ࡱ> 7 ,@bjbjUU "7|7|<l"DPDPDP8|PQ"M20R0R"RRRRRRRRRRRR̈ΈΈΈΈΈΈ$ RRRRRRRRRRSRRRRSSSRR"RRRR̈SRR̈SSZB |n̈RR$R ƕ""NDPtR"@ẅ0M&x)Rj)̈S"" Individual Student Interviews Example Feedback on Social Norms Health Messages, Posters and Alcohol Ads ( For Training Only not to be reproduced) Background Information: (Give key information about the sample, purpose, technique, ranking strategy, incentives, date, etc.) Participants included 26 currently enrolled (school name) students between the ages of 18 - 24; freshmen, sophomores, juniors and seniors who answered an ad in the school newspaper. Additional freshman and male subjects were recruited to reflect the population demographics Half hour individual interviews were held during between (dates interviews held) Moderators: (List names here) Recorders: (List names here) Numerical rankings are included in each summary and are based on a scale of 1-10 with 1 ranking lowest, and 10 highest Participants answered an ad in the paper and received $10 in cash for their time Questions included the following - students were: 1) asked to provide information about three boards of potential messages likes, dislikes, understanding, credibility, etc., 2) asked about four introductory lines that might accompany potential messages, 3) asked to comment on the series of four freshman posters for 2001/2002, 4) asked to compare four social norms school newspaper alcohol advertisements from past years for likes, dislikes, etc., 5) asked if the issue of medical marijuana would come up when asked a specific question about level of permissiveness about marijuana 6) asked top three things they typically thought about in any given week, 7) asked what language they use and hear when talking about socializing with alcohol, 8) asked some if they would take an online survey offered by Campus Health, 9) asked some to comment on the sorority specific social norms campaign conducted for the last three years. General Information: Students liked and understood most messages Ratios and numbers should not be used in the same message Students tend to relate everything on the page to everything else Increase and decrease data helped students feel progress was being made Drinking and driving messages were popular and heavily endorsed Messages giving averages where understood by some and not by others BAC messages were not understood Grade point average information was interesting to students but some students found it offensive Students tended to believe Campus Health information but challenged student honesty in answering survey questions Shorter messages seem more appealing to men then longer messages Small reward of $10 enough compensation for half hour interview Increase clues on pictures that models and setting are (school name) Participation in key informant interviews and survey itself may increase the believability of messages and campaigns Large type preferable Shorter messages preferable Statistics tended to give credibility to messages Citation listing two or three years was not mentioned as a factor in increasing believability Several student commented on the lack of health information about marijuana use Other issues to address include: peer pressure, other drug use Health Messages (A-1) 84% of (SCHOOL NAME) students believe that one should not drink to an intoxicating level that interferes with academic work or other responsibilities. (Health & Wellness Survey 2001, n=1220) Mixed feelings about this message; getting drunk so that it interferes with responsibilities once or twice is okay, but it shouldnt happen frequently (female-senior) Interesting; it shows that people are here to get an education, not just drink this is important (male-sophomore) Interesting, thought that the % would have been lower (male-freshman) Likes the best; good content and interesting (male-senior) I agree with it (male-sophomore) Some kids dont live up to it; I drank too much last night but I agree with it (male-junior) I like this one -- I hope thats true. I go out a lot but I try not to let it interfere, its a good percentage. We are here for school. (male-senior) Least favorite seems dull (female-senior) I agree with this a lot of people agree with that. I want to see stats that I agree with and are reassuring. (female-junior) This hits home, my roommates and friends prioritize and put school first. (female-sophomore) Summary: (9) Message elicited comparison to own level of consumption, own attitude about importance of school responsibilities over partying for most. (A-2) 85% of (SCHOOL NAME) students arrange to have a designated driver when they drink. (Health & Wellness Survey 2002, n=1281) Favorite important message (female-senior) Favorite -- Inspiring and interesting (female-junior-new transfer) Most interesting; impressed by the large percentages (female-freshman) Relates to this because her uncle died in an alcohol-related crash (female-freshman) arrange to have is funny language (male-senior) How is this defined? 85% seems high. It seems false and candy coated. I know people who drink and get into a car. (female-sophomore) Most interesting (female-freshman) This ones important to me personally because usually if my friends drink, Im the one who drives. I dont want to be the one who drives, I dont want to be the one killed by a drunk driver. (female-freshman) Summary: (10) Message was a favorite for many. Drinking and driving messages are heavily endorsed by this group of students. (A-3) 85% of (SCHOOL NAME) students dont drink and drive.* (*past 30 days) (Health & Wellness Survey 2002, n=1281) What does past 30 days mean? Statement is confusing. Would be better if this was written right into the statement, i.e., In the past 30 days, 85% of (SCHOOL NAME) students (female-senior) Favorite important message (female-senior) The high percentage is really good. (female-senior) What does past 30 days mean?; it would be better if this language was put directly into the statement (female-senior) Favorite -- Better than A-2 very short and concise, powerful and feels good; its the way Ive always heard it (female-sophomore) past 30 days seems misleading (male-sophomore) Most interesting; impressed by the large percentages (female-freshman) Most interesting -- surprised at the high % (female-freshman) Interesting, thought that the % would have been higher (male-freshman) Most interesting; surprised the % is so high; his own observations have made it seem like more people drink and drive; I didnt understand the past 30 days part at first (male-freshman) This is easy to understand; we always have someone drive for us if we drink; drinking and driving is a big problem and a topic of interest for me (female-senior) Good fact, but seems negative (word dont) (male-senior) I like it the best; gets right to the point; 75% is the cut off for me for convincing me (male-junior) Most impressive -- if its true. If you drink its okay as long as the environment is safe for you and other people. (female-sophomore) I dont think this is true it increases because people have had people affect them, it holds true even after the initial time frame. (female-freshman) I see this in a negative light. (female-sophomore) Favorite (female-junior) The % seems high, I would rather it say 1 out of whatever. Looking at Police Beat, theres always something listed. (female-sophomore) Summary: (10) With a change of wording to Over the past 30 days, 85% of (SCHOOL NAME) students didnt drink and drive. Heavily endorsed by this group of students. (A-4) On average, (SCHOOL NAME) students consistently keep their BAC levels under that .08 legal limit when they go out. (Health & Wellness Survey 1999 (n=1766), 2000 (n=856), 2001 (n=1220), 2002 (n=1281)) Does not know what BAC means, assumes it has to do with how much you drink and how this is measured, knows .08 is the legal limit. (female-senior) Knows BAC means blood alcohol content; message says that students stay under the legal limit (female-senior) Knows what BAC means and that .08 is the legal limit (female-sophomore) On average what does that mean? Would want to see the exact # or % (female-sophomore) Didnt like message. Not very interesting, BAC doesnt mean much to her (female-junior-new transfer) Hard to believe; knows what BAC is due to personal experience of being in trouble with the law over her BAC (female-sophomore) Not believable; Ive been to parties where Ive seen students getting way more intoxicated than this; they dont keep it under 3 drinks. (male-sophomore) Most interesting; impressed by the large percentages -- shows that students watch how much they drink (female-freshman) Interesting -- doesnt know average BAC levels, but is intrigued by the info to learn more about BAC (female-freshman) Knows what BAC is, but doesnt know how much youd have to drink to get a .08 (male-freshman) Doesnt know enough about BAC to know what this means (male-freshman) A lot of people dont realize how low .08 is most people go over that; it is the same for me a little over one drink will get you to a .08 (female-senior) Students dont think about it; too clinical (male-senior) I know what BAC means; .08 is like only 1 drink; this one applies if it is an average; this one is iffy and my least favorite (male-sophomore) Hard for kids to know their level; I dont know mine (male-junior) This is not a useful tip and doesnt state anything; it just doesnt stick out like the others. BAC means drinks consumed in an hour; BAC might be hard to understand for some people (male-senior) Put a percentage on this rather than saying on average. Definite statements are better. (female-sophomore) Least interesting because I dont know how many drinks to that limit. BAC is blood alcohol content, whats in their bloodstream. But I dont know how many drinks that would be (female-freshman) Whats BAC? Least favorite message (female-senior) Good because its positive reinforcement (female-sophomore) The # of drinks I