ohio university nsac 2009: century council
TRANSCRIPT
8/3/2019 Ohio University NSAC 2009: Century Council
http://slidepdf.com/reader/full/ohio-university-nsac-2009-century-council 1/36
ohio universityohio university
8/3/2019 Ohio University NSAC 2009: Century Council
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8/3/2019 Ohio University NSAC 2009: Century Council
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2
1110
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29
contents
executive summary and situation analysis
research
creative
pr and promotions
media
closing
campaign continuation
5target
strategic goals
20
24
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executive summary
2
!" #$%&'"()'*"+',-.'")'/%012'".3)&'4-').'&"35",%)/'63-&"32'6.3)&-78013)"35"%9.3$39":;"<="3)">?"0%6/'0".%78-&'&"@10$1)"0$'"516&0";'%6"35"0$'".%78%1/)
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Phase One!" ()'";'%6 !" R'80'7:'6"BG">??S"D"T-/-&0"UBG">?B?!" VB?"719913)":-,/'0
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Phase Two!" C3)01)-%013)"D"%0"9'%&0"<";'%6&!" Y'/1)&"R'80'7:'6"BG">?B?!" #6321,'"0339&"03"1789'7')0".%78%1/)"
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i m p l e m e n t a t i o n
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Situation Analysis,'51)1)/"0$'")%013)%9"863:9'7
N a
t i o n a l d a t a>??<"C36'"T9.3$39"%),"I6-/"R-62';"
ZUUGUES"6'&83),')0&"3)"<U".399'/'".%78-&'&[
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!" R')136&"""""""""""UB^U="
S e r i o u s c o n s e q u e n c e s $19'"-),'6"0$'"1)59-').'*
!" >^F="$%,"-)@%)0',"&'a"!" >^E="'a8'61').',"2139').'!" E=",%7%/',"8638'60;!" B< <="@'6'"$-60"36"1)b-6',!" >c^U=",632'"%".%6
!" T..36,1)/"03"WdTTT",%0%G"%:3-0"BGF??".399'/'"&0-,')0",'%0$&"%6'"91)J',"03"%9.3$39"'%.$";'%6e"%90$3-/$"0$1&")-7:'6"1&"&7%99"1)"6'9%013)"03"0$'"B>"719913)"030%9G"'2')"3)'",'%0$",-'"03"%9.3$39"32'6.3)&-78013)"1&"06%/1.
A$'"C')0-6;"C3-).19G"%")%013)%9")30D536D863510"36/%)1N%013)"5-),',":;"%"/63-8"35",1&0199'6&G"$%&"'a0'),',"-83)"10&"7%1)"1)101%012'&"D"86'2')01)/",6-)J",6121)/"%),"-),'6%/'",61)J1)/"D"03".37:%0"0$'",%)/'63-&"32'6.3)&-78013)"35"%9.3$39"3)".399'/'".%78-&'&")%013)@1,'^ #$
all campuses% regardless
of size% have high&riskdrinkers'((A'66;"f33)&T&&3.1%0'"I16'.036"35"\'%90$"#6373013)&G"($13"M)12'6&10;
T90$3-/$".399'.012'"%9.3$39"-&'".%)"53&0'6"83&1012'"8''6"1)0'6%.013)G"71&-&'".%)".%-&'"7%b36"$'%90$G"&3.1%9"%),".377-)10;"1&&-'&^"
W%013)%9",%0%"6'86'&')0&"0$'"5%.0"0$%0"%9.3$39"32'6.3)&-78013)"1&"%"&1/)151.%)0"863:9'7"3)".399'/'".%78-&'&^"
A3"%,,6'&&"0$1&"1&&-'^^^
C o m m o n
C o n
s e q u e n c e sT&"%"6'&-90"35"%9.3$39".3)&-78013)*
!" U?^E="71&&',"%".9%&&!" UB="'a8'61').',"%)"%6/-7')0"36"51/$0!" UF^U="'a8'61').',"7'736;"93&&!" Ug^B=",1,"&37'0$1)/"0$';"9%0'6"6'/6'00',!" <U^g="'a8'61').',")%-&'%"36"237101)/!" c>^g="$%,"%"$%)/32'6
3
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Situation Analysis,'51)1)/"0$'"93.%9"863:9'7
b i n g e d r i n k i n g
>??E"T9.3$39"%),"(0$'6"I6-/&"ZT(I["R-62';
!" UU=",61)J"%0"9'%&0"U"017'&"%"@''J !" Eg="35"(M"&0-,')0&"6'8360"$%21)/"<"36"
736'",61)J&"1)"3)'")1/$0
C3)&'4-').'&*!" B>="@'6'"0%J')"%,2%)0%/'"35"&'a-%99;!" UE="$%,"-)89%))',"&'a-%9"%.01210;"!" <B="6'8360',"71&&1)/".9%&&!" <B=",1,"&37'0$1)/"0$';"6'/6'00',!" cE="$%,"&0-,;"36"&9''8"1)0'66-80',!" cg="$%,"03":%:;D&10"%",6-)J"
!" R0-,')0&",3")30"1,')015;"@10$"0$'":1)/'",'51)1013)"35"FDc".3)&'.-012'",61)J&e"0$1&"%73-)0"1&")30",%)/'63-&"03"0$'7
!" T0"FDc",61)J&G"0$';",3)h0"'a8'61').'"%);")'/%012'".3)&'4-').'&
L o c a l D a t aOhio University
#61).'03)"+'21'@"+%)J1)/&*iB"\%6,"X14-36"C3)&-78013)i<"#%60;"R.$339
A3"%231,"0$'"%7:1/-3-&"0'67"K:1)/'",61)J1)/L"@'"$%2'".$3&')"03"6'5'6"03"0$'"863:9'7"%&",%)/'63-&"32'6.3)&-78013)"36"I(C^^^
#$the binge drinking definition isnonsense' i would barely be buzzedafter 4 drinks' it is different foreveryone% so you shouldn)t put a
number on it'C$61&G"R38$3736'
#$dangerous drinking is getting sickor blacking out''' it puts drinking ina bad light'T::;G"R')136
#$
if we could get students to thetechnical binge drinking numberthat would be good' we want to getthem from 10 drinks down to 4&6 'I6^"f')0"R710$G"j#"536"R0-,')0"T55%16&G"($13"M)12'6&10;
!" A3"&0-,')0&G",61)J1)/":'.37'&",%)/'63-&"@$')"0$';"'a8'61').'".3773)")'/%012'".3)&'4-').'&"91J'"237101)/"36":9%.J1)/"3-0e"0$'&'".3)&010-0'",%)/'63-&"32'6.3)&-78013)
!" R0-,')0&"%9&3"1,')015;"@10$"0$'"&3.1%9".3)&'4-').'&"91)J',"03"237101)/"%),":9%.J1)/"3-0G"91J'"'7:%66%&&1)/"0$'7&'92'&"36"71&&1)/"3-0"3)"&37'0$1)/
d a n g e r o u s d r i n k i n g
4
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Research
5
1 2 F o c u s G r o u p s
8 0 q u a l i t a t i v e s u r v e y s
&-62';&"%),"53.-&"/63-8&
