ABSTRACT
There was an interest in designing a prevention model that was adaptable to Lund University, as well as other cultures and subgroups. To design a prevention model adaptable to students at Lund University and other target groups' communication and social frames of reference, it was decided to incorporate peer education. To further augment target group adaptation as well as peer educator motivation, it was decided to allow the peer representatives to have over-reaching responsibility for the program approach, including strategies, planning, messages, materials, activities, goals, and even the 'culture' or 'spirit' of the program. Therefore target group empowerment was incorporated. E.M. Roger's theory on the diffusion of innovations was theoretically integrated and utilised in order to induce a slow diffusion of normative and behaviour change from a selected minority to the target group majority.
