CAPE is based on the premise that students can be encouraged to drink lower alcohol content beverages by providing a monetary incentive, i.e., that beer be priced according to alcohol content. Ads are placed in student newspapers to promote and reinforce appropriate behavior messages initially presented in a booklet sent out by universities. CAPE was evaluated to determine whether the approach had some impact on the drinking practices of students. Evaluation results reinforced the view that the university plays a role in the use of alcohol by students and that this role can be positive if specific steps are followed and certain program features incorporated. Student opposition to CAPE, however, has been extremely vocal. Although most students appear to adore the program, others have lobbied against it, maintaining that CAPE undermines the independence of student organizations and tends to treat students in a demeaning manner. Despite objections, CAPE goals have been endorsed by all university presidents in Ontario. 1 reference