would have to reach a BAC of .08 is one or two drinks I looked at a chart for my weight and other people looked at them too. (female-junior) This stands out, because nobody I know knows their level, so people may say this, but I doubt it. (female-sophomore) Summary: (1) BAC message not understood. Save this kind of information for an article that can explain the meaning. Could also be used with a chart of BAC. (A-5) The number of (SCHOOL NAME) students who use designated drivers has increased 12% since 1999. (Health & Wellness Survey 2002, n=1281) Favorite important message (female-senior) Doesnt stand out because its a low percentage (female-senior) Useful says that things are changing (female-sophomore) Neat that use of designated drivers is increasing (female-junior-new transfer) A-5 and A-6 should not be placed side by side, too confusing; 12% is not a very big change for a 3-year period (female-sophomore) A small %, but its good that the number has increased (male-sophomore) Positive (male-senior) Good one; this makes me feel good (male-sophomore) I dont know where it starts; it is suspicious like you are trying to hide something (male-junior) Most impressive -- talks about the overall population and I was part of that, or should be (male-senior) Most interesting (female-freshman) Most interesting because people are being more safe. (female-senior) Positive changes like this are interesting to me -- I like ones that show progress. (female-sophomore) This doesnt seem like a high enough increase. (female-sophomore) Summary: (7) Positive change endorsed by students however 12% does not seem like a large improvement to some. (A-6) The number of (SCHOOL NAME) students who drink and drive has decreased 48% since 1999. (Health & Wellness Survey 2002, n=1281) Thats awesome! This has new information to me, good information. (female-senior) Favorite important message (female-senior) Likes that the percentage of students who drink and drive has decreased. (female-senior) Useful says that things are changing (female-sophomore) Favorite (female-junior-new transfer) A-5 and A-6 should not be placed side by side, too confusing; thinks A-6 statement is good (female-sophomore) Most interesting, this % seems like a big drop (male-sophomore) Positive and I like it (male-senior) Good one; this makes me feel good (male-sophomore) I dont know where it starts; it is suspicious like you are trying to hide something (male-junior) Most impressive -- talks about the overall population and I was part of that, or should be (male-senior) This is better than A-5 because it has a higher number. (female-sophomore) Summary: (9) The decrease of 48% made this very a very positive and interesting message. (A-7) 67% of (SCHOOL NAME) students have never driven in an alcohol-impaired condition during the past year. (Health & Wellness Survey 2002, n=1281) Surprised by that % because her own experience has involved riding with intoxicated drivers (female-junior-new transfer) Not very interesting, could be reworded, sounds too medical (female-sophomore) Most interesting; not a huge %, but its still the majority; majority = over 50% (female-freshman) Interesting, thought that the % would have been higher (male-freshman) Most interesting; surprised the % is so high; his own observations have made it seem like more people drink and drive, but they just wait awhile. I had read in my dorm room, on a poster my RA put up, that you could still be impaired the next morning. It seems like for the number to be that high that people misunderstood the question. (male-freshman) Surprised it is that high (female-senior) Not clear; alcohol impaired condition confusing (male-senior) Makes sense to me (male-sophomore) Most interesting because people are being more safe. (female-senior) Favorite -- I like this one because I definitely agree with it - its well phrased and reassuring. (female-junior) The % seems high, I would rather it say 1 out of whatever. Looking at Police Beat, theres always something listed. (female-sophomore) Summary: (4) Mixed responses. Alcohol-impaired language was a problem as was 67%. Many comments on % being either too high, or not high enough. Students do tend to respond to drinking and driving messages. (A-8) 86% of (SCHOOL NAME) students never injured themselves as a result of drinking during the past year. (Health & Wellness Survey 2002, n=1281) This is the least interesting message. What do you mean by injured? its kind of a weird statement. (female-senior) What does injure mean?; unclear about this terms meaning (female-senior) Likes, but the wording is kind of dull; might help to know what degree of injury is involved car injury would be powerful, people falling down would be more funny; alcohol-related accident might be a better term to use or what about injuries that result in going to the hospital (female-sophomore) Its good that people didnt get injured, but this doesnt necessarily mean they didnt drink they just didnt get caught (male-sophomore) These students were probably just lucky, not necessarily smart about their alcohol intake; injury means drawing blood and/or ending up in a hospital (female-freshman) Interesting -- surprised that we bother to calculate the % on this; injury = car accidents, falls, maybe rapes (female-freshman) injured means being an idiot and injuring yourself; the first thing that comes to mind is a car accident, but could be anything like a brawl, or jumping off the roof into a poolanything, I suppose. (male-freshman) Doesnt associate drinking with getting injured -- least favorite message (male-senior) Makes sense to me (male-sophomore) the word injured is too broad (male-junior) What kind of injury is that, I would like to know what kind of injury, like hospital, a knife, or a car accident. (female-sophomore) I dont understand, I think injury is too vague, you need to ask something more specific; injury could be pride or integrity. I would like to see more about pride or integrity -- I dont drink, but people do a lot of dumb stuff when theyre drunk. (female-freshman) injury -- If you get drunk you could fight or fall, or not pay attention to things. (female-senior) Summary: (1) Injury information too vague. (B-1) (SCHOOL NAME) students with an A grade average (GPS 3.5 or higher) have on average 5 drinks per week. B students (2.7 to 3.4 GPA) have 7 drinks per week on average. C and D students (GPA below 2.7) have on average 12 drinks per week. (Health & Wellness Survey 2002, n=1281) This message doesnt seem true, I know lots of people who have great grades but drink more than the numbers listed on the board (female-senior) Seems understandable and fits with her experience, seems realistic (female-senior) A bit too wordy; the information is interesting and feels realistic, but wonders how many people were polled; knowing the sample size would definitely help (female-senior) Some people could probably argue with this message just because youre a B student doesnt mean that youre drinking 7 drinks per week (female-sophomore) Favorite interesting, shows consequences; however, while drinks may correlate with GPA, it is not the only variable that predicts grades (female-junior-new transfer) Never thought grades had much to do with alcohol use; this might be insulting to some students who dont drink to those levels, but still have those grades (female-sophomore) Interesting food for thought, it says that your level of drinking depends on how well you want to do here, you cant pull good grades if youre drinking a lot (male-sophomore) Interesting -- grades are important to her in order to keep her scholarship; can relate to this message (female-freshman) Interesting but doesnt seem accurate she doesnt relate drinking to GPA; she knows enough people who do not fit into this stereotype, grades and alcohol should not be compared (female-freshman) Most interesting, almost seems unreal how did you figure that out?; likes it and thinks it would be a good one for others to read (male-freshman) This is interesting to me personally and on average correct (female-senior) Funny (this was his favorite of all the messages) (male-senior) Very interesting, but has a judgmental feel (male-sophomore) I have never heard an argument like that before; not judgmental (male-junior) Favorite its cut and dry, believable. It seems obvious, but the numbers make it apparent. (male-senior) This one, about drinking and GPA, made me think twice. I guess I do only have 5 drinks a week (female-sophomore) Stands out, because if they drink they are not doing homework. It seems believable, because theyre not trying, not because theyre stupid or anything (female-freshman) Interesting relating drinks and GPAs. Its logical because if you are out less if youre not drinking (female-senior) Least effective message, since I get As and all the students I know who get As have zero drinks a week. From my point of view this particular one says I can go and have more drinks, then. To me its not positive (female-sophomore) This one I think would hold true. Its lengthy and I had to read it more than once (female-junior) This is what Id expect. I dont drink and I do pretty well with grades. (female-sophomore) Summary: (7) Message will work with qualifying information that acknowledges that alcohol is not the only factor in grade point average. (B-2) 30% of (SCHOOL NAME) students who are single or dating have never had sex. Top 5 reasons for abstaining: personal/family values (78%), concerns about pregnancy (71%), not yet met a suitable partner (69%), concerns about STDs (62%), waiting for marriage (60%), and religious beliefs (56%). (Health & Wellness Survey 2002, n=1281) All these reasons seem realistic (female-senior) Seems too long for an ad (female-senior) Would be easier to read if it didnt list all of the percentages; just listing these as the top 5 would be interesting enough, even without the percentages; percentages