DeKalb County Partnership: DCP Safe

14% Reduction over 2 Years

Project Description

In 1998, DeKalb County (IL), in partnership with the local DeKalb and Sycamore high schools, began an intervention using the social norms approach. Although ultimately targeted at DeKalb and Sycamore high school students, this intervention features three interrelated normative message campaigns aimed at: 1) Students, 2) Parents, and 3) Teachers.

Project Funding Source

Funded by the Illinois Department of Human Services Communities CAN! Program, through a state Incentive Grant from the Federal Center for Substance Abuse Prevention (CSAP).

Project Objective

To increase the number of students who do not use alcohol.

Baseline Data

The baseline survey revealed the following:

  • 72% of sophomores do not drink 5 or more drinks in one sitting during the past two weeks.
  • 55% of students have chosen to be alcohol free during the last 30 days.
  • 70% of students choose not to be drunk during the last 30 days.
  • 80% of students choose to be alcohol free at parties.

In addition, various misperceptions were identified:

  • Students thought that 94% of their peers had chosen to drink 5 or more drinks in one sitting during the past two weeks.
  • Students thought that 99% of their peers had used alcohol during the past 30 days.
  • Students thought that most of their peers had gotten drunk during the last month.

Marketing Methods Employed and Primary Normative Messages

DCP/SAFE's marketing tools include:
  • Newspaper ads
  • Posters
  • Flyers
  • Postcards
  • Radio ads
  • Television ads
  • Brochures
  • Presentations
A number of basic messages have been developed based on the data, then crafted so as to explicitly refer to the school in which they appear. Posters bearing these messages are displayed throughout the high schools, with a new message and image appearing monthly. The basic normative messages targeted at students include:

(Click on any linked item to view the poster.)

Baseline data revealed that students ranked their parents second only to health authorities as a believable source for information about alcohol. Accordingly, a simultaneous normative message campaign was developed targeting parents. Examples of these message include:

Here are two examples of ads that were placed in local papers that were identified as valuable media channels to reach parents:

  • Dear Mom and Dad, We believe the information you share with us about alocohol...
  • Remember when you were his superhero... You still are! And he believe the FACTS you share with him...

    Postcards and letters with normative messages are mailed to DeKalb and Sycamore high school students and to their parents. Here are examples of two postcards that were mailed to students:

    Coalition volunteers also display posters in locations that adults frequent throughout the community, including: banks, dry cleaners, bookstores, churches, police departments, day care centers, libraries, and various workplaces. In addition, messages encouraging the community to "Share the Truth" that most Sycamore and Dekalb students don't drink alcohol saturate the community via billboards, as well as radio and television advertisements.

    In addition to seeing the posters displayed in the schools, teachers received occasional postcards and brochures bearing normative information; these were placed in their staff mailboxes.

    Measures of Message Diffusion 1999-2001: Students Report ...

    • 15% increase in hearing positive messages about the non-use of alcohol and tobacco from their parents.
    • 19% increase in hearing positive non-use of alcohol and tobacco messages from their peers.
    • 11% increase in hearing positive non-use of alcohol and tobacco messages from other adults.
    • 17% increase in hearing positive non-use of alcohol and tobacco messages from siblings.

    Evaluation

    One notable aspect of this intervention is that the Center for Prevention Research and Development was contracted by the Illinois Department of Human Services to independently evaluate its effectiveness. Data for evaluation has been collected using self-report surveys, as well as perception of youth use survey administered to teachers, staff and parents.

    Note: The Illinois Department of Human Services required that evaluation results be based on pre- and post-test measures among 10th graders (i.e., high school sophomores) only.

    Project Results

    Pre- to post-test surveys (1999 to 2001) at the combined schools have shown:
    • 14% reduction in the incidence of heavy episodic alcohol consumption (i.e., 5 or more drinks in a row during the past two weeks)
    • 30% reduction in the 30-day prevalence of alcohol use
    • 10% reduction in perceived percentage of peers who get drunk all or most of the time

    Project Staff

    Project Consultant:
    Michael Haines
    Director, National Social Norms Resource Center
    Social Science Research Institute
    148 N. 3rd Street
    DeKalb, IL 60115
    Tel 815.753.9745
    [email protected]

    Project Director
    Lydia Gerzel Short
    DCP/SAFE
    12 Health Services Drive
    DeKalb, IL 60115
    Tel 815.756.4875

    Further Information

    "The Social Norms Approach to Community Prevention of Alcohol, Tobacco and Other Drug Abuse."
    Contains a summary description of the DCP/SAFE Social Norms Campaign, evaluative data, and sample media.

    See also:
    Haines, M., G. Barker and R. Rice, "Using Social Norms To Reduce Alcohol And Tobacco Use in Two Midwestern High Schools," (2003) in The Social Norms Approach To Preventing School And College Age Substance Abuse: A Handbook For Educators, Counselors, And Clinicians, Ed. H. Wesley Perkins. San Francisco: Jossey-Bass.

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    The National Social Norms Resource Center
    www.socialnorm.org