Identifying upstream factors using the community readiness model

Abstract

Purpose – The purpose of this paper is to, with increasing recognition of the importance of upstream factors in individual behavior, provide an example of how the Community Readiness Model (CRM) was used as a tool to understand the barriers within the broader environment to achieving reductions in the use of alcohol by college students and how this resulted in identifying upstream social marketing strategies. Downstream social marketing approaches have been broadly implemented on college campuses to curb alcohol use and binge drinking, with mixed results. Design/methodology/approach – Using the CRM protocol, assessments to measure the community readiness to address issues related to college alcohol use were conducted for each of 12 campuses belonging to a Midwestern state university. Six key informants at each campus were interviewed. Interviews were scored for each of six dimensions, and they were also analyzed for themes. Results were then used in a workshop to develop action plans based on social marketing principles. Findings – All campuses received high scores for the efforts dimension and, to a lesser extent, resources. However, leadership readiness levels varied significantly across campuses, while community climate and knowledge of the issue readiness levels were relatively low. Top leadership and faculty were identified by campuses as specific areas to target using social marketing principles. Originality/value – The CRM is an accessible and inexpensive method for gathering data on upstream factors related to social issues, such as college drinking. It can be used in conjunction with other data gathering tools (e.g. prevalence surveys) to better understand the macroenvironment in which behavior takes place.