make the statement confusing because I try to add them up (female-senior) Favorite -- feels we should keep all the %s listed, the statement wouldnt be as interesting without them (female-junior-new transfer) Really likes this message because of the fact and the reasons; a bit long but thinks its good (female-sophomore) 30% is a smaller number compared to the other % listed in the rest of the statement; theres a bit too much information in this message (male-sophomore) These reasons are interesting (female-freshman) This message doesnt stand out and is not new info to her; too much info and too many numbers, would not list % for the top 5 reasons (female-freshman) Good info, he would read it (male-freshman) Interesting; surprised that such a high % are waiting for marriage (male-freshman) I like the content (male-senior) People get depressed if they dont have sex (male-junior) Favorite cut and dry and believable. For me it shows what kind of students we have here. I feel that is a big number, I think its a good number (male-senior) Least favorite -- You can pretty much guess this, it doesnt grab you; pretty obvious, and people really already have their opinion formed about that. There are other ways to advocate abstinence (female-sophomore) This hits home for me and others who havent had sex and it feels like those are real reasons listed (female-sophomore) This is interesting because Im a numbers person and it gives numbers with varying reasons. This is new information to me, but they are all reasons that I would think. Its not too long because its broken up into smaller parts (male-freshman) Summary: (7) Message will work in an article but is too long for an ad. (B-3) 91% of (SCHOOL NAME) students do one or more of the following to reduce risk of STDs and unintended pregnancy: limit number of sex(school name)l partners, use condoms, use birth control other than condoms, and abstain from sex. (Health & Wellness Survey 2001, n=1220) Thought this % would be higher 9% are not doing this!! (male-freshman) Better approach with the protection info (male-junior) Favorite -- Its nice I suppose that people are safe if they are having sex. I didnt know the stats, but its not new, but its nice to see (female-sophomore) Summary: (6) Not much comment. (B-4) 89% of (SCHOOL NAME) students wear a seatbelt when driving or riding in a car. (Health & Wellness Survey 2002, n=1281) Seems less important; 89% is realistic but most people would think this anyway; no one would probably read this (female-senior) Seatbelt % is kind of dull (female-sophomore) Im surprised that the % is not higher (male-sophomore) Interesting because she has been in many accidents and seatbelts are important to her (female-freshman) The % seems too high, not believable (female-freshman) Important its the safest (male-freshman) I always wear a seatbelt; the percentage may be higher and is interesting stat (female-senior) Boring (male-senior) Least favorite because it looks out in left field. Its a known fact that you should wear a seatbelt, I would have thought it would be a higher number, like 95% instead of 89% (male-senior) This was surprising, I would have thought it would be a higher (female-senior) Least interesting because most people know to wear seatbelts (female-junior) This one is not interesting -- Im not really concerned with it (female-sophomore) Summary (2) Boring. (B-5) Half of all (SCHOOL NAME) students exercise or participate in physical activities at least 4 or more hours each week. An additional 31% exercise at least 2-3 hours per week. (Health & Wellness Survey 2002, n=1281) Interesting; many students dont know they are already paying for Rec Center fees (female-senior) Likes this one because she likes to exercise (female-sophomore) Definitely true, the Rec Center is always crowded (male-freshman) Not too appealing; I would like to see something like are you working out? with a percentage. (male-senior) Interesting and I agree with it (male-sophomore) I like the dont approach better: I dont own a TV (male-junior) Good on exercise, because I wonder how many other people exercise (female-sophomore) Summary (4) Interesting to some who like to exercise but this message did not receive much attention in general. (B-6) 68% of (SCHOOL NAME) students have had either one or no sex(school name)l partners during the past school year. (Health & Wellness Survey 2002, n=1281) The % is interesting, good to see the higher percentage (female-junior-new transfer) Most interesting (female-sophomore) Good (male-senior) Weak; implies that those people are losers and ugly (male-junior) This stands out because it doesnt seem to be true. I personally know a lot of people who do or talk about it, for them sex is nothing. (female-freshman) Better than B-2 because the facts are there (female-sophomore) Summary: (4) Not a bad message but not many comments. (B-7) Two out of three (SCHOOL NAME) students dont smoke.* (*smoke, chew, or use snuff) (Health & Wellness Survey 2002, n=1281) Does smoking mean tobacco or marijuana?; maybe should change message to (SCHOOL NAME) students dont use tobacco (female-senior) 2 out of 3 is a good number didnt know it was that high (female-junior-new transfer) Most interesting (female-sophomore) This message needs to more clearly define the term smoker; does this include people who just smoked once in the past month, or is this habit(school name)l smokers? (female-freshman) Interesting and seems accurate less people smoke here than in her hometown; important to her because she despises smoking (female-freshman) Not relevant to him; hes a non-smoker (male-freshman) I disagree because I think more people smoke around campus and when they drink. thought everything on the board was true for her except #7 (female-senior) Good one; favorite with good content; easy to see the majority dont smoke (male-junior) Interesting, I dont think its true because I always see people smoking outside my dorm (female-freshman) Favorite --This is interesting because I notice it a lot, because I would think its higher so its surprising. I think that it is believable because I trust research from you within the community (female-sophomore) Most interesting because of my life experience with smoking (female-junior) Summary: (5) Mostly good responses. Not sure they believe it. (B-8) Virtually all (97%) (SCHOOL NAME) students always respect the wishes of a date/partner if he/she says no to sex(school name)l activity. (Health & Wellness Survey 2002, n=1281) This is a very high percentage not as believable and so not as interesting (female-senior) This seems dumb who would ever say no?; suspicious of this percentage; statement would be more believable if question asked how many feel their wishes had been disrespected by a partner (female-senior) This doesnt interest me (female-sophomore) Most interesting very encouraging message and the % is really good (male-sophomore) Nice to know since theres a lot of emphasis placed on not getting raped (female-freshman) Not relevant to him; he would think that everyone respects his/her partner (male-freshman) Surprised that the % is so high, assumes people at parties would not be as respectful due to alcohol maybe I should change my assumption (male-freshman) its a given; include information about relationship stuff the sex(school name)l health stats are comforting and reinforcing (female-senior) Didnt follow it too well (male-senior) I agree and it makes sense but it is the least interesting (male-sophomore) Interesting and I believe it (male-junior) This message sticks out. Its a high number and that helps it a lot. It feels reassuring, pretty much (male-senior) I feel like 97% is kind of high based on day to day talk (female-junior) This is a high %, given that people I know would, but with other people the number seems high (female-sophomore) Summary: (4) Since it is virtually everyone, data is suspect. Some liked it and felt reassured. (C-1) At the (SCHOOL NAME), 84% of the alcohol consumed in a week is consumed by only one-third of the students. (Health & Wellness Survey 2002, n=1281) Probably true; shes a member of the Greek community and knows they are a small population that drinks more heavily than the rest of the (SCHOOL NAME) population (female-senior) Confusing what is the (SCHOOL NAME)? does it include drinking on Congress Street? 4th Avenue?; doesnt understand this message (female-senior) Confusing (female-sophomore) Stated better than C-4 (female-junior-new transfer) Confused by the % and ratio, had to think about it for awhile before it made sense; suggests throwing this statement out (female-sophomore) Very interesting, easy to understand (male-sophomore) Stands out because a lot of people arent drinking as much as some -- clearly understood the message (female-freshman) Worded strangely; has to read many times (female-freshman) C-1 and C-4 are the same thing; likes these facts and would read them; this message sounds about right, and is probably true based on what hes observed; its true because I know there are a lot of kids who drink every night, and they drink enough for everyone else (male-freshman) Understands it; would have thought that the drinking would be more equally spread out amongst all students (male-freshman) Problem who consumes? (male-sophomore) Too many numbers to think about; had to read twice to get it (male-junior) This seems off especially if you put it together with C-7 (female-sophomore) Message is clear that 84% of the alcohol was drunk by 1/3 of the students. I had to think about it to get it (female-senior) C1 and C4 address the same thing, but I like how C1 is phrased better. It says that the majority of drinking is concentrated in a small group of students (female-sophomore) Wordy and confusing (female-junior) More clear than C-4 (female-sophomore) C1 and C4 are the same thing. I like the facts, but not next to each other (male-freshman) First read