Linda C. Lederman, Ph.D. Professor & Director Hugh Downs School Arizona State University Campaign

About Me Professor of Human Communication Author/Editor ▫ “Changing the Culture of College Drinking” ▫ “Voices of Recovery from the Campus” More than 200 books, book chapters, journal articles Designed and Run Campus Campaigns

Why Study Alcoholism? Alcoholism is chronic, progressive disease with no cure… just a daily remission. 20,000,000 Americans have Alcoholism (1 in 4 families) 1 in 10 People Who Drink have Alcoholism

Alcoholism on Campuses  1 in 10 People Who Drink have Alcoholism regardless of their ages  Students with Active Alcoholism Need Help  Growing Number of Students on College Campuses in Recovery  Students in Recovery Need to Feel Safe in the College Community

Why Are Students Pressured to Drink in College? College Drinking: The Dominant Narrative Everybody Does It College is a Time to Drink Drinking as a Right of Passage Calling Someone an Alcoholic is Praise “Gotta love the guy; he’s a real alcoholic.”

College Drinking and Alcoholics College drinking isn’t alcoholic, but may look like it is In both cases, there is heavy drinking, often serious consequences  Fights, Accidents, Missed Classes/Exams, Relationship Problems But There are Significant Differences:  Quantity, Frequency, Volition  Cultural/Dominant Narratives

Being an Alcoholic  Is a disgrace  Is a weakness  Is a moral failing College Students Can’t be Alcoholics Alcoholics are Old White Men Alcoholism: The Dominant Narrative

Impact of Dominant Narratives College Drinking (“Everybody Does It”)  Pressure to drink  Image of Drinking as Normative (myth vs reality)  Blurring Distinctions between College Drinking and Alcoholic Drinking Alcoholic Drinking (“Weak-willed Old Men”)  Shame  Denial  Masking a Serious Health Issue and Fatal Disease  Distancing: Dismissible

Why do these narratives create a problem for Students with Alcoholism? 1.That taken together the dominant narratives MASK the problem 2.A significant number of students are struggling with a disease that can't be treated until they know they have it 3.If they think alcoholism is normative or a weakness they aren't aware that it is a treatable illness

How Can We Change the Dominant Narrative and De-Stigmatize Alcoholism? Socially Situated Experiential Learning Model (SSEL) : Educate & Empower Students to Educate Other Students Let Students Control the Dissemination Process

Educating Students Developing Knowledge  Disease  Stigma  Terminology  Personal Perceptions and experiences Developing Skills  To talk about Alcoholism and Recovery: Words Matter  Introduce them to DYK10

C AMPAIGN  Objective: De-Stigmatize Alcoholism and Recovery on the College Campus by  Identifying Alcoholism as a Disease  Providing Information on How to Identify the Disease  Offering Access to More Information and Help for Those with the Disease

Audiences Three Audiences 1. Drinkers with Alcoholism 2. Drinkers without Alcoholism 3. Non-drinkers

Messages  Many faces, one disease Including college students  1-in-10 people who drink have alcoholism  You don’t have to be “old” to have alcoholism

Messengers: Students Communicating with Other Students

Media for Messages Face to Face Conversations Mass Messages: Flyers, Posters, Give Aways w/ Messages Social Media Messages ● Facebook ● Website Campaign Events ● Table Talks ● Walk Abouts ● Pizza Parties

Pilot Test: Trial Run of Campaign

Materials D ID Y OU K NOW ? 1 IN 10 PEOPLE WHO DRINK SUFFER FROM ALCOHOLISM A LCOHOLISM IS A DISEASE T HERE IS NO CURE – BUT IT CAN BE PUT INTO DAILY REMISSION R ESOURCES ON OR NEAR CAMPUS On Campus Counseling Services Student Services Building, 3 rd Floor Open M-F 9-5pm Make an appointment at Nearby Alcoholics Anonymous Aamesaaz.org Aaphoenix.org Aawestphoenix.org

Activities: Conversations Presentations Walk-abouts Table Talks

Dissemination: Social Media Facebook Instagram

Pre-presentation Survey  3 adjectives to describe alcoholism Post-presentation Survey  3 different adjectives to describe alcoholism after conversation Assessing Conversation Effectiveness

Post-Conversation Wordle

Pre-Conversation Wordle

Reached Face to Face Audiences and Generated Social Media Interest Impacted Messengers: Stereotypes Shattered Created the OCAT Organization Refined Campaign/Materials for Fall, 2016 Developed Dissemination Evaluation Strategies Developed DYK10 Facilitation Guide to share with Other Campuses Results of Pilot Run

An on-going organization dedicated to spreading the DYK10 campaign messages

Voices of Recovery from the Campus

Other Suggested Readings Lederman, L. C. & Menegatos, L. (2011). Sustainable recovery: The self-transformative power of storytelling in Alcoholics Anonymous. Journal of Groups in Addiction & Recovery 6, 3, Lederman, L. C. & Stewart, L. P., (2005). Changing the culture of college drinking: A socially situated prevention campaign. Cresskill, NJ: Hampton Press. ISBN: Lederman, L. C. (2013). Talking themselves into sobriety: The persuasive power of self-narratives. In C. Liberman (Ed). Casing persuasive communication. Dubuque, Iowa: Kendall-Hunt.

THE DYK10 Facilitation Guide Reading Materials Permissions Campaign Elements  Audiences  Key Messages  Logo  Flyers  Mock Ups for Give Aways  Dissemination Strategies

De-stigmatizing Alcoholism and Recovery by Changing the Dominant Narrative One Conversation at a Time

With Thanks To Communication 494 (Communication, Alcoholism, and Recovery) Students, Fall 2015 OCAT (One Conversation at a Time) Team  Miranda Aguirre  Bella Cirincione  Samantha Contreras  Isabel-Ashley Guerra  Summer Preston