Anti-Drinking Campaign in the University of Minnesota - Essay Example

Anti-Drinking Campaign in the University of Minnesota Executive Summery This proposal seeks to address drinking in the University of Minnesota. It illuminates on the underlying issues regarding alcoholism in the University and US colleges and the extent to which this has saturated the education system. It also examines the current situation and what should be done to reduce, manage and mitigate drinking habits among students. It is structured into five broad sections: Section 1, Executive Summery is the general purpose and structure of the proposal. Section 2, introduction detailing the objectives of the proposal, current trends and developments regarding drinking and the extent to which drinking habits are a reality in the US colleges and Universities. This section also details why total ban of alcohol can not work citing developments that occurred during the American Prohibition era as a sample case study. Further, it explains the reasons why Community College Events should be factored in when controlling alcohol use. The next section mirrors on ways or methods which should be adopted to arrest the problem. The last section is conclusion and recommendations. 2.0 Introduction 2.1 Aim of the Research Proposal This research proposal aims to achieve to a number of objectives. The overall objective is to demonstrate the importance of reducing and managing alcoholism in the University of Minnesota and how the budget of doing that can be reduced. The specific objectives include: 1. Assessment of alcoholism in the United States colleges and the biases therein 2. Demystifying complete elimination of alcohol sale by focusing on the lows of prohibition period that took place in the United Sates for 14 years. In doing so the proposal argues in favor of alcohol provision but with legal/policy interventions to restrict its usage 3. The adoption of a number of measures to limit alcohol use in schools and community events 2.2 Background of Study/ Context Analysis 2.2.1 Importance of Restricting Alcohol Drinking in College Community Events Casaddy, Flora and Foote (2007) observe that community events are sometimes characterized by students and underage youths easily getting drunk because of availability of alcohol. About 50% of alcohol intake at community festivals is done by students or youth. These authors propose alcohol ban or restrictions in colleges or community events by curtailing sales through policies such as ID checking or reducing the number of servings that are extended to individuals. This in their view ultimately minimizes access of alcohol by students. They further cite studies which shown that in an average event 50% those that are already intoxicated have 80% chance of buying more. Further, this kind of behavior sometimes brings about disruption, vandalism and other anti-social behaviors. In 2004 professional basketball, a number of these behaviors were witnessed with many drunken students throwing beer bottles and cups at players on the court. Thus measures such as stopping alcohol sales at some point are important in mitigating such occurrences (Casaddy et. al, 2007). 2.2.2 Why Complete ban of Alcohol is a mirage and fruitless: Case Study of Era of Prohibition in America The reasons why complete ban of alcoholic drinks in America is fruitless can be found in the analysis of the prohibition era. Peck (2009) observes that by the end of the World War 1 a number of changes had taken place in America, one of which was the nonexistence of alcoholic drinks. The American Government had put in place a policy that prompted the elimination saloon intoxicating liquor. Broadly speaking the era of prohibition refers to the epoch in the history of the United States when the production, sale and the transportation of liquor was unlawful for a period of 14 years (1920-1933) (Peck, 2009). One question that immediately comes to mind and which this proposal is interested in is, “Why was this measure put in place?” Overall, the movement was put in place to control criminality and corruption as well as improving health. It was seen as an important step to control moral decadence besides decreasing the tax burden pegged on maintaining prisons. As Peck (2009) reckons, ‘The measure was undertaken to reduce crime… and solve social problems and reduce tax burden created by prisons and poorhouses…and so prohibition had come at last.” Historically, the passing of the enactment of the 18th Amendment to the constitution regarding liquor prohibition was a miracle. This is because the amendment was quickly given a green light upon coming to the floor of the Senate in 1917 (Peck, 2009). Further, the author sees that it was surprising that when the House of Representatives took it in later the same year, the debate only took one day which is quite different when one considers politics and debate that characterizes this House. Interestingly, the bill was later ratified only a few months later and it duly became a portion in the American Constitution. This not withstanding, a number of saloons still operated illegally and the owners flourished with most of their suppliers operating secretively. The problem was further compounded by stiff competition and the solution became use of barbaric ways to compete e.g. use of weapons and skills acquired during the world war. Historians have thus conclusively viewed the prohibition era as a fruitless attempt which had, at most, created more crime and aggravated rebellious-like abuse of alcohol. It was therefore not a surprise that when Franklin D. Roosevelt came to power, the amendment was repealed. This is indeed a case that dissuades complete banning of alcohol whether in colleges or in public places because somehow illegal drinking will always continue (Peck, 2009). The point is to manage, minimize and mitigate alcohol effects. 