C1 and then C4 at first, with C1, I thought that people were drinking a lot, and after C4 I got the impression that most people dont drink (male-freshman) Kind of interesting that only 1/3 of student body drinks. Easy to understand what the message is (male-sophomore) Summary: (5) Mixed reception. Message is interesting and strong but may need a graphic to increase understanding. (C-2) (SCHOOL NAME) students average a little over one drink per hour when they go out. (Health & Wellness Survey 1999 (n=1766), 2000 (n=856), 2001 (n=1220), 2002 (n=1281)) Least favorite message -- suspicious because the numbers seem so low based on her experiences; questions the honesty of the respondents (female-senior) Accurate for her, but not for a lot of her friends, especially male friends (female-senior) That data sounds about right (female-junior-new transfer) Likes the message and agrees with it, its basic (female-sophomore) Interesting; assumed the drink # was higher (male-freshman) I like it (male-senior) 2 drinks/hour for me is understandable; giving an average is ok (male-sophomore) Worthless info; people do drink like that and I dont understand what it is trying to say (male-junior) Least interesting its pretty general (male-senior) This sticks out more than C7, because this message has the hour thing instead of the average (female-senior) This made me think how many hours are they drinking? (female-junior) Summary: (6) Most liked the message and thought it was interesting. (C-3) 85% of (SCHOOL NAME) students only drink in places they know will be safe. (Health & Wellness Survey 2002, n=1281) Definitely supports her own behavior (female-senior) What does that mean? What are some safe places? (female-junior-new transfer) Favorite message -- agrees with statement, safe place is meaningful to her (female-sophomore) Interesting due to large %; safe = somewhere that feels comfortable, a place where you know lots of people (female-freshman) Good, short and to the point (female-freshman) Large number of people drinking in safe places. Safe being places where you know people, you feel comfortable (female-freshman) safe what does that mean? (male-sophomore) Surprised that many people seek out safe places; first thing that came to mind when he saw safe place a place where you wont get caught (male-freshman) Interesting because of recent kidnapping of 2 girls close to campus (female-senior) Me and my friends dont think about safe; the Tucson PD busts up a party and lets everyone drive drunk every weekend (male-junior) Where they know they will be safe -- is that in a bar or house party? When I think of being safe, I think that if you are underage at a bar you are not safe, rather than a house or neighborhood like the south side. Maybe you should speak about places and occasions (male-senior) Favorite message because its important, and it could include going home, drunk driving, or the environment (female-sophomore) Stands out people dont think about where they drink, they just want to drink. Most people dont worry about safety (female-freshman) I definitely agree with this (female-junior) I like this because it is true in most situations, but Im not sure if bars are considered safe if people who are there are under 21. Its a good point, but very general (female-sophomore) What does safe places mean? Like a dorm room or someplace comfortable? (male-freshman) Summary: (6) Most liked the message. Some wanted clarification on what we meant by safe places. (C-4) At the (SCHOOL NAME), two-thirds of all students drink only 16% of the alcohol consumed. (Health & Wellness Survey 2002, n=1281) Understands message, but C-1 is easier to read (female-senior) Confusing what is the (SCHOOL NAME)? does it include drinking on Congress Street? 4th Avenue?; doesnt understand this message (female-senior) Confusing (female-sophomore) Doesnt like this message. Hard to read, had to read 10 times and still doesnt get it; C-1 states it better (female-junior-new transfer) Confused by the % and ratio, had to think about it for awhile before it made sense; suggests throwing this statement out (female-sophomore) Hard to read, confusing with all the numbers (male-sophomore) Confusing so just skimmed over it; message is better stated in C-1 (female-freshman) Worded strangely; has to read many times (female-freshman) C-1 and C-4 are the same thing; likes these facts and would read them (male-freshman) Confusing (female-senior) Confusing (male-senior) Problem who consumes? (male-sophomore) Too many numbers to think about; had to read twice to get it (male-junior) Seems confusing. Its worded weird (male-senior) Interesting (female-senior) Wordy and confusing (female-junior) This doesnt make sense to me (female-sophomore) C1 and C4 are the same thing. I like the facts, but not next to each other (male-freshman) hard to read -- 2/3 then 16% is cutting the population too many times (male-sophomore) Summary: (1) Too confusing too many numbers to think about, most had to read it several times. (C-5) The majority of (SCHOOL NAME) students (75%) drink alcohol two days or less per week or do not drink at all. (Health & Wellness Survey 2002, n=1281) Likes this one because it gives an idea of what everyone else is doing; the % is higher than she expected (female-sophomore) Doesnt seem believable. To her it seems people drink every night but the facts say they dont. Refutes misperception of students drinking every night (female-freshman) Stood out because it doesnt seem accurate actually the inverse seems more probable. When I go out, most of the campus seems to be out; Its credible, but its also surprising (male-senior) This caught my attention, and I think it holds true (female-junior) Disagree people I know average more than that (female-sophomore) Summary: (5) Corrected a misperception for most. (C-6) One out of five (SCHOOL NAME) students dont drink. One out of four havent had alcohol in over a month. (Health & Wellness Survey 2002, n=1281) Likes that those students dont drink (female-senior) The ratios are not easy to read; especially when one message contains two ratios together too complicated (female-senior) Likes this information, it is new to her (female-sophomore) Makes it seem like people who dont drink are the minority it says more drink than dont (male-freshman) Surprised by # of students who dont drink; would have thought it to be less (lives in Coronado hall) (male-freshman) Most interesting (male-senior) Seems about right (male-junior) Interesting Im in Coronado so people are drinking, you can see cans everywhere, so that doesnt represent what I see in the halls the information just doesnt seem current, RAs dont do anything about drinking in the halls (female-freshman) Surprising (female-senior) This is the best these ratios stand out more for me more than the percentages; this message includes me (female-senior) This is the most interesting because when I go out it seems like maybe one in the whole party isnt drinking, so that caught my attention. I relate it to my experience, and it makes me think that I go out with people who drink more (female-junior) Confusing -- its conflicting to put those two together; the first part of the message is my favorite message overall, though (female-sophomore) Stands out its interesting to me since I dont drink regularly and I will go a long time without drinking not because I stay away from it, but just because, I dont; that one is believable and applies to me (male-freshman) Summary: (7) Strong message interesting. (C-7) (SCHOOL NAME) students average 3 drinks when they go out. (Health & Wellness Survey 1999 (n=1766), 2000 (n=856), 2001 (n=1220), 2002 (n=1281)) This is most suspicious because the numbers seem so low based on her experiences; questions the honesty of the respondents (female-senior) C-7 & C-8 are very similar; ad should just stick with one of these messages only; C-7 is more to the point and faster to read; most people consider themselves average, and the multiple year citations add credibility (female-senior) Great! Seems very realistic; definitely the most important message on the board (female-senior) Good to know, especially for freshmen since it gives guidance for how they should behave (female-sophomore) Indicates that most students just drink socially (female-junior-new transfer) Likes the message and agrees with it, its basic (female-sophomore) Good; this is probably not much alcohol for most people (male-sophomore) Good; she would have thought the average would be higher than 3 based on her own experiences; doesnt seem accurate to her. She has seen people very drunk and youd think they had more than 3 drinks. It is less credible because it is inconsistent with her experiences (female-freshman) Makes it sound like everyone has 3 drinks when they go out; doesnt include non-drinkers, makes it like everyone drinks (male-freshman) I like it (male-senior) The parties I go to they drink more; this part is questionable; the rest of it makes sense (male-sophomore) Weakest; average is not convincing but it has a moderation message which is good (male-junior) This stands out because I dont know how true it is. Maybe I hang out with the wrong people. (female-sophomore) I honestly dont think this is true. The sources add to its credibility, but in my experience 3 drinks is nothing to some people (female-freshman living in Coronado Hall) This made me think how many hours are they drinking? (female-junior) Disagree people I know average more than that (female-sophomore) Good, but not that many can drive home in the period (male-sophomore) Summary: (6) Believable and interesting message for most. (C-8) 68% of (SCHOOL NAME) seniors who drink typically consume four or fewer drinks in party situations. (Health & Wellness Survey 2002, n=1281) C-7 & C-8 are very similar; ad should just stick with one of these messages only preference is C-7 (female-senior) Seniors are a more responsible