California State Polytechnic University (Pomona)

Birthday Card Program

Project Description

Located in Pomona, California, California State Polytechnic University-Pomona (CSU) is a part of the California State University system and has an enrollment of approximately 18,000 students. In December of 1999, the Health Promotion and Educational Services office at CSU began a modest social norm campaign targeted solely at students about to turn 21. Data there revealed that the percentage of students who expect to "binge" drink on the day they celebrate their 21st birthday is more than 50% greater than the number that actually do.

Project Objective

To promote "party safe" goals and messages to students about to turn 21.

Baseline Data:

See Primary Normative Message

Primary Normative Messages

"On the day Cal Poly Pomona students celebrated their 21st birthdays:
  • 46% did not drink any alcoholic beverages
  • 70% of the men drank less than 5 alcoholic beverages
  • 71% of the women drank less than 4 alcoholic beverages
  • 89% did not have any negative consequences from drinking too much…they averaged only 3 drinks each!"

Marketing Method Employed

Informational birthday card sent to students about to turn 21.

Evaluation

Initially, birthday cards with normative messages were sent to half of the students about to turn 21. Subsequently, a confidential, mail-out survey was sent to both those who had received a birthday card and the control group of those who had not. Early results revealed that students who received the card expected to drink less and did in fact drink less than those in the control group. Because of these results, cards are now sent to all students about to turn 21.

Further information

The California State Birthday Card Program
Contains a detailed description of the Cal Poly Pomona birthday card program, including an image of the card, survey forms, and a summary of the of the project evaluation to date.

Project Director

Jim Grizzell
The Wellness Center
Student Health Services
California State Polytechnic University (Pomona)
Email: [email protected]

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