Western Carolina University is involved in an innovative program that seeks to warn college students in a very personal way — with a birthday card — about the dangers of excessive drinking.

The program had its beginnings in a tragic event. In November 1998, a college student named Brad McCue died of alcohol poisoning. It was his 21st birthday, and as is customary at many universities, McCue had gone out with friends to “drink his age.” Altogether, McCue consumed 24 shots in about 1.5 hours. His blood alcohol level reached dangerous proportions, and he stopped breathing.

McCue was not the first college student to die of alcohol poisoning. On average, 50 students die from drinking every year, said Bill Papin, wellness coordinator at Western.

To help prevent additional tragedies, McCue’s parents created the Be Responsible About Drinking (B.R.A.D.) program. The program’s goal is to promote awareness of the signs and symptoms of alcohol poisoning and to instruct students about how to handle the situation should they determine someone has been poisoned.

Western began sending B.R.A.D. cards to its students on their 21st birthdays in January, Papin said. The cards give an overview of McCue’s death and encourage individuals to celebrate responsibly. Enclosed in each card is a wallet-sized, laminated list of facts about alcohol poisoning, as well as step-by-step instructions on how to deal with such a situation. John and Cindy McCue, Brad McCue’s parents, personally sign each card. About 375 cards have been sent to Western students so far, Papin said.

Papin, who makes sure each Western student receives a card just prior to his or her 21st birthday, also includes a short, personal note in each card before it is mailed.

“From the students I have spoken with, it’s the personal touch that makes the difference,” he said. “Without that, I think students would view the cards as an impersonal form letter, and the cards would get thrown out without being read.”

Papin said the cards offer a positive twist on a tragic accident, and noted that they encourage responsibility, as opposed to abstinence.

“While abstaining from the consumption of alcohol certainly is the safest approach, it is simply not a realistic expectation for many students on their 21st birthdays,” he said.

To learn more about the B.R.A.D. organization, to make a donation, or to request a card be sent to someone who is turning 21, go to http://www.brad21.org/index.html or contact Papin at 828.227.3471.