University of Oregon

The New View 2000

Project Description

The University of Oregon (Eugene) has approximately 12,000 undergraduate students. New View 2000 is a combined alcohol-free options and social norms marketing campaign targeted at first-year students.

Project Objectives

Several objectives have been identified:
  • To increase the level of accuracy of first-year students' perceptions of their peers' alcohol consumption
  • To reduce the level of high-risk drinking of first-year students
  • To reduce the level of negative consequences associated with high-risk drinking among first-year students

Baseline Data

(See Evaluation)

Primary Normative Messages

"Most UO students make good choices."
"7% of first-year students report that drinking alcohol does not make them feel sexier."
"Myth: Most UO students drink to get drunk when they party. Reality: Most UO students (80%) have 4 drinks or fewer when they party."

Primary Marketing Methods

Newspaper ads, posters, focus groups, curriculum infusion, faculty and staff outreach.

Evaluation

A number of measures will be used to establish outcome data. Among them is a comparison of pretest and posttest CORE Survey and UO Health Center Survey data. Additional markers will be utilized; they include the UO Alcohol and Other Drug Surveys, the annual Health Center telephone survey, and various institutional reports regarding Public Safety citations, student conduct violations, and residence hall vandalism.

Contact

Laura Blake Jones
Associate Dean of Students
Office of Student Life
364 Oregon Hall
Eugene, OR 97415
Tel 541.346.1133
Email: [email protected]

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