|Health Factors:||Alcohol & Drug Use|
|Population Reach:||10-19% of WI's population|
|Impact on Disparities:|
Is this program or policy in use in your community? Tell us about it.
Social norming campaigns provide objective, normative information in order to reduce misperceptions and, ultimately, change behavior (CG-Motor vehicle injury). Campaigns can be implemented in a variety of settings and through a variety of means, including: mail, online, face-to-face, and mass media approaches (Cochrane-Moreiria 2009).
There is mixed evidence about the effects of school-based social norming campaigns on alcohol misuse among university, college, and high school students. Effectiveness varies with the way the intervention is delivered; some types of campaigns have been shown to reduce harmful alcohol consumption, especially in the short-term, and others have no effect, positive or negative, on participants’ drinking behavior (Champion 2013, Cochrane-Moreiria 2009).
Social norming campaigns delivered via web with computer feedback and individual face-to-face interventions can reduce alcohol-related problems and quantity of consumption, and positively affect drinking norms. Effects of these campaigns are strongest in the first three months following participation but can last up to sixteen months, especially for web-based interventions. Mailed and group feedback and social norms marketing campaigns, however, do not appear to change drinking behavior or reduce alcohol-related harms among participants (Cochrane-Moreiria 2009).
Alcohol-related social norming campaigns of all types may be less effective in locations with higher alcohol outlet density (Cochrane-Moreiria 2009).
Hobart and William Smith College is an example of a college that has undertaken an extensive social norming campaign (AEP).
* Journal subscription may be required for access.