757 Preventing High-Risk Drinking among College Students: A Social Marketing Approach

To help reduce the high-risk drinking rate among 1st year college students an extensive social marketing plan was implemented and evaluated. To change students’ attitudes and behaviors concerning this entrenched behavior the perceived pros and cons associated with high-risk drinking were identified and utilized in creating health messages. This presentation includes examples of audience segmentation, formative research, message testing, and evaluation. Examples and analysis of the various social marketing ads will be provided.