexually transmitted diseases, alcohol and other drug abuse, and other issues 
prevalent in college communities. CONTACT: P.O. Box 28937, Baltimore, MD 21240-
8937 (410-859-1500)

AMERICAN PUBLIC HEALTH ASSOCIATION, Alcohol, Tobacco and Other Drugs Section is 
involved in legislative advocacy. This section produces a newsletter, 
legislative alerts and position statements and participates in the Association's 
annual . meetings. CONTACT: 1015 - 15th Street, NW, Suite 300, Washington, IX: 
20005 (202-789-5600).

APPLIED Communications TECHNOLOGYú(ACT) sells a series of manuals on community-
based alcohol abuse prevention, including one on working with the media. ACT 
also publishes handbooks on alcohol policy and interactive quizzes for use in 
workshops. CONTACT: 777 Bayview Way, Redwood City, CA 94062 (415-322-6466)

BERKELEY MEDIA STUDIES GROUP trains diverse groups with the skills to access the 
news media, frame health problems in a policy context, and advance healthy 
public policy. CONTACT: 2140 Shattuck, Suite 804, Berkeley, CA 94704 (510-204-
9700)

CENTER FOR SCIENCE IN THE PUBLIC INTEREST's Alcohol Policies Project strives to 
reduce the health and social costs of alcohol use by educating the public and 
implementing public policies that promote responsible marketing and advertising 
of alcoholic beverages and an increase in alcohol excise taxes. CONTACT: 1875 
Connecticut Avenue, NW, Suite 300, Washington, DC 20009-5728 (202-328-9110, ext. 
343)

COMMUNICATIONS CONSORTIUM MEDIA CENTER is a public interest media center that 
helps non-profit organizations use media and new telecommunications technologies 
as tools for public education and policy change. The Consortium maintains an 
array of technical services as a cost-effective, shared resource for the non-
profit community, including databases, broadcast support and equipment, and a 
polling clearinghouse. CONTACT: 1333 "H" Street, NW, Suite 700, Washington, DC 
20005 (202-682-127(})

FACING ALCOHOL CONCERNS THROUGH EDUCATION (FACE) is a statewide initiative 
concerned with the environmental aspects of alcohol-related problems. FACE 
publishes a community action guide called, ~"Putting the Pieces Together: A 
Guide to. Community Action for the Prevention of Alcohol Problems." FACE 
produces written and audio-visual materials, including videos, slide 
presentations, posters and public service announcements. CONTACT: Mid-State 
Substance Abuse Commission, 105 W. Fourth Street, Oare, MI 48617 (517-386-4020)

HIGHER EDUCATION CENTER FOR THE PREVENTION OF ALCOHOL AND OTHER DRUG USE 
provides technical assistance and nationwide training opportunities in promising 
prevention strategies. CONTACT: c/o Abt Associates, 4800 Montgomery Lane, Suite 
600, Bethesda, MD 20814 (1-800-676-1730 or 301-492-5336)

INSTITUTE FOR HEALTH ADVOCACY conducts seminars and provides on-going consulting 
in community based media advocacy on alcohol and other drug issues. CONTACT: 
1717 Kettner Boulevard, Suite 200, San Diego, CA 92101 (619-238-7034)

JEAN KILBOURNE, Ed.D., is an internationally known media critic, lecturer, and 
writer who has spent many years studying the advertising and alcohol industries. 
Her lectures, 'The Naked Troth: Advertising's Image of Women," "Under the 
Influence," and  "Alcohol Advertising: Calling the Shots" are frequently 
presented to diverse audiences around the world. Her speeches are available for 
rent on videotape, and she maintains an extensive resource list. CONTACT: 51 
Church Street, Boston, MA 02116 (617-482-3593)

LATINO COUNCIL ON ALCOHOL AND TOBACCO (LCAT) works to reduce the harm caused by 
alcohol and tobacco in the Latino community and advocates prevention measures 
ranging from education to legislation. LCAT publishes a newsletter, testifies at 
legislative hearings, writes articles and serves as a resource center. CONTACT: 
c/o Marilyn Aguirre-Molina, UMDNJ, Robert Wood Johnson Medical School, 675 Hoes 
Lane, Room N-I10, Piscataway, NJ 08854-5635 (908-235-5041)

