University of Denver
U R DUProject Description
The University of Denver (DU) enrolls approximately 9,360 students in its undergraduate, graduate and professional programs.In the fall of 1999, DU was named as the subject school in a 3 year, $375,000 grant funded by the federal Center for Substance Abuse Prevention (CSAP) through the Colorado Department of Human Services' Alcohol and Drug Abuse Division (ADAD). University of Denver sociologist, Robert Granfield, is conducting the research for the project, and the University of Denver Wellness Department along with The BACCHUS and GAMMA National Peer Education Network are conducting the development and implementation of the campaign.
Dr. Robert Granfield conducted the initial research on DU students' use of alcohol and their perception of general student use via the CORE Alcohol and Drug Survey and Campus Survey of Alcohol and Other Drug Norms, in February of 2000. Statistics taken from the research have subsequently been applied to the posters for the social norms marketing campaign, which also feature photos of DU students.
The campaign will be implemented in stages throughout fall quarter 2000. Follow-up surveys will be administered during the winter quarter of 2001. Once the follow-up data has been compiled and analyzed, the DU Stakeholders Committee will create new materials for fall quarter, 2001. The goal of the grant project is to reduce high-risk alcohol use at DU by presenting the actual norms of alcohol use on the DU campus. The project will continue through the 2001-2002 academic year.
The University of Denver is the test school; Colorado College is the control school.
Project Funding Source
Center for Substance Abuse Prevention (CSAP)Project Objective
The primary goal of the project is to inform students that the majority of their peers are making responsible decisions when it comes to alcohol. The objective is to reduce high-risk alcohol use at DU by presenting the actual norms of alcohol use on the DU campus.Baseline Data
Baseline data have been derived from the administration of the CORE Alcohol and Drug Survey.Statistics (for 2000-2001 Academic Year)
- Most DU students (64%) have zero – 5 drinks per week
- Most DU students drink moderately or not at all. 66% of DU students use alcohol 1 time or less per week
- Most DU students (89%) have not damaged property due to drinking or drug use
Second survey administered in February 2001.
- 439 students from 20 randomly selected classes across campus (Monday through Friday, all times of day) were surveyed
- 40.4% of surveyed students were male, 59.6% were female (similar to overall DU numbers)
- 32.6% were first-year students
- 31.4% were sophomores
- 22.6% were juniors
- 13.4% were seniors
- American Indian-- .2%
- Hispanic-- 5.5%
- Asian-- 7.1%
- White-- 79.8%
- Black-- 1.0%
- Other-- 6.4%
Primary Normative Messages
- Most DU students (64%) have zero – 5 drinks per week
- Most DU students drink moderately or not at all. 66% of DU students use alcohol 1 time or less per week
- Most DU students (66%) drink alcohol only once per week or less
- Most DU students (89%) have not damaged property due to drinking or drug use
Marketing Methods Employed
Posters and table tents.Project Director
Robert Granfield, Ph.D.University of Denver
Sociology Department
2000 E. Asbury Avenue
Sturm Hall 432
Tel 303.871.2066
Email [email protected]
Further Information
U R DUContents of this site include:
- A Brief Look at Social Norms Marketing
History, Social Norms vs. Traditional Strategies, Social Norms Theory, and contact information for project personnel - Posters (4) for the 2000-2001 campaign
- "How Perceptions Can Get Skewed"
An illustration of how perceptions can be easily altered to reflect a non-truth. - Virtual Focus Group
An on-line survey that invites student comments on posters proposed for the 2001-2002 campaign.