Analysis of the Freshmen Alcohol Abuse Program

The aim of this study is to assess outcomes of the Freshmen Alcohol Abuse Program in reducing BAC levels among freshmen students and to describe and learn about the patterns of drinking behaviors. This program is a combination of the “Wanna Know” and “Did You Know” campaigns. The Wanna Know campaign consisted of a blood alcohol concentration (BAC) test with a Breathalyzer® device and an interview with freshmen students on unannounced weekend “partying nights” on a northern California university campus. The interviews and breath tests totaled 1,314 in year one and 1,215 in year two. The Did You Know campaign was the component that focused on distributing social norming messages. Social norming messages were delivered through posters on campus, screensavers in student computing labs, mouse pads, brochures, table tent cards, and t-shirts. These messages were designed to curb drinking by making students aware of the actual drinking norms rather than the students’ perceived norms with the intent that students would adjust to the actual norm, resulting in a reduction in drinking. Results indicated mean BAC levels of .068 in year one and .056 in year two. This represents a drop of .012 BAC, or a 21.4 percent decline from year one to year two.