MARIN INSTITUTE FOR THE PREVENTION OF ALCOHOL AND OTHER DRUG PROBLEMS conducts 
research and provides resources on the environmental aspects of alcohol and 
other drug prevention. They maintain a media resource center, produce training 
materials and reports, and conduct training seminars. CONTACT: 24 Belvedere 
Street, San Rafael, CA 94901 (415-456-5692) 

NATIONAL ASSOCIATION OF STATE ALCOHOL AND DRUG ABUSE DIRECTORS is comprised of 
the directors of the State and U.S. territorial authorities responsible for 
alcohol- and other drug-related programming. It develops and funds prevention, 
intervention, and treatment services within the public sector and serves as a 
national advocacy group. CONTACT: 444 North Capitol Street, NW, Suite 
642,'Washington, IX: 20001 (202-783-6868)

NATIONAL BLACK ALCOHOLISM COUNCIL, INC. plans educational conferences; develops 
culturally relevant resources, public service announcements and educational 
materials; and runs Blacks Against Drunk Driving (BADD). CONTACT: 53 West 
Jackson Boulevard, Suite 828, Chicago, IL 60604 (312-663-5780)

NATIONAL COUNCIL ON ALCOHOLISM AND DRUG DEPENDENCE provides public information 
and advocacy on behalf of alcoholics and their families. The New York office 
focuses on information referrals and prevention and education programs. CONTACT: 
12 West 21st Street, 8th Floor, New York, NY 10010 (212-206-6770)

RESPONSIBLE HOSPITALITY INSTITUTE is a consultant to both public health groups 
and the hospitality industry and conducts training programs on responsible 
beverage service at all levels of the hospitality trade. CONTACT: 4113 Scotts 
Valley Drive, Scotts Valley, CA 9506 (408-438-1404)


Government Agencies

BUREAU OF ALCOHOL, TOBACCO AND FIREARMS (BATF) is part of the U.S. Department of the Treasury. BATF is responsible for overseeing the packaging of alcoholic beverages, including warning labels. It collects excise taxes, insures the integrity of alcohol products, and inspects industry practices. . CONTACT: 650 Massachusetts Avenue, NW, Washington, DC 20226 (202-927-7777)

BUREAU OF INDIAN AFFAIRS (BIA) is part of the U.S. Department of the Interior. BIA's Office of Alcohol and Substance Abuse Prevention oversees the establishment of priorities, policies, and evaluation requirements for prevention activities for BIA employees, tribal governments, and American Indian populations. The Bureau also collects monthly statistics on tribal AOD problems. CONTACT: Office of Alcohol and Substance Abuse Prevention, Bureau of Indian Affairs, Department of the Interior, 1849 C Street, NW, MS 3, SIB, Washington, DC 20240 (202-208-6118)

DEPARTMENT OF EDUCATION (ED) administers the largest block of federal funds devoted to the prevention of alcohol and other drug problems on college campuses. ED has developed a wide range of materials that support AOD prevention activities, including videos, handbooks, and a bimonthly newsletter. ED has two higher education initiatives that encourage colleges and universities to develop programs to prevent and eliminate AOD use on their campuses. CONTACT: Fund for the Improvement of Postsecondary Education, Drug Prevention Programs, 7th & D Street, SW, Washington, DC 20202-5175 (202-708-5750)

DEPARTMENT OF HEALTH AND HUMAN SERVICES (DHHS) INDIAN HEALTH SERVICE (IHS) has 
identified AOD use as the most significant problem facing the Native American 
community. It sponsors education and awareness programs in schools and health 
care sites. IHS publishes a number of reports on the impact of alcohol and other 
drugs on the Native American community and information about treatment programs. 
CONTACT: Alcohol and Substance Abuse Program Branch, Room SA-55, 5600 Fishers 
Lane, Rockville, MD 20857 (301-443-4297)

NATIONAL INSTITUTE ON ALCOHOL ABUSE AND ALCOHOLISM
(NIAAA) is the Federal research agency on alcohol and health. NIAAA works
to increase knowledge and develop effective strategies for dealing with health
problems and issues associated with alcohol abuse and alcoholism. It plans,
directs, supports, and evaluates research on alcoholism prevention methods and
serves as a national resource site for scientific data.
CONTACT: 6000 Executive Boulevard, Rockville, MD 20892-7003
(301-443-1677)