population they wouldnt be doing the kind of stuff that Im doing now; I really cant relate to them (male-sophomore) Doesnt care to know about seniors; messages doesnt apply to him and is too focused on seniors (male-freshman) Doesnt know much about senior party life, but it sounds like a good/low # of drinks to have (male-freshman) This is good most are not 21 until they are seniors; students look up to older people; seniors go out without the intention of getting drunk (female-senior) Too limited because it is about seniors; not catchy and seems old to me (male-junior) Surprising about seniors, because usually you would think they drink more (female-senior) Good because of the example it provides. The seniors have learned and reached equilibrium, you could say (female-sophomore) Disagree people I know average more than that (female-sophomore) This should be everybody and is common sense (male-freshman) I didnt pick up on the fact that this was referring to seniors. I dont look up to seniors (male-freshman) Seniors are responsible, going into the workforce, and not part of the party scene. Seniors being in the message not appealing; hopes he will be more focused by the time he is a senior and not partying all the time (male-sophomore) Summary: (3) Many dont relate to senior data. General Comments Favorite messages are the ones about designated drivers and not driving while intoxicated, these are important messages. Prefers messages that have percentages in them. Doesnt like really long messages. Another issue she wonders about how honest are the students who give this information? (female-senior) More likely to read an ad/poster if the text is big. When choosing a destination to go drinking, usually chooses a place that has a good drink special being offered enticement works for her (female-senior) Believes information that CHS puts out (female-sophomore) Shorter messages catch her eye the most (female-sophomore) Has not heard a whole lot of talk about the ads or posters, only occasional comments by students when theyre surprised by some of the facts. Would be interested to see more information about illegal drug use among (SCHOOL NAME) students (male-sophomore) All the messages sound believable across all the boards Source citations dont matter to him he believes the messages and wouldnt need to look at the source (male-freshman) I would read fliers on classroom bulletin boards if they were bold and things you can see from a distance (female-senior) Some of this info is not what I saw in the hall but most is; I really like the stats (male-sophomore) Put marijuana info in the (school paper) or on bulletin boards in classrooms and in staircases in Harvill (male-junior) It might be kind of high school, but put out something on peer pressure -- especially for freshmen. I dont know how you would phrase it, but its an underlying aspect (female-sophomore) Marijuana seems to be getting more popular. You should be adding more information on marijuana (female-freshman) I feel like you are surrounded by people who do drink, so you should know something about them (female-senior) In the sororities, I think that the upper-class girls are looking out for the freshmen as little sisters, and seniors in general are nicer to freshmen now, compared to when I was a freshman (female-junior) Other health issues that you could inform us about are drug use and drug use related to drinking, like Vicadin. And more on sex. Sleep, time management, stress, and other general health issues are all good, but especially drug use (female-sophomore) I got an orientation package in the mail before coming to school, and it said 2 out of 3 students didnt use hard drugs here. It was funny, to me that says 1 out of 3 students do do hard drugs, I dont know why you would say that. I think I showed it to my parents, we thought it was funny (male-freshman) Introductory Statements (SCHOOL NAME) students like to stay in control Likes statement (female-senior) Likes (female-sophomore) This statement wouldnt entice her to read further (female-junior-new transfer) Doesnt like this because its not a believable statement (female-sophomore) Likes this intro for B-1 and B-2 (male-sophomore) Favorite; shows that the data is from the (SCHOOL NAME) (female-freshman) Too much of a generalization (female-freshman) Doesnt catch his eye (male-freshman) Likes it and feels it goes well with many of the messages (male-freshman) Ok (female-senior) Doesnt like too judgmental (male-sophomore) Doesnt like (male-junior) Doesnt like because its too centered on your focus, it seems too preachy to me (female-sophomore) Likes -- 2nd best (female-freshman) Least favorite. Its like an article in the newspaper -- you think why arent people staying in control? And its too formal (female-senior) Doesnt like because, especially when talking about alcohol, not all students like to stay in control (female-sophomore) Sounds cheesy (female-junior) Doesnt like (female-sophomore) We got the facts from you Favorite (female-senior) Favorite it covers all the bases; however, if a person wasnt polled, they might feel theyre not represented in that message (female-senior) Likes (female-sophomore) Likes best right away it answers where the data came from (female-junior-new transfer) Likes best (female-sophomore) Statement seems like more of a summary statement than an intro statement (male-sophomore) Just okay (female-freshman) Favorite, knows that (SCHOOL NAME) students are the source of info (female-freshman) Favorite the stats are coming from me and other students (male-freshman) Could work okay (male-freshman) Liked it (female-senior) Likes (male-senior) Likes (male-junior) The best -- the word facts gets my attention (male-senior) Likes this one because she can relate to it because its talking about other students and uses the word facts (female-freshman) Likes because its about my community (female-senior) Likes because it matters to me the environment Im in. Its important to know what other students are engaging in or not engaging in (female-sophomore) Doesnt like (female-junior) Favorite because its saying that Im the one who is telling you things, and that youre getting these from the students (male-freshman) Likes it but not put in front of statements (male-freshman) Alcohol Facts: Adding this statement to the messages would enhance them; but she always reads our ads anyway (female-senior) Stands out (female-senior) Boring (female-junior-new transfer) Boring (female-sophomore) Dislikes too blatant (male-sophomore) Least favorite, boring (female-freshman) Too bland (female-freshman) Least favorite = boring (male-freshman) Could work okay (male-freshman) Favorite (female-senior) Likes (male-senior) Too simple and boring (male-sophomore) Likes the word facts gets his attention (male-senior) Facts are more neutral, but considering how I dont know how fact(school name)l these messages are (female-sophomore) Doesnt get my attention (female-freshman) Boring (female-senior) Likes the best because its plain it catches your eye and gives a good frame (female-junior) Pretty good and straightforward (female-sophomore) Plain and boring (male-freshman) Good because it is short and to the point and it tells you what you are reading (male-freshman) Healthy lifestyles on the rise Does not like statement too corny (female-senior) Too corny (female-senior) Likes least (female-sophomore) Likes this because its uplifting, shows that people are doing better (female-junior-new transfer) This sounds more like grown-up language, but this statement might go well with the increase and decrease messages (female-sophomore) Likes the intro for messages A-5 and A-6 (male-sophomore) Just okay (female-freshman) Favorite, goes well with A-5 and A-6 (male-freshman) Corny (female-senior) Likes (male-senior) Likes (male-sophomore) Likes (male-junior) Doesnt like because its too centered on your focus, it seems too preachy to me (female-sophomore) Doesnt really go with alcohol (female-freshman) Likes (female-senior) With the right stats this could be good (female-sophomore) Good (female-junior) Catches my attention and indicates that things are getting better (female-sophomore) Least favorite because it sounds like an article, I guess (male-freshman) General Comments Likes the idea of adding an intro statement to our messages (female-senior) Thinks an intro statement would be a nice lead-in for many of the messages (male-sophomore) Summary: (8) We Got The Facts From You. Favorite (6) Healthy Lifestyles On The Rise. Works well with increase messages. Alcohol Facts. Boring (3) (SCHOOL NAME) Student Like To Stay In Control. Preachy, judgmental feel. DOE Freshman Posters 2001-02 (A) Most (SCHOOL NAME) students work hard and drink moderately (Tracy in graduation cap) Likes this poster (female-senior) Remembers seeing this poster the most (female-sophomore) Recognizes this poster, read it more than once last year. Favorite poster because it shows academic achievement and juxtaposes having fun with doing what you came here to do work hard; impressed by work hard statistics, alcohol stats say that students do drink but stay in control (male-sophomore) Likes this poster best. This poster is visually the most appealing, the color and picture stand out the girl is having fun. Most likely to read A, the text is most interesting and likes the stats listed under work hard; CHS logo is more noticeable than on B or D (female-freshman) This poster is the best; likes the brighter colors and the one big picture; most appealing and organized, easy to read (female-freshman) Favorite design -- likes the colors and its easiest to read. Doesnt like the statistics on A and B; e.g., 73% dont miss class that means a lot do! He always considers the % that is doing these behaviors; doesnt know why some of these alcohol facts are listed, they dont sound all that healthy to him. Likes facts listed on the left side of posters