Social Norms Marketing to Reduce AOD Use

Correcting Students' Perceptions about Peer Alcohol and Drug Use

Apr 2, 2009

Social Norms Marketing is a drug and alcohol prevention strategy that aims to correct perceived norms about students' problem behaviors.

Traditional drug and alcohol prevention efforts largely focus on educating students about the potential dangers of the identified problem behavior. These methods are not always effective: the peer pressure students feel to engage in these behaviors may be stronger than their fear of negative consequences. Social Norms Marketing does the opposite: it focuses on highlighting the fact that a majority of students do not engage in a given behavior and uses the resulting peer pressure to encourage other kids to rethink their choices.

Implementing Social Norms Marketing

First, a survey is done within the target population to determine the level of students’ alcohol and other drug (AOD) use, as well as their perception of other students’ use. A Social Norms Marketing Campaign is then created that promotes healthy behavior, presents accurate and nonjudgmental information about students’ AOD use, and is designed and placed in a way that will appeal to students. Messages such as “72% of College X students have three or fewer drinks per week,” are simple, yet effective. Campaigns use a variety of strategies to promote their Social Norms message, including print and electronic media, billboards, prizes and giveaways, student activities, and promotional materials.

The Effectiveness of Social Norms Marketing

Colleges and high schools that have implemented the Social Norms Marketing approach have seen dramatic declines in student AOD use. Schools such as University of North Carolina, Georgetown University, University of Virginia, and Florida State University, for example, have designed creative campaigns using this model and have seen great results. Hobart and William Smith Colleges, for example, documents a 40% decrease in heavy episodic alcohol consumption over a five year period of utilizing Social Norms Marketing strategies (National Social Norms Institute, 2009).

Other Applications for Social Norms Marketing

The National Social Norms Institute at the University of Virginia is currently studying ways to apply the Social Norms Marketing principles to address concerns about other types of problem behavior. DWI prevention, increasing seat belt use, tobacco use prevention, sexual assault prevention, pregnancy prevention, and increasing academic success are initiatives that are currently underway using this model.

Social Norms Marketing is an exciting, fresh approach to prevention that aims to correct students’ inaccurate perceptions about problem behavior in their peer group. It has been successful in reducing AOD use among college students, and its use is now being broadened to address a variety of other behavioral and health concerns, as well.

The copyright of the article Social Norms Marketing to Reduce AOD Use in At-Risk Youth Support is owned by Susan Carney. Permission to republish Social Norms Marketing to Reduce AOD Use in print or online must be granted by the author in writing.