What We Learned:!" Y'.%-&'"&0-,')0&"J)3@"0$'"83&1012'"
%&8'.0&"35",61)J1)/G"0$';"%6'"%,2'6&'"03"5167"%)01D,61)J1)/"7'&&%/'&
!" R0-,')0&"8'6.'12'"%9.3$39"%&"%")'.'&&%6;"8%60"35".399'/'":'.%-&'"35"0$'"
'a8'61').'&"10"5%.1910%0'&
!" H%);",1&.-&&',"&0361'&"@$'6'"I(C"6-1)',"%)"'2')0"
What We Learned:!" R0-,')0&"-&'",61)J1)/"536"83&1012'"6'%&3)&G"
&-.$"%&"1).6'%&1)/"0$'"&83)0%)'10;"35".399'/'G":-0"0$';"350')"6'%.$"%"831)0"@$'6'"10"1&")3"93)/'6"')b3;%:9'G"%),"0$';"71&&"3-0"3)"0$'"5-)"0$';"&'0"3-0"03"%.$1'2'
What We Learned:!" H%b3610;"1,')015;"@10$"0$'"53993@1)/"
.3773)"%),"&3.1%9".3)&'4-').'&*" "
Common/Social Consequences!" U<="71&&',"3-0"3)"0$'"3..%&13)"
:'.%-&'"35":9%.J1)/"3-0
!" F>="71&&',"3-0"3)"0$'"3..%&13)":'.%-&'"35":'.371)/"&1.J
!" c?="1).3)2')1').',"561'),&!" E?="'7:%66%&&',"0$'7&'92'&!" E?="&%1,"&37'0$1)/"0$';",1,)h0"7'%)
Serious Consequences!" E="@')0"03"0$'"$3&810%9!" <^<="033J"%"561'),"03"0$'"$3&810%9!" B="'a8'61').',"0$'",'%0$"35"%"561'),"
,-'"03"%9.3$39".3)&-78013)
#$
My buddy and his roommate''' were
having a great time until they pushed
their limits and fought'(Everyone was
mad at them'''(when they woke up' they
knew they had messed up'H%9'G"_-)136
2 0 0 q u a n t i t a t i v e s u r v e y s
#$
Before my sorority date party
I drank almost a whole box of
wine' I blacked out by 7 pm ' It was
a negative experience'''I paid !30
for a party I didn*t even go to']'7%9'G"R38$3736'
R0-,')0&"6'b'.0"7'&&%/1)/"0$%0"$1/$91/$0&"&'613-&".3)&'4-').'&":'.%-&'"0$'"7%b3610;"$%&)h0"'a8'61').',"0$'7"%),",3)h0"0$1)J"0$';"'2'6"@199"ZA$'"A$16,"#%60;"Q55'.0[^
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Research
6
1)0'621'@&G"'0$)3/6%8$1'&"%),"7321'&
s t u d e n t I n t e r v i e w s
E t h n o g r
a p h i e s " T
h i r d P a r t y
o b s e r v a t i o n s
M o v i e A
n a l y s i s
What We Learned!" R0-,')0&"5199"0$'16"017'"@10$".3-)09'&&"
%.012101'&"03"0%J'"%,2%)0%/'"35"0$'"F"&$360";'%6&"35".399'/'
!" I61)J1)/"1)"%"&3.1%9"%073&8$'6'"1&"3)'"35"0$'&'"%.012101'&
!" C399'/'"1&"736'"%:3-0"0$'"'a.101)/"'a8'61').'&".6'%0',"0$63-/$",61)J1)/"6%0$'6"0$%)"0$'"%.0-%9",61)J1)/"10&'95
What We Learned!" T9.3$39"1&"%"&3.1%9".%0%9;&0e"10".6'%0'&"
388360-)10;"536"83&&1:19101'&"%),"&3.1%9"1)0'6%.013)
!" T9.3$39"5%.1910%0'&":3),1)/G"'a.10'7')0"%),"&83)0%)'10;
!" A$'"7',1%"863730'"0$'"7;0$"0$%0"I(C".6'%0'&"0$'"-9017%0'".399'/'"'a8'61').'