A, B and C (male-freshman) Least favorite -- grad(school name)ting girl doesnt apply to me yet (male-freshman) Likes (female-senior) Saw this one and read it informational; I didnt read the whole thing. Prefers A because it has more color (male-sophomore) Likes this poster for its content. The information on the left and right columns fit together, but 73% of students do not miss class seems irrelevant (female-senior) Ive seen this poster and definitely read it more than once. Theyre colorful and eye-catching. Most students read them. I think that these facts are supposed to be positive, but are too high. Its disheartening to think that that many people do the negative things. This poster points out and gives reasons why people are gone from my chemistry class on Fridays (female-sophomore) I think I only saw this poster its colorful and stands out; I probably read it more than once. The 2 columns in A dont do it because people do what they want to do (female-sophomore) This one catches my eye with colors and is easiest to read. I probably wouldnt stop to read the others at a passing glance. A says the opposite the numbers arent high enough. The other ones are funny that 12% perform poorly on their tests (male-freshman) I liked A the best, because it says that just about everyone is a fulltime student who works. Im an engineering student and Im always busy and sometimes I see my friends in business and they never work. And 85% of students talk to faculty, thats good to see that people do that. I dont relate to some of the facts in A because I dont miss many classes to begin with and I wouldnt drink before a test or something (male-freshman) Summary: (9) Favorite poster. Colors, picture content all good. Emphasis on academics appreciated. (B) Most (SCHOOL NAME) students study hard and party safely (Tracy and friends eating pizza) Information is too small; tends to read posters that have larger writing (female-senior) Likes this poster (female-senior) Read this poster. Is the person on the left a male or female? Felt his gender was debatable especially since the color scheme was more girly; but loves the colors (female-sophomore) Colors and pictures in this poster dont jump out -- likes pictures of people doing things, doesnt like posed pictures like poster B (male-sophomore) Likes this poster best (female-freshman) This poster is the best; likes the brighter colors and the one big picture; most appealing and organized, easy to read. Most interesting text; likes honors facts and highest grad rate facts. These people look most like my group of friends (female-freshman) Doesnt like the statistics on A and B; e.g., 73% dont miss class that means a lot do! He always considers the % that is doing these behaviors; doesnt know why some of these alcohol facts are listed, they dont sound all that healthy to him. Likes facts listed on the left side of posters A, B and C (male-freshman) Looked first at this poster he could relate to the people in the poster. Likes highest graduation rate stat (male-freshman) I think people would laugh at the study hard/party safely message (female-senior) Likes this poster for its content; it also looks like they are having the most fun theyre eating at a restaurant, but not a fancy one; the information on the left and right columns fit together. These people look most like my group of friends (female-senior) Ive seen this poster and definitely read it more than once. Theyre colorful and eye-catching. Most students read them (female-sophomore) I think I maybe saw this poster -- its colorful and stands out. I like the content in B (female-sophomore) I know what B is talking about more than C because it sticks out, though its not head and shoulders above C. B says the opposite the numbers arent high enough. Poster facts on left are good. I dont know if you need facts about getting into fights and drinking Im not interested in that, you might not want to put that in a poster -- I dont get it. (male-freshman) Least favorite (male-freshman) Summary: (7) Second favorite poster. Colors, image and content not as well liked. (C) Most (SCHOOL NAME) students get involved and drink less than you think (Intramural team and students buying tix at Centennial Hall) Favorite (female-senior) Remembers poster (female-sophomore) Read this poster. Poster says that if youre involved, you dont have to drink. Feels the 1 out of 3 did not drink alcohol statement is hard to believe because she refers it to her three friends whom she knows all drank alcohol last weekend; better to reword such statements as 33 out of 100 students did not drink because it would be more believable (female-sophomore) Recognizes this poster, read it more than once last year (male-sophomore) A lot of clutter in this poster (female-freshman) get involved section is not interesting; purchasing tickets to events is a common activity here; CHS logo is more noticeable than on B or D (female-freshman) Doesnt like scattered pictures on this poster. Students buying tickets seems irrelevant (female-freshman) Likes facts listed on the left side of posters A, B and C. Doesnt know what 77% BAC fact means (male-freshman) Picture of sports is appealing he also plays sports; also has the most appealing text, likes the activities and involvement stats (male-freshman) Likes (female-senior) I like the C poster for looks, but I dont care for the information (female-senior) Maybe I saw this poster (female-sophomore) I dont like C because its too busy to pick out the information (female-sophomore) This poster is too green (female-sophomore) I like C because it says people get involved and go to games and thats fun. 77% of BAC I dont know if thats a lot or what (male-freshman) This poster has the best design because its active, social, and not posed. Its all green and shades of green and the others look like the color of Teen People the graphics are too much. I like the more natural ones better than the posed ones (male-freshman) I like C it talks about getting involved, and its good to have people going to sports, theatre, and stuff like that (male-freshman) Summary: (6) Third favorite. Some negative comments on color green, design clutter, BAC data. (D) Look what we found: the majority of (SCHOOL NAME) students (collage of work/study/play photos) Did not see this poster. This posters colors are more soft. Likes the posters with facts better (female-sophomore) Likes this poster; more visual, likes the pictures with short accompanying phrases (male-sophomore) Doesnt like D because there are no facts to break up the statements; pictures look more posed (female-freshman) Facts and pictures are too scattered; doesnt have much info (female-freshman) Least favorite; plain and boring, doesnt like at all (male-freshman) Least interesting is D because it has statements with no stats (male-sophomore) Why did you add when do you sleep? It feels dumb, like parents put it out (female-sophomore) I dont like the pictures in this poster the people look dressed up and formal (female-senior) I never saw this poster (female-sophomore) D is a good design -- the content on D is good, positive and affirming. The when do you ever sleep comment is fine, like a pat on the back. Its not corny (female-sophomore) This poster is too blocky; the pictures are too small. I hate the content of D -- I like the heading, but the layout is all over the place. Most people I know dont have time for the extra stuff described in D (female-sophomore) I probably wouldnt stop to read this one. Poster D I dont like at all, its just plain and boring (male-freshman) Summary: (2) Students thought poster was boring; content was weak needed more stats and design not appealing. General Comments Never seen posters before, never lived in the dorms. First impressions theyre friendly, eye-catching, likes the bright colors (female-senior) Likes the colors and feels they attract attention; very personable and really positive. Thinks that thinking about ones drinking is a positive thing for people to do (female-senior) People read these when theyre waiting for someone in the hallways or waiting for the elevator, when theyre bored. Has heard others say that they dont believe the statements about the amount of drinking it must be more. Thinks the posters are great, and they stayed up for awhile (female-senior) Liked the posters. Likes pictures of students. Doesnt feel the posters are too wordy (female-sophomore) Definitely saw/read the posters and likes the facts that appear on them -- liked to see what the next poster would say; people read them over and over; always talked about them with her friends -- they would read them and give their opinions ranging from belief to disbelief, agree or not agree, surprise, etc. Feels she and her friends used the facts as a gauge for their own behavior. Didnt mind that the two lists of facts dont relate -- facts on left hand side were very interesting and helpful to her as a freshman. Knew the posters were from CHS because of the logo. Facts that were believable on the posters lent credibility to other facts that she felt were less believable. We wondered if these students were really (SCHOOL NAME) students, we didnt know for sure. Feels the look is commercial -- to add familiarity to the pictures, suggested that we could add a caption about where these students are on campus when the picture was taken. Feels the drink equivalency information is necessary you always wonder about that and it helps to clarify the facts (female-sophomore) People who dont drink might not pay as much attention to these posters, but they let these students know that other drinking students can be just as serious about school as they are (male-sophomore) Reads a lot of posters in the dorm hallways and in classrooms. All pictures look like (SCHOOL NAME) students. Noticed the posters were produced by CHS he has also seen the TV3 factoids put out by CHS (male-sophomore) Likes