Social Norms Theory
Background Information
A social norms campaign entitled 3/5 of “U” was launched in 2001-2002 as a part of Southern New Hampshire University's substance abuse prevention strategies. This strategy is centered on a theory that by reducing the misperceptions that exist regarding a behavior, one can impact actual behavior. In this case, by focusing on positive majority behavior and by reducing the myths that exist on our campus regarding alcohol and tobacco use, we can have a direct impact on how much people use and frequency of that use. In general, it is a case of “telling the students the truth” about what their peers are doing that is positive, low-risk and normative.
Campaign Strategy for 2008-2009
The Social Norms campaign continued with the messages developed in the 2003-2004 year, with changes in slogans to illustrate changes in data. The 8 messages focused on messages pertaining to alcohol use and negative consequences of use as well as marijuana use, Campaign materials included posters, life size cutouts, newspaper ads, radio spots, and pens. In addition, the messages appeared in the Campus Weekly, the Observer and are included on the SNHU carousel
Presentations were held during Orientation for all incoming students teaching them about Social Norms Theory and presenting the 2007 data. The Survey was again administered in the spring of 2009.
Survey Findings
A survey to measure impact on behavior and attitude was conducted via an on line survey instrument in March of 2009. A total of 775 surveys were completed of 1863 that were distributed. This is a 41.5%response rate. Demographically the returned surveys mirrored the SNHU student population in age, class, and residential status. There was a small overrepresentation of women and students with higher GPA's.
The following are some of the results of this survey:The majority of students (64.4%) report “partying” 1 or fewer nights per week, which is a decrease in frequency from 54.4% in 2003.
The majority of students (52.2%) report having 4 or fewer drinks when they “party” as compared to 2003 data in which the majority of students reported 6 or fewer.
Binge drinking rates have fallen by 10% since the campaign started.
The number of students reporting they don't smoke has risen 15% since the campaign started.
The number of students reporting marijuana use has fallen 17.9% since the campaign started.
Students report fewer consequences in 22 of 23 categories as compared to data collected in 2001
A social norms campaign entitled 3/5 of “U” was launched in 2001-2002 as a part of Southern New Hampshire University's substance abuse prevention strategies. This strategy is centered on a theory that by reducing the misperceptions that exist regarding a behavior, one can impact actual behavior. In this case, by focusing on positive majority behavior and by reducing the myths that exist on our campus regarding alcohol and tobacco use, we can have a direct impact on how much people use and frequency of that use. In general, it is a case of “telling the students the truth” about what their peers are doing that is positive, low-risk and normative.
Campaign Strategy for 2008-2009
The Social Norms campaign continued with the messages developed in the 2003-2004 year, with changes in slogans to illustrate changes in data. The 8 messages focused on messages pertaining to alcohol use and negative consequences of use as well as marijuana use, Campaign materials included posters, life size cutouts, newspaper ads, radio spots, and pens. In addition, the messages appeared in the Campus Weekly, the Observer and are included on the SNHU carousel
Presentations were held during Orientation for all incoming students teaching them about Social Norms Theory and presenting the 2007 data. The Survey was again administered in the spring of 2009.
Survey Findings
A survey to measure impact on behavior and attitude was conducted via an on line survey instrument in March of 2009. A total of 775 surveys were completed of 1863 that were distributed. This is a 41.5%response rate. Demographically the returned surveys mirrored the SNHU student population in age, class, and residential status. There was a small overrepresentation of women and students with higher GPA's.
The following are some of the results of this survey: