By Jalen Davey MCM’26, Program Assistant, Center for Communication and Health Issues (CHI), Rutgers School of Communication and Information

What if a free cup of coffee could start a conversation about Collegiate Recovery that changes a Rutgers student’s life?

This past fall, The Vicious Cycle campaign made waves on campus, bringing recovery resources and support for Collegiate Recovery into the heart of student life. The Vicious Cycle, a collaboration between the School of Communication and Information’s Center for Communication and Health Issues (CHI) and the Rutgers Alcohol & Other Drug Assistance Program (ADAP), is a campaign on wheels that aims to share information about Collegiate Recovery support and services at Rutgers to students by handing out free coffee in an unexpected way (via a coffee bike) and in unexpected places (such as pop-up events) across the New Brunswick campus.

Staffed by CHI peer educators and undergraduates taking Professor Lea Stewart’s Media, Marketing, and Communication (MMC) class, The Vicious Cycle was created to help reduce the stigma surrounding substance use disorders and help connect Rutgers students to vital recovery resources and harm reduction strategies, including the availability of free Narcan across all Rutgers campuses.

By grabbing a cold brew coffee (and sometimes hot chocolate for their caffeine-free friends) via a specially equipped bicycle, students can connect with campaign members, ask questions, and learn more about Collegiate Recovery at Rutgers in a relaxed, informal setting.

The campaign was launched in April 2024 and continued its work during the fall 2024 semester offering students a space to learn about recovery, allyship, and the supportive recovery resources available through ADAP. The Vicious Cycle hosted community-building pop-up events, and its attended large university student events such as the 2024 Homecoming Charity Bed Races. Peer educators and staff plan to expand their reach even further in spring 2025.

"The Department of Communication has been a leader in providing meaningful experiential learning opportunities for students. Having students work on The Vicious Cycle Campaign continues this tradition of innovative pedagogy," said Stewart, CHI’s director.

Students involved in the campaign have also been instrumental in providing education and informal training about Narcan at these events. The campaign actively works to address stigma both in-person and online, emphasizing the importance of reshaping how substance use disorders and recovery are perceived and discussed on campus.

Highlights from Fall 2024: Engagement and Awareness in Action

During the fall 2024 semester, CHI’s Independent Study students, the peer educators who are the heart of The Vicious Cycle campaign, hosted five pop-up events related to Collegiate Recovery between October and December 2024. These events attracted over 300 students and provided an opportunity for The Vicious Cycle’s peer educators to distribute more than 100 boxes of Narcan to Rutgers students.

The Vicious Cycle was created to help reduce the stigma surrounding substance use disorders and help connect Rutgers students to vital recovery resources and harm reduction strategies, including the availability of free Narcan across all Rutgers campuses.

One of the most notable events took place on October 3rd at Voorhees Mall, where a Mean Girls-themed event encouraged student engagement. Students used this theme to promote “purple” as the color of recovery, changing the famous movie quote from “on Wednesdays, we wear pink” to “on Thursdays, we wear purple.” At this event alone, 100 cups of coffee and 30 boxes of Narcan were distributed. Seventeen new students followed us on Instagram to join the campaign on its journey.

“As their teacher, watching students who do not identify as being in recovery connect with these messages on a deep level and feel comfortable enough to start these conversations is very rewarding,” said Marley Doring, Program Coordinator for CHI.

The Vicious Cycle’s peer educators have been conducting interviews with friends and other students, gathering insights on their perceptions of recovery, substance use, and student life. These student conversations are integral to The Vicious Cycle’s approach to awareness, helping to shape future dialogue and events based on the real concerns and needs of the student body. Our Instagram account (@theviciouscycle_ru), run by peer educators, reinforces our campaign messages through these interview videos, taking advantage of online trends, and other educational graphics.

In addition to the work done by the student peer educators, students from SC&I Professor Lea Stewart’s Media, Marketing, and Communication (MMC) course have been working alongside Program Coordinator, Marley Doring, to contribute their ideas to the campaign.

During the night of the Homecoming Charity Bed Races, the MMC class brought The Vicious Cycle's message to hundreds of students by speaking with the teams waiting to race. Students from the MMC course created various promotional posters to showcase The Vicious Cycle’s message, and reinforced it through various “Street Interviews,” a popular video trend on TikTok.

To end the semester, students from MMC used their final project to present innovative future marketing ideas. These presentations included strategies to increase visibility on social media, such as leveraging interactive posts, creating targeted video content, and designing graphics to educate students about recovery resources and reduce stigma.

Looking Ahead: A Vision for Spring 2025

The campaign shows no signs of slowing down as the CHI team enters the spring semester. Plans include more pop-up events, themed discussions about wellness and resilience, and expanded social media engagement through attractive posts, educational videos, and new interactive elements to bring in fresh perspectives. Furthermore, the campaign anticipates making appearances at large-scale events like the #COMMchella Music Festival and Rutgers Day, where it will continue to share resources and foster conversations around Collegiate Recovery.

To stay updated on The Vicious Cycle’s events and activities, students can follow the campaign on Instagram (@theviciouscycle_ru), where updates, videos, and event announcements are posted regularly. By continuing to meet students where they are—whether at pop-up events or online—The Vicious Cycle is creating a healthier, more supportive campus community at Rutgers. 

Photos: Courtesy of Marley Doring