Word: effort
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Dates: during 1990-1999
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...recent ad placed in major national newspapers by the presidents of 113 colleges and the National Association of State Universities and Land-Grant Colleges announced a joint effort to deal with the problem of student binge drinking. This advertising campaign signals a major change in the way that colleges are responding to the alcohol problem on their campuses. The problem has moved from the agenda of assistant deans of students to the desks of college presidents. It is openly discussed in the New York Times rather than being kept hidden to avoid embarrassment to a school's reputation...
Thus far, most college efforts are aimed primarily at changing student attitudes and norms. While this is an important ingredient of a comprehensive effort, it is only one step. College students did not invent binge drinking all by themselves. Half of college binge drinkers started drinking heavily in high school. They have been helped in developing and maintaining this behavior by a number of factors...
Colleges must consider all of these issues, and not just focus on student norms. A lot of effort is spent persuading the binge drinkers to give up a behavior which most of them don't view as a problem. The more a student drinks, the larger the number of drinks he or she thinks it's okay to consume. The measures the College Alcohol study uses to define binge drinking--five drinks in a row for men and four for women--are scoffed at by binge drinkers: "What's five drinks, I can drink ten and still function...
After the 1995 effort petered out, the movement had a two-year lull. But then, in 1997, Michael K.T. Tan '01 and Nancy G. Lin '99-'00 decided they wanted to organize a revival. They worked on the Academic Affairs Committee...
...Harvard's points of pride, its decentralization, became their main obstacle and was one of many factors eventually causing their effort to peter out, Tan said...