#$I)m always busy% but I make
time for fun' I go to the bars% watch movies and relax withfriends+ the perfect balancebetween work and play' H1.$'99'G"R')136
What We Learned
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Research
7
'a8'60"1)0'621'@&
d)DI'80$"d)0'621'@&"@10$"Qa8'60&"3)"C399'/'"I61)J1)/"
A'66;"f33)&T&&3.1%0'"I16'.036"35"\'%90$"#6373013)"536"R-:&0%).'"T:-&'"#6'2')013)"k"Q,-.%013)($13"M)12'6&10; #$people drink to have a goodtime% but there comes a point
when drinking too muchactually ruins the fun'
f')0"_^"R710$"_6^G"#$^"I^j1.'"#6'&1,')0"536"R0-,')0"T55%16&($13"M)12'6&10; #$We don)t want to tell people toabstain' We have to be realistic' We must cause conversationamong peers because studentsdon)t hear administrators'
X'3)"T),'6&3)G"#$^I^#635'&&36"35"R3.1393/;G"I'21%)0"Y'$%2136 ($13"M)12'6&10; #$Students would benefit
from seeing ways to enjoydrinking without gettingdangerously wasted'
A$37%&"j%),'6"j')G"#$^"I^T&&3.1%0'"#635'&&36"R3.1393/;G"C6171)393/;%),"R3.1%9"#63:9'7&($13"M)12'6&10;" #$The anxiety about drinking can beoverblown% which results in
misguided strategies that seek tolimit drinking without recognizingsome of the positive benefits ofcollective alcohol use'
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Target.399'/'"&0-,')0&
p e r c e p t i o
n s
H%9'&"%),"]'7%9'&"%/'&"BED>F
How They Spend Their Time!" d)0'6)'0PR3.1%9")'0@36J1)/"&10'&!" I61)J1)/"1)"%"&3.1%9"%073&8$'6'!" T0$9'01.&PR83601)/"'2')0&"!" \%)/1)/"3-0"@10$"561'),&!" C9-:&P(6/%)1N%013)&PO6''J"915'!" C9%&&PR0-,;1)/
+'86'&')0%013)"35"0$'16".399'/'"'a8'61').' +'86'&')0%013)"35"0$'16"'a8'61').'"@10$"%9.3$39
How They Feel About Drinking!" d0"5%.1910%0'&"&37'"35"0$'"&83)0%)'3-&"
'a8'61').'&"0$%0"$%88')"1)".399'/'
!" C6'%0'&"'a.10'7')0"%),"0$'"%:1910;"03":3),G"7''0"8'389'G"6'9%aG"93&'"1)$1:1013)&"%),"$33J"-8
!" A$';"J)3@"0$'16"8'6&3)%9"91710&"%),"5''9"0$';",3")30")'',"03":'"039,"$3@"03"&0%;"@10$1)"0$'7e"$3@'2'6G"0$';".%)":'"
',-.%0',"3)"0$'"&3.1%9"%),"'a8'61')01%9":')'510&"35"&0%;1)/"@10$1)"0$'16"91710&
How They Feel About College!" #-0"%"&063)/"'78$%&1&"3)"&3.1%9"%&8'.0&
!" R''".399'/'"%&"7%,'"-8"35"7%);"5-)G"6%),37"'2')0&"%),"'a8'61').'&"0$%0"3)9;"$%88')",-61)/".399'/'"
!" C399'/'"1&"%"017'"03"')b3;"915'"@10$3-0"7%b36"6'&83)&1:19101'&"36"6'%9"@369,".3)&'4-').'&"
#$College students drink to get drunk' Do it
now while you don*t have a job or kids,(
A3,,G"_-)136
C o l l a g e s
8
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Target&06%0'/1."&'/7')0&
!" `%9J"0$'"91)'":'0@'')"#63:9'7"%),"H3,'9"I61)J'6&"
!" R3.1%91N1)/"1)"%",61)J1)/"%073&8$'6'"1&"0$'16"1,'%9"6'9'%&'"3)"0$'"@''J'),
!" I61)J"U"017'&"8'6"@''J
!" Qa.'',"0$'16"8'6&3)%9"91710">DU"017'&"8'6"73)0$
!" +'/6'0"0$%0"I(C"&37'017'&"7%J'&"0$'7"36"0$'16"561'),&"71&&"3-0"3)"'a8'61').'&
p
r o b l e m d r i n k e r s!" I61)J"F"D<",%;&"%"@''J"%),"'a.'',"0$'16"
8'6&3)%9"91710"0@1.'"%"@''J