NATIONAL INSTITUTE OF DRUG ABUSE (NIDA) is the lead Federal agency for drug 
abuse research, focusing on improved approaches to prevention and treatment, the 
prevalence of drug abuse, and its causes. They also have a prevention research 
area. A special interest area is alcohol and other drug abuse in the workplace. 
NIDA produces numerous audiovisual and written materials, which are available 
through the National Clearinghouse for Alcohol and Drug Information (NCADI). 
CONTACT: Room 10A-39, Parklawn Building, 5600 Fishers Lane, Rockville, MD 20857 
(301-443-1124)

OFFICE OF MINORITY HEALTH (OMH) is the focal point for minority health issues at 
DHHS. OMH maintains the National Minority Health Resource Center, oversees a 
number of grant programs, and researches and sets goals for equalizing 
disparities in health care between minority and non-minority communities. 
CONTACT: 5600 Fishers Lane, Rockwall II Building, Suite 1000, Rockville, MD 
20857 (301-443-5084, or the resource center's toll-free number: 1-800-444-6472)

CENTER FOR SUBSTANCE ABUSE PREVENTION (CSAP) operates the National Clearinghouse 
for Alcohol and Drug Information and funds, supports and monitors more than 300 
Prevention Demonstration Grant Programs. CSAP sponsors media activities, public 
service campaigns, prevention workshops, and professional seminars. CONTACT: 
5600 Fishers Lane, Rockwall II Building, Rockville, MD 20857 (301-443-0373)

OFFICE OFTHE SURGEON GENERAL is the advisor to the public on health matters, 
which include alcohol use as well as tobacco, AIDS, diet and nutrition, and 
disease prevention. CONTACT: Public Health Service, 200 Independence Avenue, SW, 
Washington, DC 20201 (202-690-8335)

NATIONAL HIGHWAYTRAFFIC SAFETY ADMINISTRATION (NHTSA) is the division of the 
Department of Transportation vested with developing national policies to improve 
motor vehicle and traffic safety. NHTSA's Office of Alcohol and State Programs 
provides information, training materials, model legislation, technical 
assistance, and other resource support to States and community impaired-driving 
programs. The Techniques for Effective Management (TEAM) program strives to 
discourage impaired driving behavior following spectator sports and 
entertainment events. CONTACT: Alcohol Programs Division, Room 5130,400 Seventh 
Street, SW, Washington, DC 20590 (202-366-9588)

Publications

"ADVERTISING HEALTH: THE CASE FOR COUNTER-ADS," Lori Dorfman and Lawrence 
Wallack, Public Health Reports: 108(6), November/ December 1993.

AN ADVOCATE'S GUIDE TO THE MEDIA is published by the Children's Defense Fund. 
CONTACT: 22 E Street, NW, Washington, DC 20001 (202-628-8787)

"CONFRONTING MISPERCEPTIONS OF PEER DRUG USE NORMS AMONG COLLEGE STUDENTS: AN 
ALTERNATIVE APPROACH FOR ALCOHOL AND OTHER DRUG EDUCATION PROGRAMS," H. Wesley 
Perkins, Ph.D., Peer Prevention Program Implementation Manual, Fort Worth, TX: 
Higher Education Leaders/Peers Network, Texas Christian University, 1991.

MEDIA _..BUILDING THE CASE PUBLICLY is published by Common Cause. CONTACT: 2030 
M Street, NW, Suite 300, Washington, DC 20036 (202-833-1200)

MEDIA ADVOCACY AND PUBLICHEALTH: POWER FOR PREVENTION, written by Lawrence 
Wallack, Lori Dorfman, David Jernigan and Makani Themba, an in-depth look at the 
concept of media advocacy, this book lays out the theoretical framework and 
practical guidelines to successful media advocacy strategies. CONTACT: SAGE 
Publications, 2455 Teller Road, Newbury Park, CA 91320-2218(805-499-0721)

"PERCEIVING THE COMMUNITY NORMS OF ALCOHOL USE AMONG STUDENTS: SOME RESEARCH 
IMPLICATIONS FOR CAMPUS ALCOHOL EDUCATION PROGRAMMING," H. Wesley Perkins, 
Ph.D., Alan D. Berkowitz, Ph.D., The International Journal of the Addictions, 
21(9).

