It Takes Less Than U Think

1. Effectively Engaging College Students in Binge Drinking Prevention It Takes Less Than U Think

2. Organizational Structure: Links to Academic Affairs and Student Affairs • Division of Academic Affairs • College of Community Health Sciences • Family Medicine Residency • University Medical Center • Student Health Center • Dept of Health Promotion & Wellness • Division of Student Affairs - link • HPW Dept Director, Member of the Student Affairs Leadership Team • Directors report to the VP of Student Affairs

3. Department of Health Promotion & Wellness • Faculty Director • Professional Health Educators (4) • Program Assistant • Graduate Assistants (4) • Project Health Peer Educators (100) • Health Interns, Academic Credit Experiences

5. Current Approaches to AOD • Evidence Based • AlcoholEdu™ • BASICS • Policy • Centralized Alcohol Policy • Medical Amnesty Policy • Engagement • Red Watch Program • Save- A-Life (drunk driving simulator)

6. Current Approaches to AOD • Curriculum Infusion • E-Learning, Freshman Seminar, Advertising and Public Relations, New College, C&BA • CHS 200 Health & Wellness Advocacy • Alternative Activities • Rising Tide Student Tailgate • Alternative Spring Break • Community Service • General Education • Awareness Events • Peak High Risk periods

7. The College Effect Source:

8. Other Campus Approaches Environmental Administrative level Diversify retail market close to campus Increase UA PD staff Collaboration with Mayor/City Council to limit bar hours to 2 am instead of 24 hours Enforcement Dean of Students Code of Conduct Group Alcohol Education Classes Case Management UAPD Crimson Watch and Community Oriented Police Program Greater collaboration with city/county police departments for increased staff at high risk times, home games

9. Collaborative ProcessLess Than You Think

10. Multidisciplinary Approach to Curriculum Infusion Pairing of Academics and Applied APR Class Department of Health Promotion & Wellness Creates an opportunity for students to participate in the process of alcohol prevention on a higher level

11. Key Network for Success Who Central Administration Student Health Health Promotion & Wellness Department Faculty Public Relations, Health Education, Family Medicine University Relations Staff Ad Team UA students and the community

12. Reducing Binge Drinking Students create a concept Students consult HPW Dept 2 distinct cultural interactions Re-conceptualize Alcohol Prevention

13. Culture Perspectives • Student Culture - real, edgy, sometimes “raw” • Their stakeholders: peers • University Culture - evidenced based, context of whole university image, sensitive to depiction of risky & harmful behaviors taken out of context • Stakeholders: Alumni, Parents, Board of Trustees, Faculty, Staff, Community, Students • Reality: the majority do not binge, drink & drive, assault others, consistent with the national numbers • The public and press are quick to pick up on the sensational as representative

14. Blending Cultures for Success Administrative by-in: Provost and VP Agency Client Model for the Students HPW Department, Primary Client with Health Promotion Expertise University Relations, Secondary Client Advisory Model Academic Faculty Advisor: Mrs. Henley Student Leadership Team Research Creative Public Relations & Promotions Media Plans Book

15. Blending Cultures for Success Key Message: Reducing Binge Drinking Critical thinking about lifestyle…………and the link to common social situations for college students Key Strategy: Humor and realistic life circumstances (funny when they happen to someone else!) Negative social consequences

16. Blending of Cultures for Success Relate to students in a professional capacity Students establish trust with the HPW Department, University Relations, and the campus community University entities build trust with the students

17. Blending of Cultures for Success Students have ownership in the project beyond their grade. Their work is representing the University. Result: Generating dialogue at all levels of the institution Willingness to take calculated risks Creating synergy

18. Essentials for Success Faculty experience in translating academics to practice Student investment in the campaign

19. Less Than U Think Campaign LessThanUThink.org

20. what is LessThanUThink?

21. LessThanUThink is funny

22. LessThanUThink is edgy

23. only the beginning… www.ltut.org

24. why social media?

