BACCHUS and CDC Tobacco Social Norms Project

 

Project Description

The Bacchus and Gamma Peer Education Network and the Centers for Disease Control (CDC), in collaboration with 7 participating colleges and universities, are using the Montana 7-step social norm marketing model (Linkenbach and D'Atri, 1998) to development, implement and assess multiple interventions targeting tobacco use by college students. This five-year project is now in its second year.

Funding Source

Centers for Disease Control (CDC) - Office of Smoking and Health

Participating Institutions

Initial group:
  • Oswego State University
  • University of Maryland - College Park
  • University of North Carolina - Asheville
  • Gustavus Adolphus College
Three additional sites have been added:
  • Bowie State University
  • University of Texas - Pan-American
  • University of Hawaii - Manoa

Project Objective

To prevent or reduce tobacco use among college students in the participating institutions.

Baseline Data

Using the Bacchus tobacco survey, baseline data about smoking-related issues has been collected at the first group of 4 participating institutions.

Primary Normative Messages

Campaign Theme: "People are a lot like you."

There are three different target groups for normative messages:

1. Non-smokers
Example: "Most UMPC students choose not to smoke. 73% choose not to smoke cigarettes. 87% choose not to smoke cigars. Most UMPC students don't smoke. And most non-smokers are proud of it."

2. Smokers
Example: "If you smoke, your friends at TCU want to tell you something. Most of us aren't smoking - 72% choose not to smoke. We will help if you want to quit - 62% would support friends who wanted to quit. Most TCU students don't smoke. Of course, there's always room for a few more. If you want to quit, we can help."

3. Social Smokers
Example: "If you consider yourself a social smoker….76% of students don't consider 'because I was drinking a reason to smoke. 74% of students prefer to socialize in a smoke-free environment. 83% of students said 'all things being equal, they would rather date a non-smoker. Most UNCA students don't smoke, even socially. If you want to be social, join most of us who choose to be smoke free. There's always room for a few more."

Marketing Methods Employed

1st and 2nd generation messages: posters.
2nd generation messages: highlighter pens, pieces of candy, ads.

Evaluation

Assessment of the campaigns' effectiveness will be based on multiyear comparisons of pretest and posttest responses to the Bacchus Tobacco Survey.

Project Director

Jan L. Gascoigne, Ph.D., CHES
Director of Health Promotions
The BACCHUS & GAMMA Peer Education Network
P.O. Box 100430
Denver, Colorado 80250-0430
(303) 871-0901
(303) 871-0907 Fax
www.bacchusgamma.org

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