NEWS RELEASE
March 15, 1999

Haveman Unveils Anti-Binge Drinking Advertising
"Binge Drinking. It Can Make You Dead Drunk."

Michigan Department of Community Health Director James K. Haveman, Jr. today unveiled radio and print advertisements aimed at educating college students on the dangers of binge-drinking. This $150,000 advertising campaign begins today and will run six to seven weeks in student newspapers and on radio stations in college communities.

"Last year 30 college students died from drinking too much," said Haveman. "These advertisements are one part of our efforts to educate students about the very real dangers of binge drinking."

The advertising message came as a result of focus group testing the Department of Community Health conducted on college campuses. "After talking with college students in focus groups, it was clear that the message they want to hear is on the consequences of drinking too much," said Haveman. "These ads are straightforward, direct and hard-hitting."

Nearly all students that participated in the focus group tests did not understand that binge drinking was consuming five drinks within a two hour period and only associated binge drinking with having a good time. They did not understand the relationship between binge drinking and alcohol poisoning, which can lead to death. The advertisements include the tag line, "Binge Drinking. It can make you dead drunk."

Last month at the Presidents' Council of State Universities of Michigan meeting, Haveman outlined a plan to curb college drinking. Included in the plan was $433,000 the Department will use to fund comprehensive five week mentoring programs at Universities statewide to emphasize an alcohol and drug-free approach to campus life. The mentoring program will include alcohol and drug-free activities for freshman students.

The Department will fund a $50,000 initiative to train University Health Professionals to recognize and deal with binge drinking problems on campus. The Department of Community Health will work closely with the Universities, Michigan State Police, Local Law Enforcement and the Liquor Control Commission to stop underage drinking and excessive drinking.

Former State Representative Jim McBryde, who now serves as Special Assistant for Drug Policy at the Department of Community Health, will work with University Alcohol Teams statewide to curb student drinking. The Department will launch a web site to inform parents of each college and university action plan on alcohol and drugs.

"As I have traveled the state meeting with University officials, I have been pleased with the attention that has been focused on this issue," said McBryde. "By working together with University officials, student leaders and community members, we hope to have a positive influence on our students."