!" O'0"3-0"35".3)0639G"1).3)2')1').'"561'),&"%),"&37'017'&".%-&'"8638'60;",%7%/'"%),"8'6&3)%9"1)b-6;
!" (50')"'a8'61').'":9%.J3-0&G"237101)/"%),"6'063&8'.012'"'7:%66%&&7')0"35"0$'16"%.013)&
!" H1&&"3-0"3)"'a8'61').'&":'.%-&'"35"0$'")'/%012'".3)&'4-').'&"35"I(C
t y p i c a l
d r i n k e r s
#$
I was rolling on the floor% textingand calling people% By the end ofthe night I had thrown up in publicand had to be carried home% Thenext morning I was hung over% but Iwent out to drink again anyway,
!" A;81.%9"I61)J'6&"@10$3-0"0$'"#63:9'7"I61)J'6":'$%2136
!" I61)J1)/"1)"%"&3.1%9"%073&8$'6'"1&"%"&0%89'"1)"0$'16".399'/'"'a8'61').'G":-0"0$';"%231,"0$'"&3.1%9".3)&'4-').'&"35"I(C
!" (50')"1).3)2')1').',":;"0$'16"561'),&h"I(C":'$%2136
!" (..%&13)%99;"71&&"3-0"3)"'a8'61').'&":'.%-&'"35"0%J1)/".%6'"35"561'),&
m o d e l d r i n k e r s
#$I had a great time with my friends
and kept a nice buzz% but I didn)t gooverboard because I never do'
#$I had a dinner party and starteddrinking early in the day' i endedup passing out while everyone elsewas having a good time%(and i wasdisappointed that i missed out on all
the fun'
`'",'51)'"K71&&1)/"3-0L"5637"I(C"%&":9%.J1)/"3-0G"237101)/G"$%21)/"03"0%J'".%6'"35"%"561'),G"51/$01)/"36"8%&&1)/"3-0"033"'%69;^"A$1&"7'%)&"0$';",1,)h0"$%2'"0$'"5-)"0$';"&'0"3-0"03"%.$1'2'"%),P36"6-1)',"10"536"
0$'16"561'),&^
9
Problem, Typical and Model Drinkers
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Strategic Goals.$%)/1)/",61)J1)/":'$%2136
T
h r o u g h
o u r c o m m u n i c a t i o n Problem Drinkers
!" O'0"0$'&'",61)J'6&"03"6'%91N'"0$';"71&&"3-0"3)"0$'":'&0"8%60&"35"
.399'/'":'.%-&'"35"0$'16"I(C
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Typical Drinkers
!" I1&.3-6%/'"0$'"3..%&13)%9"I(C"35"0$'&'",61)J'6&":;"6'71),1)/"
0$'7"0$%0"0$'16":'&0"'a8'61').'&"$%88')"@$')"0$';",3)h0"/3"32'6:3%6,
!" A$';"@199":'.37'"H3,'9"I61)J'6&G"7%J1)/"0$'"73&0"35"0$'16"83&1012'"&3.1%9",61)J1)/"$%:10&
Model Drinkers
!" Q).3-6%/'"0$'&'",61)J'6&"03".3)01)-'"7%J1)/"0$'"73&0"35"0$'16"
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PR AND PROMOTIONS
22
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24
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Campaign Continuation8$%&'"3)'"'2%9-%013)"k"8$%&'"0@3
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31
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m a r k e t i n g t e a mLauren Miller, DIRECTOR
Jason Young, DIRECTORf17"T7',63H10.$"Y%69';R%6%$"Y-'90'67%)_%71'"Y-J21.X%-6')"Y;6@%
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Victor Rasgaitis, DIRECTORf17"T7',63I3-/"Y%16 H10.$"Y%69';T91&3)"Y%601&$R%6%$"Y-'90'67%)
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Andrea Kozakewich, DIRECTORCameron Woodruff, DIRECTORI3-/"Y%16 C$%,"\%62199'I%)1'99'"H3661&X1),&';"W'191)/H'/%)"#%;)0'6
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Liz FolletKatie Mooney
Campaign Directors
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