The Role of Mass Media Campaigns in Reducing High-Risk Drinking among College Students

The article describes 3 types of media coverage on student drinking. The 3 key components are information, social norm marketing and advocacy. To me the author feels there should be a better study/awareness of college drinking. To quote the article “As of this writing, only one major media campaign has focused on policy advocacy to reduce college student drinking, but it is still being evaluated.” The author goes on to say that’s there are a few steps that can be taken like organized lessons as a series of steps for the campaign development. How to plan a proper approach , the target audience, the approach , the message/ exposure (how its going to reach its target audience).
The article goes on to say that the power of the media is the best way to reach the target audience for college drinking.  With the internet billboards radio ads television spots at companies disposal its easy to spread a message the article says “The “Dirk” campaign, sponsored by the Ohio Department of Transportation, is a similar awareness campaign. Print advertisements are built around a fictional character, Dirk, who sets out to learn about the negative consequences of excessive alcohol consumption among Ohio college students.” For an ad to have impact for me it has to be clever I think we all know the dangers of to much hooch so information and spoon feed facts are a no go to me and many others my age. There has to be a clever way to deliver a message yet educating at the same time, the article says “ if students more accurately perceive how much drinking is really going on, then this should change their perception of the norm, which in turn should lead to reductions in high-risk drinking. The effort to get this message out—using publicity events, student newspapers, posters, email messages, and other campus-based media—is called a social norms marketing campaign”. later in the article the author talk about a website that is promoted by posters and emails and once your on said site you take a test dedicated  to alcohol consumption. The article says “The website is designed to reinforce the visitor’s negative opinion about high-risk drinking and provide a resource for students who want to “do something about it.” Under the banner “Binge Drinking Blows,” the home page begins, “Had enough on your campus?”
The article concludes by saying its up to the university and how they feel they should market student drinking and that the steps above are key ways to inform students.