STRATEGIC COMMUNICATIONS FOR NONPROFITS, a series 9f nine media guides focusing 
on media advocacy, talk radio, op-eds, designing a media campaign, using video 
and cable access, and e1.ectro~cnetworking. CONTACT: Benton Foundation, 1634 Eye 
Street, NW, 12th Floor, Washington, DC 20006 (202-638-5770)

"TWO APPROACHES TO HEALTH PROMOTION IN THE MASS MEDIA," World Health Forum, Vol. 
11,1990. This article, written by Dr. Lawrence Wallack, concentrates on two 
strategies for health promotion in the mass media: social marketing and media 
advocacy.

The following publications are available from the NATIONAL CLEARINGHOUSE ON 
ALCOHOL AND DRUG INFORMATION (1-800-729-6686).

ALCOHOL PRACTICES, POLICIES,AND POTENTIALS OFAMERICAN COLLEGES AND UNIVERSITIES: 
A WHITE PAPER

COLLEGE BULLETIN: PUT ON THE BRAKES! TAKE A LOOK AT COLLEGE DRINKING 
(newsletter)

"PRESIDENT'S COMMISSION ON MODEL STATE DRUG LAWS: EXECUTIVE SUMl\1ARY" The goal 
of this report is to establish a comprehensive continuum of responses and 
services, encompassing prevention, education, detection, treatment, 
rehabilitation, and law enforcement to allow individuals and communities to 
fully address alcohol and other drug problems. 

PREVENTIONRESOURCE GUIDE: COLLEGE USE This resource guide contains facts, 
figures, and resources on college drinking. It is part of CSAP's prevention 
program, '~t on the Brakes," designed to raise awareness about alcohol problems 
on college campuses and to call to action college presidents, governing boards, 
faculty, administrators, and students.

STRATEGIES FOR PREVENTINGALCOHOLAND OTHER DRUG PROBLEMS ONCOLLEGE CAMPUSES: 
FACULTYMEMBER'S HANDBOOK

STRATEGIES FOR PREVENTINGALCOHOLAND OTHER DRUG PROBLEMS ONCOLLEGE CAMPUSES: 
PROGRAMADMINISTRATOR'S HANDBOOK


Facts, Statistics and Data Collection

ALCOHOL AND DRUGS ON AMERICAN COLLEGE CAMPUSES: USE, CONSEQUENCES, AND 
PERCEPTIONS OF THE CAMPUS ENVIRONMENT, Volume I: 1989-91 provides analysis and 
statistics from the Core Alcohol and Drug Survey. The core survey instrument is 
included. CONTACT: The Core Institute, Student Health Program, Southern Illinois 
University, Carbondale, IL 62901 (618-453-4366)

COLLEGE ALCOHOL RISK ASSESSMENT GUIDE provides higher education professionals 
and student leaders with the technology necessary to understand and monitor 
campus alcohol problems and to enact problem-oriented prevention policies. 
CONTACT: Alcohol, Tobacco, and Other Drug Studies University Extension, 
University of California, San Diego, La Jolla, CA 92093-0176 (619-435-6331). 
After 12/94 contact the National Clearinghouse for Alcohol and Drug Information 
(1-800-729-6686).

THE COLLEGE ALCOHOL SURVEY of four year institutions, conducted every three 
years since 1979, asks administrators: What are you doing with alcohol and other 
drugs with regard to policies, programs, support services, prevention 
programming, research, information gathering, resources, and extent of problems? 
CONTACT: David Anderson, George Mason University, Center for Health Promotion, 
Fairfax, VA 22030 (703-993-3697)

COLLEGE STUDENTS SURVEY ON DRUG ABUSE: 1980-1990 CONTACT: National Clearinghouse 
for Alcohol and Drug Information (1-800-729-6686)

