Local Campaign Encourages Responsible Drinking

Local Campaign Encourages Responsible Drinking

Live 0013.orgRecognizing the growing national, state and local trend in high risk or binge drinking (defined as five or more drinks in one sitting), the Bloomington Normal Community Campus Committee began implementing 0013 with the goal of decreasing alcohol related consequences in our communities. The FIRST AND SECOND ZEROS restate the law of zero underage alcohol use and zero driving while under the influence. The ONE indicates one drink per hour as that is the maximum the liver can process. The THREE stands for no more than three drinks per evening, when you do choose to drink.

The Purpose

The purpose of the 0013 campaign is to help change the drinking culture in Bloomington-Normal and give residents and visitors a tool they can use when they consume alcohol. The message is simple, if you’re underage or driving, don’t drink; if you are of legal age to consume alcohol, be responsible and think 0013!

What defines a drink?

A standard drink is equal to 13.7 grams (0.6 ounces) of pure alcohol or

  • 12-ounces of beer
  • 8-ounces of malt liquor
  • 5-ounces of wine
  • 1.5-ounces or a “shot” of 80-proof distilled spirits or liquor (e.g., gin, rum, vodka, or whiskey).

The campaign

The 0013 community-wide campaign launched in August 2010 and ran through November 2010. Multiple media channels were utilized throughout the community and on all four campuses, including a website (live0013.org), billboards (one in Normal and one in Bloomington), flyers, bookmarks, table tents, t-shirts, vinyl banners, slimline upright banners, newspaper, cable television and bus advertisements, campus-wise digital displays, newspaper kiosk displays, and bus shelter advertisements. More than 700 text messages have been received as a response to viewing the campaign. Each text received generated a response reinforcing the campaign and every tenth person to text was given a 0013 t-shirts.

The 0013 media campaign will re-launch in March and April 2011. The website has been live since August 2010 and has 57,548 hits.

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