Group publishes research on campaign aimed at reducing high-risk drinking
Staff, faculty and a graduate student at NDSU have published an article on the student-driven social marketing campaign, “Before One More.”
Erika Beseler Thompson, assistant director for alcohol and other drug abuse prevention; Frank Heley, graduate student in criminal justice and graduate research assistant in orientation and student success; Laura Oster-Aaland, assistant dean for enrollment management; Sherri Nordstrom Stastny, assistant professor in health, nutrition and exercise science; and Elizabeth Crisp Crawford, assistant professor in communication, had their peer-reviewed article published in the March issue of the international journal, Social Marketing Quarterly. The article is available at http://smq.sagepub.com.
The article examines the campaign’s impact on outcome measures related to college student high-risk drinking. Results of the study indicated the “Before One More” Facebook page and campaign video were effective in prompting students to visit the campaign website, and students who visited the website reported greater confidence and use of strategies to lower the risk of alcohol consumption.
The campaign was created by students in an undergraduate advertising practicum course in fall 2010 to support the strategic plan of the President’s Council on Alcohol and Other Drugs. In campaign development, the students chose symbols from the college drinking experience to draw attention to the campaign and reduce student resistance to prevention-focused messages. These items included the red cup and bar stamp image, as well as the tagline, “Is it one too many?”
For more information on the campaign, visit www.ndsu.edu/alcoholinfo/students/alcohol_before_one_more.
NDSU is recognized as one of the nation's top 108 public and private universities by the Carnegie Commission on Higher Education.