25. web consumption • only 28%of UA students visit websitesthey see on posters • students spend web time on social media “we’re not here…”

26. web consumption • more specifically, students visit facebook, twitter and youtube facebook.com/ lessthanuthink twitter.com/ ltuthink • each is unique: • facebook = visuals, articles & ?s • twitter = discussion, outreach & • engagement youtube.com/ ltuthink • youtube = visual storytelling

27. social media strategy 1. create conversation 2. engagement 3. outreach

28. create 1. conversation

29. facebook • create“fan” or“cause” page • users more likely to “like” than send invite request • used facebook to: • promote events • post event poster w/ description • share articles/links • always add comment/ask for opinion • ask questions • facebook polls • fav. promo item? • “virtual yearbook” • event photos/comments • resource for news media

30. twitter • manage via hootsuite.com • schedule tweets per week • steady stream of posts • builds presence • allows manager to focus on interaction • what do i tweet? • events, newspaper ads, • media coverage • updates to: • website, blog • relevant articles/links • retweet, @reply • weekly contests • photo, trivia, best # • consistency, builds presence

31. twitter

32. youtube • bring LessThanUThink to life • visually tell our story • media resource/archive • commercials, coverage • “behind the scenes” • humanize campaign • show we are students • relate to our audience • weak promotion tool • must promote otherwise • facebook, twitter • website • events • traditional media, ads

33. 2. engagement

34. photo contest • created “events” tab on facebook • LessThanUThink sent invites to friends • team members invited friends • promoted via Web platforms • changed profile pic to flier • promote offline • promotional flier • press release • newspaper ad • 2,400 pics • uploaded

35. statewide video • launched on “Higher Ed Day” • event at Higher Ed Day • QR code handout • asked students to tweet/post video • received free t-shirt • promote on and offline • featured on website • posted link on facebook, twitter • press release • more than • 1,800 views

36. flash mob • recruited dancers via facebook • created “events” page • wore t-shirts with “@LTUThink” • drive curious students to twitter • promote offline • press release • media coverage was posted via LTUT social media • more than • 3,000 views

37. outreach 3.

38. the tweet heard ‘round the campus

39. the Shaq PSA

40. how’d Social Media help? • take audience’s pulse • gauge how message is received in real-time • listen to comments/twitter #s • instant feedback • allows for strategy adjustment • added personality • humanized campaign • had fun interaction with peers • continued discussion • 2-way conversation • unique to social media

41. Lessons and Experience Affirmed • Students input is valuable; they know their “immediate reference group” best • Faculty and staff understand the broader context of culture better; committed to student success • Administrative support critical • Talent is abundant on college campuses, both in faculty/staff resources as well as student creativity and energy

42. Opportunities Student Health Centers Provide Health Educators, trained in population based education and evaluation 1:6,000 students minimum Staff involved directly in campus based activities, relieving faculty in this area; serving as additional advisors; Value outreach as well as the clinical acute care role Engage Faculty PR Faculty: Campaigns class experiences with Health Educators Health Studies/Education Faculty: Internships, Class projects, etc Advising students, student organizations, encouraging collaboration Student Organizations Expand collaboration with SGAs, other student professional organizations, Greeks, Campus Based Ministries

43. LTUT: Relevance to UA • Enhanced credibility of the faculty/staff/student collaborative model to central administration in addressing the highly sensitive topic of alcohol use /misuse • Set the stage for a long term relationship of collaborative projects with an academic discipline, and their related student organizations • Built a greater foundation of trust when this type of collaboration is fostered on a professional level: • Client model to student group • Student group accountability to the professional client

44. Relevance to Other Campuses • A similar campaign can be adopted on other campuses now that quality materials have been developed • A website on LTUT in a lifestyle context has been developed which could be a link for other campuses and cover issues beyond alcohol • A role model for collaboration between a PR department/Ad Team and the university’s health center/dept of HPW is represented here • Shared approaches

45. student engagement your on campus… it takes LessThanUThink!

46. thank you!

47. Contact Information Delynne Wilcox, Ph.D., MPH, CHES dwilcox@cchs.ua.edu 205-348-0859