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Helping Students Stay In The Hoozone
Event Encourages Responsible Drinking Among U.Va. Students

March 11, 2004 --

WHAT: hooZone

WHEN: Thursday, March 25, 2004, 6 to 8 p.m.

WHERE: Newcomb Plaza

The Office of Health Promotion in the Department of Student Health at the University of Virginia has announced the launch of hooZone, a new campaign to promote alcohol awareness and understanding of blood alcohol concentration (BAC) among U.Va. students.

During hooZone, held March 25, 2004, from 6 to 8 p.m. in Newcomb Plaza, students can pick up a BAC card and other information on alcohol consumption, while also enjoying “mocktails” and music performed by three U.Va. a cappella groups: Ektal, the Academical Village People, and O’Tones. Local restaurants, including Mellow Mushroom, The College Inn, Ben & Jerry’s, Milan, Big Jim’s BBQ and Amigos, have agreed to donate food for the event.

“The aim of hooZone is to create an event where students will have fun, while becoming more aware of the effects alcohol may have on them,” said Jackie Kendrick, social norms marketing assistant for the Office of Health Promotion.

The ultimate goal of hooZone is for every student at U.Va. to receive and use specially designed, wallet-sized cards to stay in the “blue zone” with respect to blood alcohol concentration. As defined on the card, BAC is expressed as the percentage of alcohol in deciliters of blood and is measured in percentages. For instance, having a BAC of 0.10 percent means that a person has 1 part alcohol per 1,000 parts blood in the body.

The three zones described on the BAC card are Blue (0.02-0.05 BAC), Orange (0.06-0.24 BAC), and Red (0.25+ BAC). Recent survey results indicate that when U.Va. students drink, they have an average BAC of 0.07.

“The cards are fun and very easy to use. With the help of students, we’ve developed a great campaign to increase alcohol awareness and hopefully help keep students safe,” said Layla Lee O’Leary, research assistant for social norms marketing. OHP plans to continue to promote alcohol awareness by making hooZone and the BAC campaign an annual event.

To encourage students to carry the BAC card, student employees of the Office of Health Promotion will be stopping students on-Grounds to check for the card. If students have the card, they each will receive $5 cash on the spot.

In addition to the hooZone event, students can obtain BAC cards at various locations on and off-Grounds, including dining halls, fitness centers, libraries, Student Health and participating merchants on the Corner.

Contact: Dave Wolcott, (434) 924-7803

FOR ADDITIONAL INFORMATION: Contact the Office of University Relations at (434) 924-7116. Television reporters should contact the TV News Office at (434) 924-7550.

SOURCE: U.Va. News Services


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