1. Linda C. Lederman, Ph.D. Professor & Director Hugh Downs School Arizona State University Linda.lederman@asu.edu DYK10.asu@gmail.com Campaign

2. DYK10.asu@gmail.com 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

3. DYK10.asu@gmail.com 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

4. DYK10.asu@gmail.com 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

5. DYK10.asu@gmail.com 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.”

6. DYK10.asu@gmail.com 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

7. DYK10.asu@gmail.com 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

8. DYK10.asu@gmail.com 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

9. DYK10.asu@gmail.com 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

10. DYK10.asu@gmail.com 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

11. DYK10.asu@gmail.com 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

12. DYK10.asu@gmail.com 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

13. DYK10.asu@gmail.com Audiences Three Audiences 1. Drinkers with Alcoholism 2. Drinkers without Alcoholism 3. Non-drinkers

14. DYK10.asu@gmail.com 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

15. DYK10.asu@gmail.com Messengers: Students Communicating with Other Students

16. DYK10.asu@gmail.com 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

17. DYK10.asu@gmail.com Pilot Test: Trial Run of Campaign

18. DYK10.asu@gmail.com 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 480- 965-6146 Nearby Alcoholics Anonymous Aamesaaz.org Aaphoenix.org Aawestphoenix.org

19. DYK10.asu@gmail.com Activities: Conversations Presentations Walk-abouts Table Talks

20. DYK10.asu@gmail.com Dissemination: Social Media Facebook Instagram

21. DYK10.asu@gmail.com Pre-presentation Survey  3 adjectives to describe alcoholism Post-presentation Survey  3 different adjectives to describe alcoholism after conversation Assessing Conversation Effectiveness

22. DYK10.asu@gmail.com Post-Conversation Wordle

23. DYK10.asu@gmail.com Pre-Conversation Wordle

24. DYK10.asu@gmail.com 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

25. DYK10.asu@gmail.com An on-going organization dedicated to spreading the DYK10 campaign messages

26. DYK10.asu@gmail.com Voices of Recovery from the Campus

27. DYK10.asu@gmail.com 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, 206-227. Lederman, L. C. & Stewart, L. P., (2005). Changing the culture of college drinking: A socially situated prevention campaign. Cresskill, NJ: Hampton Press. ISBN: 9781572735934 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.

28. DYK10.asu@gmail.com THE DYK10 Facilitation Guide Reading Materials Permissions Campaign Elements  Audiences  Key Messages  Logo  Flyers  Mock Ups for Give Aways  Dissemination Strategies

29. DYK10.asu@gmail.com De-stigmatizing Alcoholism and Recovery by Changing the Dominant Narrative One Conversation at a Time

30. DYK10.asu@gmail.com 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