Abstract:

To examine the College students' consumption of alcohol makes possible to intervene rigorously in failures and also to know the factors that can promote or discourage its use in students. Young people are in an important physical-psychological evolutionary stage and at the same time they are immersed in a changing socio-cultural environment such as the transition from High School to University, to reach full age and to discover a new way of life with new experiences such as alcohol consumption.

This research uses communication strategies to reduce the positive attitude toward alcohol consumption among College students from the center of the Ecuadorian highlands.

A questionnaire was given to 350 students about false beliefs, consumption habits, expectations and attitudes related to alcohol. Previously, half of them made an activity that consisted in creating short stories about alcoholism and its implications in different aspects of life (physical and psychological impact, driving, family issues, academic performance, economy, relationships, etc.).

The results showed how the control group had a higher positive attitude toward alcohol consumption compared with the group that participated in the proposed dynamic.

It is concluded that this strategy can be useful as part of the interventions that should be carried out if we want to relieve these problems and improve health in young people.

Keywords:

Alcohol, expectations, College students, literary, strategy.