Getting educated - Currents

Cheers, July-August, 2003

In an effort to combat underage drinking, Jim Beam Brands Co. and Heineken USA have partnered, respectively, with Indiana's Butler University and New York's Pace University to fund alcohol education programs. Through the Michael Andretti Foundation, Jim Beam donated $10,000 of a $100,0000 fund dedicated to its "Drink Smart" campaign to Butler, while Heineken contributed $10,000 to Pace as part of its responsible consumption program.

Thanks to the donations, Butler University has now implemented the Alcohol 101 Plus education program, which includes an interactive CD-ROM created by the Century Council. The CD, set on a "virtual campus," helps college students make responsible decisions about alcohol by specifically addressing the problems faced by high-risk students. Nearly 2,000 colleges have already received or registered for Alcohol 101 Plus materials.

"We are thrilled to have this unique opportunity to share this ground-breaking tool with our students and educate them on issues such as what alcohol does to your body and the true risks of drinking and driving," says Levester Johnson, vice president of student affairs at Butler University.

Similarly, with the help of Heineken's contribution, Pace University has initiated an alcohol education training program known as TIPS (Training in Intervention Procedures), in which select members of the university's community, including resident directors and counselors, are trained to educate first-year students about the effects of alcohol: its illegal and legal uses, over-consumption and intervention techniques. They will also train bar and restaurant servers in towns that surround the university.

"Together with Pace and Heineken, we are looking to make an impact on students and a social change on campus," says Adam Chafetz, president of Health Communications, Inc., providers of the TIPS programs.