Award-Winning Program Uses Humor Reach Students
Orange Coast College is launching an award-winning anti-binge drinking campaign, LessThanUThink, on the Costa Mesa campus this week. The unique campaign uses humorous messages that emphasize the negative social consequences of binge drinking.
For the past six months OCC’s student Peer Health Action Team (PHAct) has been collaborating with the Orange County Health Care Agency(OCHCA), Laura Buscemi-Beebe, health educator of the OCHCA’s Alcohol & Drug Education & Prevention Team (ADEPT), which worked with Anna Hanlon, OCC professor of kinesiology and faculty coordinator of PHAcT, to plan campus efforts to implement the LessThanUThink (LTUT) campaign.
OCC is the third community college in Orange County to implement the student-run campaign in the last two years. The success of past LessThanUThink (LTUT) implementations at Santiago Canyon College and Santa Ana College motivated OCC students to bring the cause to their campus.
“This is not easy stuff; it couldn’t be more complicated – metabolism, hydration, lean body mass, enzymes, proof, tolerance,” Buscemi-Beebe said. “What LessThanUThink so skillfully does is get us to the real dialog that helps students feel less ashamed, more aware and empowered to cross the bridge from wanting to make good choices regarding alcohol to making those good choices.”
OCC’s LTUT teams will distribute educational material and campaign identity items at special events and weekly “Swag Walks.” The team’s goal is to elevate student consciousness on the growing problem of binge drinking that affects college campuses throughout the U.S.
LessThanUThink was created by students at The University of Alabama to address the national problem of college-age binge drinking for the 2009 National Student Advertising Competition, hosted by The Century Council and the American Advertising Federation (AAF). The campaign continues to expand to college campuses nationally and internationally due to the success of its creative messaging and student-generated material.
Orange Coast College, founded in 1947, is one of the nation's top transfer schools. With a student population of 22,000, OCC provides exemplary programs leading to Associate in Arts degrees, Associate in Science degrees and 145 career programs. The college's 164-acre campus is located in the heart of Costa Mesa. For complete details about OCC, visit http://www.orangecoastcollege.edu.