3.0 Methods that should be adopted to Mitigate, Manage and Reduce Alcohol Consumption in the University of Minnesota 3.1 Restrictions of Alcohol Use in College’s Community Events This entails limiting alcohol use at college’s community events, predominantly enforcing policies that minimize and control availability of alcoholic drinks in venues such as college concerts, sporting activities as well as street fairs. This paper proposes that event organizers implement this (voluntarily). The restrictions will certainly go along way in ensuring that problems related to alcohol including accidents and traffic crashes, public fighting and other public nuisance alongside vandalism are contained (Cassady et. al, 2007). Broadly, such restrictions in the events aforementioned can occur in many ways. This may entail total ban on consumption of alcoholic drinks by students and ensuring that adverts on alcoholic drinks bear warning information that details the dangers of over-consumption of alcohol. Specifically, a number of policy interventions should be taken on board to curb the use of alcohol in community events. The policies that should directly apply to alcohol providers and sellers should include: The provider or seller has alcohol license with liability insurance. This should directly be inconformity within the state’s specific laws on legal liability. Second is that the provider or seller be held responsible in relation to beverage services training to alcohol retailers and other intermediaries including community events coordinators. Third, there should be legislation that stipulates the age limit of alcohol sellers (preferably 21 years). Fourth, a manager should be present at the alcohol booth at all times. Fifth, there is need to establish strict policies that screen and establish age verification of those attending the community events. Finally, those serving alcoholic drinks should not be allowed to drink while on duty to avoid serving minors and already intoxicated users (Cassady et. al, 2007). The policies that should directly apply to Community events planning and structure should take care of a number of issues. There should be designated areas for alcohol consumption. In the same breath, there should be separate areas where minors are not allowed into. This should also be in cognizant of the fact that people are prohibited from carrying alcoholic drinks as take-away (Cassady et al, 2007). Policies that restrict colleges from sponsoring alcoholic drinks and planning of community events should be considered. Colleges should stipulate alcohol free days or hours where failure to comply results into fines or other strict sanctioning. Finally, there should be a clearly defined enforcement procedure regarding all the above policies As far as security is concerned, there should be procedures well structured to take care of drinkers who are already intoxicated. Further, alcohol drinking should be banned in car parking spaces and the lots should be checked for that. The cup size for food and beverages should be restricted to not more than 12 ounces (Cassady et al, 2007). The cups used for alcoholic beverages should be easily differentiated from others which bare no alcohol. Further, sellers and servers should consider stopping serving alcohol a few hours before the events end. Additionally, in such events food, non-alcoholic drinks and water should be served predominantly. 3.2 E-Marketing Campaigns for Reduced and Responsible Drinking in College Events This should be used as awareness-creation tool for responsible management and reduction of alcohol. The proposal picks it because it is likely to reduce cost of the campaign. Further it will fit very into the existing school on-line communication method. This proposal views that E-marketing plan and the cost structure for the University of Minnesota will factor in a number of issues and process. Overall the cost structure will be tied to the products, services and maintenance expenses both for college community events and awareness-creation to the students. Some of the costs will naturally fit into the existing system of the school. Besides, the proposal reckons that the structure will fit into the rationale justified in the overall awareness enhancement plan. The tenets will include new software for awareness creation and tracking software vendors. This will be used by the members of the Information Technology department to accelerate the process of communication on anti-alcohol and responsible drinking. The advantage that this carries is that no network changes would be required and it will be used within the existing work stations in the Information or Marketing department of the School. Besides, the existing PCs would be used with only little hardware being bought. The related costs would be on software maintenance, server/hardware and software licenses. Other annual costs will remain the same. According to Peck (2009), the IT experts who will use these may require databases and as such the proposal takes that database licenses as well as maintenance fees for those licenses would be important. . The Cost Structure of the E- Campaign and Awareness Creation Phase 1 (Year1) Phase 2 Year 2 Phase 3 (YR 3) Phase 4 (YR4) Phase 5 (YR 5) Products Hardware 10% Data Base License 20% Software License Awareness creation Website 20% Promotional website 20% Advertising Space 10% Services Changes to Software and Software installations 5% Interfaces to several Systems 2% Data Conversion (Old to New System) -Buying of Website Spaces 13% Maintenance Website Upgrading and connection to other sites 7% Maintenance Cost 3% Software maintenance 4% Data base maintenance. 5% TOTAL 100% NB: The cost is in terms of % dollars of the total cost and mirrors only on the first phase with the recognition that other cost in the following faces will depend on the extent of success and evaluations to be carried out. References Cassady, D., Flora, J. & Foote, D. (2007). Alcohol use at community events: Creating policies to prevent problems. San Diego. Alcohol Program and Applied Communication Technology. Peck, G. (2009). The production Hanover: Alcohol in America from Demon Rum to Cult Carbernet. NJ: Rutgers University Press. Read More