COLLEGIATE ALCOHOL MANAGEMENT GUIDE FOR STUDENT ORGANIZATIONS COLLEGIATE ALCOHOL 
RISK ASSESSMENT GUIDE

DRUG MANAGEMENT GUIDE

These assessment tools are useful for institutions to determine if they're doing 
all they can about alcohol and drug-related problems as they relate to student 
organizations. CONTACT: Integrated Substance Abuse Consultations, P.O. Box 7505, 
Arlington, VA 22207, (703-237-3840)

DRUG AND ALCOHOL SURVEY OF COMMUNITY, JUNIOR, AND TECHNICAL COLLEGES of key 
administrators at two year colleges regarding prevention programs, staff 
training, extent of problems, resources, and campus activities.  CONTACT: David 
Anderson, George Mason University, Center for Health Promotion, Fairfax, VA 
22030 (703-993-3697)

NATIONAL INVENTORY OF COLLEGIATE DRUG/ALCOHOL INITIATIVES is publicly 
available.'  CONTACT: David Anderson, George Mason University, Center for Health 
Promotion, Fairfax" VA 22030 (703-993-3697)

NATIONAL SURVEY RESULTS ON DRUG USE from MONITORING THE FUTURE STUDY, 1975-1992, 
Vol. 2: College Students and Young Adults CONTACT: National Clearinghouse for 
'Alcohol and Drug Information (1-800-729-6686)


Journals
* Addictive Behaviors
* British Journal of the Addictions
* International Journal of the Addictions
* Journal of Alcohol and Drug Education
* Journal of American College Health
* Journal of College Student Development
* Journal of Drug Education
* Journal of Drug Issues
* Journal of Studies on Alcohol


Alcohol Industry Representatives

The following list is provided to help prevention coordinators identify the 
sources of materials that may be distributed by the alcohol industry to college 
campus organizations. In addition, many of the alcohol industry representatives 
listed 'below have a strong presence in national and state capitols, as well as 
local communities, during policy development and debate Opportunities to 
"piggyback" on media stories may result when a media advocate is fully informed 
about what the industry is doing.

AMERICAN WINE ALLIANCE FOR RESEARCH AND EDUCATION, sponsored by the wine makers, 
AWARE runs education and research programs and maintains a resource center.  
CONTACT: 244 California Street, Suite 300, San Francisco, CA 94111 (415-291-
9113)

ANHEUSER-BUSCH is the nation's largest brewer and markets Budweiser and other 
beer brands. The company also owns Sea World and Busch Gardens amusement parks. 
Their Consumer Awareness and Education department sponsors National Collegiate 
Alcohol Awareness Week during October.  CONTACT: 1 Busch Place, St Louis, MO 
63118 (314-577-2000)

BEER INSTITUTE is the trade association for American brewers and their 
suppliers. CONTACT: 1225 Eye Street, NW, Suite 825, Washington, DC 20005 
(202-737-2337)

CENTURY COUNCIL is a coalition of alcohol industry representatives that works on 
alcohol abuse, underage drinking, and drinking driving issues. CONTACT: 550 S. 
Hope Street, Suite 1950, Los Angeles, CA 90071 (213-624-9898)

DISTILLED SPIRITS COUNCIL OF THE UNITED STATES is the trade organization for 
liquor producers. CONTACT: 1250 Eye Street, NW, Suite 900, Washington, DC 20005 
(202-628-3544)

NATIONAL BEER WHOLESALERS ASSOOATION is the trade association for the beer 
wholesalers. CONTACT: 1100 S. Washington Street, Alexandria, VA 22314-4494 
(703-683-4300)

PHILIP MORRIS produces and markets Miller beers in addition to tobacco products. 
CONTACT: 120 Park Avenue, New York, NY (212-880-5000) 

WINE INSTITUTE is the trade association for the United States wine industry.
CONTACT: 425 Market Street, Suite 1000, San Francisco, CA 94105 (415-512-0151)

WINE AND SPIRITS WHOLESALERS OF AMERICA, INC. is the trade association for the 
wine and distilled spirits wholesale industry. CONTACT: l02315th Street, NW, 4th 
Floor, Washington, DC 20005 (202-371-9792)

Other alcohol industry representatives on college campuses may include local 
beer distributor representatives.