For the events staff at the University of Oregon, the 2005 football season was marred by an incident during the USC game, when drunken Ducks fans had to be dragged out of the stadium in handcuffs. So before the start of the 2006 season, the athletic department put several new policies into place to avoid a repeat performance.

First, Oregon rewrote its alcohol policy for Autzen Stadium, limiting consumption to controlled areas within the building and prohibiting all alcohol in the stands. "When people are found with alcohol, they are immediately escorted out," says Events Manager Vicki Strand.

Second, department marketers worked with an outside agency to develop a light-hearted "Code of ConDUCKt" ad campaign, which emphasized good fan behavior by placing duck footprints around the stadium with punning messages like "No fowl language" and "Ducks aren't boobirds." At the same time, the student agency on campus, Allen Hall Advertising, developed a campaign targeting students, with print ads of a duck and a human behind a shower curtain and the tag line "Keep it clean."

Third, working with the Eugene Police Department, events managers created an NFL-style telephone "ConDUCKt Hotline" for fans to report gameday incidents. When someone calls the hotline number, which is posted on the scoreboard, a phone rings in the stadium operations booth. An operator asks the caller for the location of the incident and quickly dispatches security or medical personnel to the section.

The results? "The number of serious incidents decreased significantly," says Strand. "Knowing that anyone can make a quick call to security helps deter some of the behavior we've seen in the past.

"Also, the Code of ConDUCKt has helped clarify the expectations we have of our fans," she continues. "Do I have concrete proof it's helping? Not yet. But our fans know clearly how we'll respond if the code isn't being followed. There have been none of the big incidents we had last year, and that is a very good thing."