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Expect
the Unexpected
Social Marketing Campaign
Research on college campuses (ours
included) indicates that students
misperceive campus norms and attitudes
regarding alcohol and other drugs (as well
as other health and wellness issues such
as smoking and sexual behaviors.) Our
students greatly exaggerate their peers'
alcohol and other drug use--a vital piece
of information because we know that
perceptions often drive behavior.
In response to this phenomenon, we are
giving students accurate feedback about
alcohol and other drug norms in an attempt
to effectively reduce drinking for heavier
drinkers (the minority of our students)
and support the lower-risk behaviors of
moderate and non-drinkers (the majority of
our students). To get our messages across
to students, we are using a social
marketing approach, which uses commercial
advertising techniques to create or change
a specific behavior within a target
audience. (See samples of enclosed
materials.)
The key to the social norms approach is
for the entire campus community to
transmit consistent, accurate messages. We
are excited about faculty members
supporting this effort. The classroom is a
powerful arena for positive social norming
to take place.
-
Most of us
(78%)…eat before and during the time if
we are drinking
-
Most of us
(63%)…keep track of how many drinks we
are consuming
-
Most of us
(93%)… use a designated driver
-
Most of us
(60%)…either don’t drink or have five or
fewer drinks when we socialize
-
Most of us
(77%)…don’t smoke cigarettes
-
Most of us
(80%)… don’t use marijuana
References:
American College Health Association.
American College Health
Association-National College Health
Assessment II: Pennsylvania State
University Altoona Executive Summary
Spring 2009. Baltimore: American
College Health Association; 2009.
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