how each poster defines what one drink is. Pictures look like (SCHOOL NAME) students (female-freshman) Likes posters with more facts. Noticed CHS logo, but it could be bigger and bolder (female-freshman) Probably wouldnt stop to read most posters. Most likely to read posters in a classroom or in the residence halls (male-freshman) Is fine with the juxtaposition of alcohol vs. academic related stats (male-freshman) I have not seen them and dont know any of the people in them (female-senior) These posters all have a commercial look and are posed, but I still believe the stats they seem like real students; I did not know these were from CHS, but because of the content I assumed they were (male-sophomore) The posters look pretty and I like to read them -- its nice to have them around, even if the stats arent right. They make me feel studious, less in the party mood, or that I should hit the books. Its good to know that other people are doing it too. Ive heard people say that its not true, about the 4 or fewer. The drinking info is not credible to people. I guess the other stuff is credible, but in a big university, its hard to figure out whats true. But the posters are colorful, and I have read them more than once (female-sophomore) I would have known that these were from Campus Health, or ASUA anyway that theyre trying to promote safety. I can see myself in these ads (female-senior) The people in the pictures are posed, but they do look like (SCHOOL NAME) students. I dont think people assume the people in the pictures are from here -- it seems like the picture that comes inside a bought picture frame. I knew these were from Campus Health because I saw the logo and I felt confident about the facts because of that. I havent heard any street talk about these among students (female-sophomore) The posters that have backgrounds hit home, so I like the bold ones (female-sophomore) I would most likely read a poster in a classroom, but not outside. Dorm hallways are also good, people write obscene things on them (male-freshman) I would take time to read these in the hallways in the dorms, but I cant see stopping around campus to read things. In biosciences everybody is standing around waiting for the elevator so that would be a good place (male-freshman) (school paper) Advertisements (1) Most UofA students drink moderately (students in pool) Likes the picture (female-senior) Likes this ad the best theyre having fun but dont have to be crazy. Noticed the CHS logo (female-junior-new transfer) Doesnt like this ad as much because it has only one message. The picture doesnt look like (SCHOOL NAME) students, they look like high-schoolers (male-sophomore) This ad is kind of funny, doesnt like how the message pairs alcohol with people in a pool (male-freshman) I saw the pool ad. I like this ad the best -- it stuck in my head because of the pool scene. I also like the 1 hour to clear info and it is good to separate men and women because they drink differently (female-senior) Ive seen this ad with the people in the pool. I dont know if the information is surprising, but its good (male-senior) I like this ad best because I like swimming best picture. Noticed the CHS logo (female-senior) I like the information about how much time it takes to clear alcohol from the body (female-junior) This ad is appealing (male-freshman) (2) Most (SCHOOL NAME) students party safely (text only ad) This ad has the most interesting information; she likes this information more than info about how much students drink; wants more info like that in the Party Safely ad (female-senior) Has seen this ad. This ad has the most important information because it gives more detail about how students protect themselves; also the information in this ad is newer to her than the 4 or fewer message (female-senior) This ad has the best information; feels the other ads look like Jefferson Commons ads too commercial, cheesy (female-senior) This ad doesnt relate to her she doesnt fight or break things when she drinks (female-junior-new transfer) This ad is his favorite because it has more facts (male-sophomore) This is her favorite ad; likes the big % about being safe, it disproves what she thought beforehand (female-freshman) Likes this ad -- it has clear information and is focused (male-freshman) Least favorite ad because it doesnt have a picture requires too much reading (male-freshman) I saw this ad (female-senior) This ad is the most appealing; it is more interesting and the numbers are convincing. It is the least commercial looking (male-junior) This ad has the best information, but the design is dull (female-senior) I saw this ad (female-sophomore) Ive seen this ad (female-junior) I like this ad best because I agree with it and it has the standard drink information listed below. Freshmen may know this, but they dont know their limits (female-junior) This ad looks like a power point presentation (male-freshman) (3) 64% of UofA students have 4 or fewer drinks when they party (couple photo) Has seen this ad (female-senior) This ad has the best information (female-junior-new transfer) Doesnt like this ad as much because it has only one message (male-sophomore) Likes this ad (male-freshman) This ad stands out most because of 4 or fewer text style (male-freshman) The 4 or fewer ad is bold and sticks out (female-senior) I have seen the 4 or fewer ads (male-junior) This ad is the most appealing -- the text stands out and I like the picture of the people hanging out (male-freshman) (4) Most (SCHOOL NAME) students have 0,1,2,3, or at the most 4 drinks when they party (3 students photo) Likes the picture (female-senior) Has seen this ad (female-senior) These students look a little old. He had to really look to see the 4 in the picture (male-sophomore) This is her least favorite ad; doesnt like 0-1-2-3-4 message; you have to read it twice to get the main message (female-freshman) Doesnt like this ad the message nor the picture (male-freshman) The 0,1,2,3,4 ad is old and has the most commercial look (male-junior) This ad has the best picture because the people seem happy (female-senior) I saw this ad and like it the best because its very clear (female-sophomore) Least favorite ad the people are posed and theres not a lot happening (male-freshman) General Comments Has seen our ads in the (school paper) and always reads them because she thinks theyre interesting; but she doesnt recall these ads specifically. She always wonders how we get the information when she sees the ads in the (school paper) -- it would help if we stated on the ads that this data comes from a random sample of classrooms. Knows the ads are from CHS; likes CHS and thinks we are a credible source of information. Hasnt heard anyone talk about the ads; seen friends read the ads and believes their reactions are neutral most wonder where the info comes from. Likes bigger pictures in the ads (female-senior) Reads the ads and finds them interesting, they are not getting boring to her. Knows some of the students in the pictures. Feels that pictures in the ads make them more personal, but thinks the information is the most important part. (female-senior) Sees ads regularly in the (school paper) and reads them. Recognizes some of the people in some of the ads (female-senior) Noticed the CHS logo on ad #1 only -- if had not noticed logo, would have assumed that ads were put out by student government. The look is commercial -- although they look like (SCHOOL NAME) students, the pictures were probably taken from someplace else like stock photos. (female-junior-new transfer) Never seen the ads, hardly read the newspaper last year. Likes to see more text than pictures. Prefers pictures where students are doing college-type things. When he reads a message, he tries to see how it relates to him nice to see messages that reinforce his own beliefs and behaviors (male-sophomore) Pictures add to the ads making them more interesting (female-freshman) Likes ads and posters with less words, the more words there are, the less likely hell read it (male-freshman) The message in all of these ads is familiar (female-senior) I have seen something like these ads. The ads do not look home grown. I did not notice the CHS logo in the paper. I trust CHS info (male-junior) I pick up the (school paper) everyday. I think people look at the ads (male-senior) None of these ads relate to me personally because I dont drink (female-senior) If an ad catches my eye Im more likely to read it. I like how these ads spell out the definition of a standard drink, but Im not sure what 4-5 ounces of wine is (male-freshman) Summary: Ads have been seen and are interesting. Logo is not as visible as it should be. Pictures add interest but text credibility is very important. Commercial look of ads noted by some when asked. Drink equivalency line noticed and considered. Marijuana Question This question would be easy to answer. Didnt consider medical marijuana when deciding her answer (female-senior) Feels the question is easy to answer. Medical marijuana never entered her mind when considering her answer (female-senior) This question is easy to answer. Medical marijuana never entered her mind when considering her answer (female-senior) Question is easy to answer. Did not consider medical marijuana when thinking of her response (female-sophomore) Easy to read and answer. Did not consider medical marijuana when considering her response (female-junior) Easy to understand. Hard to answer because her personal belief is never, but knows some who have tried it once or twice. Medical marijuana did not enter her mind when she considered her response (female-sophomore) Easy to understand and answer. Never considered medical marijuana in his reply (male-sophomore) Easy to understand. Medical marijuana never registered (female-freshman) Easy to understand. She would like the terms occasional and frequent given meanings, give them numbers. Medical