LESSONS LEARNED FROM THE ALCOHOL-FREE UNIVERSITY NETWORK: COMMUNICATION STRATEGIES TO PREVENT AND CONTROL ALCOHOL CONSUMPTION IN EDUCATION INSTITUTIONS

Abstract

This paper aims 1. to analyze communication strategies for the prevention and control of alcohol consumption of institutes, 2. to analyze risk factors for alcohol consumption behavior among university students, and 3. to analyze success factors in driving the Alcohol-free University (AFUS).  The research methodology is qualitative research and research tool is a set of structured questions for extracting lesson learned.  Data were collected through in-depth interviews and non-participant observation.  Key informants were instructors of 15 universities in the South of Thailand who played major roles in the prevention and control of alcohol consumption at the university.

The research findings revealed 1. AFUS uses five communication strategies: Personal media or role models, campaigning, networking, public relations, and media advocacy. 2. It was found risk factors for alcohol consumption behavior among university students: university context in terms of size, type, and location. 3. The success factors relating to driving AFUS comprised grouping and diversity of the network, qualifications of the Free-Alcohol University driver participants, participatory poles of AFUS, leaders and coordinators in the Free-Alcohol University drive movement, and the Implemented communication format.