A new survey conducted by Michigan State University and Be Responsible About Drinking Inc. (B.R.A.D.) shows that an initiative to educate students about the risks of alcohol poisoning is helping them celebrate their 21st birthdays safely and responsibly.
B.R.A.D. is a non-profit corporation based in Clarkston that was established by the family and friends of MSU student Bradley McCue, who died of acute alcohol poisoning following the celebration of his 21st birthday in November 1998.
B.R.A.D. sends a birthday card to all MSU students approximately one week before their 21st birthday. The card reminds them to celebrate safely and includes a laminated wallet-sized card with information about alcohol poisoning. The cards are personally signed with the names of John and Cindy McCue, Bradley's parents.
Since the project began in March 1999, cards have been sent to nearly 15,000 MSU students. Students at 65 other colleges and universities in 24 states also receive the cards. Altogether, approximately 90,000 cards have been sent to students about to turn 21.
In 2001, Michigan State University received a two-year grant from the U.S. Department of Education to study high-risk drinking among college students, particularly "celebration drinking," and to develop a media campaign focusing on prevention and safe drinking practices. A study of the effectiveness of the birthday card was undertaken as part of the grant research, which is led by Olin Health Center (MSU's on-campus student health facility) and the university's Department of Communication.
"In the last two years, students at the University of California-Davis, Appalachian State University and the University of Michigan have died of alcohol poisoning following celebrations of their 21st birthdays," said Jasmine Greenamyer, project coordinator and lead alcohol and other drug health educator at Olin Health Center.
"There's an urgent need to find effective ways to educate college students about the risks associated with celebration drinking," she said.
A survey of 1,731 MSU students who recently turned 21 was conducted by the Office for Survey Research, part of the university's Institute for Public Policy and Social Research. Some survey respondents had received the birthday card; a control group had not. All were asked an extensive set of questions concerning their birthday celebrations. Parents of some of the students who received the card were sent a letter encouraging them to discuss the dangers of celebration drinking with their son or daughter.
Overall, the survey found that 80 percent of students celebrated their 21st birthday with alcohol. Slightly less than half (48 percent) said they "got drunk"; 11 percent said they got sick; and 10 percent said they did not recall parts of the celebration.
The survey also found that the B.R.A.D. birthday card was effective in reducing high-risk drinking behavior among those who received it.
"The survey shows that students who received the birthday and wallet cards drank less, were less likely to get drunk, were less likely to drink shots, were less likely to report parts of the celebration they cannot recall, were more likely to stop drinking because they had enough and were more likely to have someone watch out for them during the celebration," said Greenamyer.
Of the students who reported receiving the cards:
74 percent saved some part of the card and 3 percent of those took the wallet card with them to their celebration.
24 percent reported thinking about the card during their celebration.
12 percent reported they changed their plans for their birthday celebration -- 3 percent by drinking less, 8 percent by being more aware and cautious of their drinking at their celebration and 1 percent by having someone watch over them during/after the celebration.
Nearly two-thirds (65 percent) said they shared the card with their friends or family.
Fewer engaged in risky drinking behavior. For example, they were 18 percent less likely to drink shots of liquor on their birthday and 6 percent less likely to get drunk than those who did not receive the card.
58 percent said that their parents had talked to them specifically about their 21st birthday drinking plans, including discussion of alcohol poisoning risks and the need to be cautious and responsible.
Almost all (97 percent) recommended that the mailings continue.
"Clearly, a birthday card with educational material about alcohol poisoning is well received by college students and can be very helpful in getting them to think before they drink during celebrations," said Greenamyer.
"The new survey results reconfirm our belief that the cards are an effective way to increase students' awareness and understanding of the dangers of alcohol poisoning," said John McCue. "We hope the students are taking the information to heart."
"We have received numerous thank you notes from students and parents, and the positive survey results encourage us to continue our efforts," said Cindy McCue.
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