Social Norms In Pennsylvania A review of what is happening Across the Commonwealth.

Social Norms In Pennsylvania

A review of what is happening

Across the Commonwealth

Progress in reducing underage and excessive student drinking can be made

when colleges and universities can:

•Assess their problems realistically

•Adopt research-based strategies to confront them

•Adjust program activities to meet institution-specific needs

•Define outcomes for drinking programs that reflect desired changes and can be measured

Tier 3 of the NIAAA Report

• Conducting marketing campaigns to correct student misperceptions of alcohol use

So What is Social Norming

Social Norming Is:

Basic idea of turning misperceptions, especially by first year students, related to high risk drinking that is engaged in by other students at the institution. This is done by using campus based media about true levels of consumption.

Just the Facts

School needs to have accurate, latest data on drinking by students

Achieved by surveying, reports from agencies such as law enforcement, hospitals, residence hall directors, etc.

CORE Institute, Health Surveys, Home grown surveys

Got Data….Now What?

Review the data with school officials who can assist you with campaign….Vice Presidents, Counselors, Deans, etc.

Upon approval share components with student focus groups to get their reactions to data

Develop effective campaigns

Effective Campaigns

Utilize a 51% or more base of students…recommend not less than 54% example: 58% drink 4 fewer or none at all.Utilize pictures from local campus/area if possibleK.I.S.S. Principle should applySite the data source….Source: CORE Survey, Fall 2003

Social Norming Examples

Social Norming at Rutgers

Social Norming At Arizona

Hobart & William Smith College Progressive Social Norms

Indiana University of PA Pink Flamingo Campaign

Bloomsburg University

Has reduced average # of drinks consumed by males from 9.2 per week to 6.4 per week

When combining male/female average drinks consumed per week is under 6 – messages indicate this.

Utilize off campus printing donated for social norming campaign.

Mansfield University

Graduate Students conducted focus groups to evaluate campaignUtilized a Mansfield specific survey instrument.¼ of students believed alcohol policies enforced – only 5% drink in residence hallsResult: Current policies, perceived not enforced, still deter drinking on campus


25% of students do not drinkOf remaining 75% only 19% stated drinking to getting drunkMessage was initially met with great skepticism (61% of MU upperclassmen consume 0-4 drinks per week)Repeated exposure to message gained it acceptance


Wording is critical to successful campaign

“in a sitting”, “who party”, “drink responsibly” were said to have needed definition.

Positioning of lines also came into question If text is difficult to follow it will not be read.

Franklin and Marshall

Utilized the Blues Brothers stopping

students on campus and asking about the

facts on the campaign – correct

answer was rewarded with

prizes.

Other Schools

Penn State Altoona “Expect the Unexpected” Social Norms Campaign

Kutztown University

Villanova University

PLCB Social Norms Project

Resources

Higher Education Center

www.edc.org/hec

Questions??

Kenneth HealyPA Liquor Control Board

[email protected]

Social Norms In Pennsylvania A review of what is happening Across the Commonwealth.

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