marijuana was a factor in deciding her response (female-freshman) There needs to be more info because he hears that marijuana is not as bad as tobacco, but then hears other statistics about marijuana users going on to use other drugs. Feels there are enough choices to respond to. Would be good to include medical marijuana in the choices he would have changed his answer had this choice been present (male-freshman) Could add response never use it, but not opposed to it. Never considered medical marijuana (male-freshman) Easy to understand; I thought about medical marijuana and you should include for medicinal reasons. (female-senior) I did not think about medical marijuana; the question is easy to follow (male-sophomore) I did not think about medical marijuana; this question is easy to understand (male-junior) When reading, I was thinking of medical use. You should add language excluding medical marijuana -- its something on peoples minds and is more popular (male-senior) The question is straightforward. You dont mention legal aspects or legality. The issue of medical marijuana didnt come up (female-sophomore) The question has it covered. Medical marijuana did not come to mind (female-freshman) Easy to answer. Medical marijuana did not come up (female-senior) Question is easy to understand, but picking out an answer -- I dont think Im that decisive. I think its clear but I would hesitate to pick one. Subject of medical marijuana did not come up (female-sophomore) Easy to understand -- I could choose from these. Did not think of medical marijuana while he was reading the question. It says about the effects on academics, but I think that no amount is acceptable for having an impact on academics (male-freshman) Summary: No need to add rule out for medical marijuana to this new survey question. Thoughts Each Week School/work/tests/homework/grades (female-senior) (female-senior) (female-senior) (female-sophomore) (female-junior) (female-sophomore) (male-sophomore) (female-freshman) (female-freshman) (male-freshman) (female-senior) (male-sophomore) (male-junior) (male-senior) (female-senior) (female-sophomore) (female-junior) (female-sophomore) (male-freshman) (male-freshman) Picking a major (male-freshman) Money (female-senior) (male-sophomore) (male-sophomore) Recreation/What Im going to do that weekend/Parties (female-senior) (female-senior) (female-junior) (male-sophomore) (female-freshman) (male-freshman) (male-freshman) (female-senior) (female-junior) (male-freshman) Family (female-senior) (female-senior) (female-junior) (female-freshman) (male-senior) (female-sophomore) Friends (female-senior) (female-sophomore) (female-junior) (female-sophomore) (female-freshman) (female-freshman) (female-sophomore) Relationship with significant other (female-senior) (female-sophomore) (female-sophomore) (male-freshman) (male-freshman) (female-senior) (female-sophomore) (female-sophomore) (male-freshman) Meeting new people (female-freshman) Health -- Exercise/Sleep (female-senior) (female-sophomore) Finding a job (male-sophomore) Music/play instruments (male-junior) Girls (male-junior) (male-senior) Youth group/church (female-senior) Who Im eating my next meal with (male-freshman) Summary: Students were asked to identify three things they most often think about each week and answered as follows: school responsibilities; family, friends and relationships with significant others; and immediate plans for their social life. Language Go out Will ask, Do you want to go out? but this doesnt always imply drinking alcohol. Purpose of going out is hanging out with friends -- alcohol is a part of the evening, but not the meaning of it. (female-senior) Go out means going to a bar; go out and party can be used interchangeably (female-senior) Lets go out always means going for a drink (female-senior) Going out is the term she uses may or may not involve alcohol use (female-sophomore) Going out could mean going anywhere, with or without alcohol (female-sophomore) Go out can mean a variety of things, not always including alcohol (male-sophomore) Go out does not necessarily involve alcohol (female-freshman) Do you want to go out / hang out? (female-freshman) Go out means going out with friends and alcohol is involved (female-senior) I say go out sometimes, and I think that go out sounds more responsible (male-senior) Go out implies different things (female-sophomore) My friends say Im going out, which implies whoever wants to drink can (female-sophomore) Id say Are we going out, which means alcohol will be there. If theres no alcohol involved, I would say see a movie or have dinner. (female-junior) Party Do you want to party? would mean going to a party where drinking would be present, how much drinking is unclear (female-senior) Still uses the term party Lets go party! Recognizes for some people this term might also include usage of drugs; go out and party can be used interchangeably (female-senior) Party = big house party, kegger, illegal drinking, 18 years old (female-senior) Uses term going to a party if there will be drinking, even if its only 5 people. Party means having lots of drinks (female-sophomore) Party = definitely will have alcohol there (male-sophomore) Do you want to go party = phrase of choice. Party means alcohol is involved (female-freshman) Party means lots of alcohol for lots of people (male-sophomore) Party means the same as go out (male-junior) Party describes a general drinking situation. A party usually means a house party (male-senior) Party implies that there will be music, people, a keg or at least alcohol. Party safely means staying in a group, knowing your limits, having a designated driver (female-sophomore) Party means going to someones house, listening to music. I dont drink so I just hang out, but party does mean alcohol here on campus (female-senior) Party means more of an event. It definitely implies more drinking (female-sophomore) Party implies a keg, jungle juice, and heavier drinking (female-junior) Party implies more alcohol, but it depends on the location (female-sophomore) I associate party with a big party with 100 people (male-freshman) Other When they go drinking is a possible statement for our ad messages (female-senior) Socialize with alcohol sounds too frumpy, but would understand its meaning (female-senior) We go out, have a few drinks Jammin Were gonna go out and jam (male-sophomore) Are you drinking tonight? So you want to go out and drink? (female-freshman) Are we gonna go hit it? which means just hang out (male-freshman) Do you want to come hang out with us? Were gonna go get drunk wanna come? (male-freshman) Wanna go get drunk, get some beer or something? is what I usually say for going out with a lot of alcohol (male-sophomore) Go hang out means the least amount of alcohol and usually involves watching TV, etc. (male-sophomore) Get wasted/hammered means get really drunk (male-junior) If Im inviting someone out on Friday Ill say grab a drink. (male-senior) When people talk about social drinking, they say Do you want to go get drunk with us? If they dont drink, they say Hang out or have something something to eat that implies theres no alcohol (female-freshman) Id say getting a drink, party and pre-party. People use a lot of abbreviations when talking about particular bars (female-sophomore) I say are we going to hang out. If alcohol is involved, well, a lot of my friends dont drink so Im not sure how that would change the language, but Im sure it does (freshman-male) Id say go and hangout If its a small group of people I just say hangout. (male-freshman) General Comments When she is going to a bar, she and her friends just state the name of the bar theyre going to. She feels she and her friends are drinking less as theyve progressed through school kind of odd since were all turning 21 (female-senior) Using the word casual might help to convey lighter drinking (female-sophomore) Most of his friends dont drink so they dont have a definite term for socializing with alcohol (male-freshman) Summary: When asked about language they use to discuss social situations that include alcohol they reported that going out could mean alcohol or no, but party almost always meant alcohol. Online Survey Yes Would definitely answer it if she received it via email (female-senior) Would definitely complete the online survey if she received one via email (female-senior) No Would not complete an online survey hard to fit it into her schedule; she would only fill it out if she were bored, but most likely would delete it (female-freshman) Probably would delete it, but might do it if it was a phone survey (male-freshman) Other If received it, it would not be a to do thing for him; he might fill it out, but it would depend on when it was sent and how busy he was at the time. 20-30 questions would be a reasonable length, he would be discouraged if it had over 30-40 items (male-sophomore) Might delete it because she gets so much junk email. Might take it if it was short, 5-10 questions (female-freshman) Would answer the survey if it were no longer than 5 questions (male-freshman) Summary: Some students were asked if they would participate in an online survey and most said they would if it were sent directly to their email account, it was short and students were not too busy. Sorority Campaign Saw and read all posters and flyers and hung the $5.00 poster in her room. The unofficial discussions among her sorority sisters about the campaign were positive. Dishonesty was never considered an issue when looking at the data; knows the surveys are anonymous, why would anyone lie? (female-senior) Liked the sorority posters hung them in her dorm room. Sorority sisters had a good opinion of the campaign (female-sophomore) Summary: Only a few students were known members of a sorority. Those who were asked thought the sorority campaign was positive. 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