ABSTRACT
The area of health care that focuses on the health issues that is particularly prevalent among college students. Health communication cuts across interpersonal, group, mediated, and organizational contexts of communication. The RU SURE Campaign was designed by a team of researchers working together with health educators and upper-level undergraduate Communication majors. The goal of the campaign was to change first-year students' misperceptions by increasing their awareness of the actual norms for college students' drinking. Communication and Health Issues team members were sure that students were more likely to be resistant to messages that they perceived to come from campus authorities, they decided that a more effective approach would be to involve students themselves in the campaign from the beginning. Media campaigns that are designed to educate people to inform them about a particular health issue or to persuade them to either adopt healthy attitudes or behaviors or reject unhealthy attitudes and/or behaviors.
