Campus-Wide Multimedia Campaigns to Reduce Student Misperceptions of AOD Norms

H. Wesley Perkins, Ph.D., Dept. of Anthropology/Sociology, Hobart & William Smith Colleges

David W. Craig, Ph.D., Dept. of Chemistry, Hobart & William Smith Colleges


This session presents an innovative approach to proactive prevention that focuses on changing students' perceptions of peer AOD use and campus culture. National research has clearly linked exaggerated perceptions to higher levels of AOD abuse among students who hold them, but to date, multimedia techniques to reduce misperceptions and evaluation datahave been in short supply (even though mass media advertising to reduce misperceptions has shown promise in reducing this abuse). Based on this theoretical foundation, models will be unveiled for curriculum infusion and AOD prevention. These strategies have been developed and expanded within the last year using electronic communications networks and multimedia platforms. This session will provide a demonstration of online multimedia programs providing proactive information to students in a variety of formats including interconnected student video and data presentations, interactive scripted scenes, and an online multimedia survey instrument. Evaluation data now available on this two year project will be presented.


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