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