Evanston Township High School New image

Strength in Numbers

Project Description

Evanston Township High School has approximately 3,033 students (2000-2001 enrollment figures) and 313 teachers and administrators. In April, 2001, Evanston Township High School (ETHS), in collaboration with the Evanston Substance Abuse Prevention Council, began a social norms marketing campaign targeted primarily at reducing the use of alcohol and tobacco among ETHS students.

Project Funding Sources

  • The Chicago Community Trust (FY03 and FY04)
  • The Evanston Community Foundation (FY02)
  • Illinois Tobacco-Free Communities Evanston Health Department Grant (FY02 and FY03)
  • The Illinois Department of Human Services (Staff support)
  • The Rotary Club of Evanston Lighthouse (FY02 and FY03)
  • First Congregational Church of Evanston (FY03)
In addition, 17 Evanston business have generously provided in-kind support to this project.

Project Objectives

The Strength in Numbers project objectives are to:

  • Increase accurate perceptions among ETHS students, school staff, parents and other community members about the percentage of ETHS students who are not using tobacco and alcohol.
  • Increase non-use of tobacco and alcohol among ETHS students.
  • Increase positive, healthy behaviors among ETHS students.
  • Increase the reinforcement of positive, health behaviors by parents and school staff.

The Strength in Numbers project goals are to:

  • Achieve a 3-7% increase in reported non-use of alcohol and tobacco by ETHS students after the first year of the campaign.
  • Achieve a 20% increase in the reported non-use of alcohol and tobacco by ETHS students after year 5 of the campaign.

Baseline Data

Baseline data collected from ETHS students (n = 2,010) in May 2001 indicate that:
  • 83% of ETHS students do not smoke cigarettes, but ETHS students perceive that only 15% of their high school peers do not smoke.
  • 53% of ETHS choose not to consume alcohol, but ETHS students perceive that only 8% of their high school peers do not drink.
Other baseline survey results include:
  • 72% of ETHS students choose options other than drinking when they hang out with their friends.
  • 95% of ETHS students have never used smokeless tobacco.
  • 71% of ETHS students choose not to smoke marijuana.
  • 73% of ETHS students have never smoked cigarettes.
Other important findings includes:
  • School is the most widely used and most believable source of alcohol, tobacco and other drug information for ETHS students.
  • Parents are the 2nd most believable source of ATOD information.

Primary Normative Messages

(To view an example of the ETHS media, click on one of the following.
Note: files are in pdf format.)

Marketing Methods Employed

The marketing methods employed by the Evanston Social Norms campaign include:
  • Posters
  • Flyers
  • Mailers
  • Community Presentations
  • Print/visual advertising
  • Radio
  • Promotional items (magnets, pens, water bottles, key chains, stress balls, screen savers)

Evanston Township High School students are of course the primary target audience for the normative messages. Additionally, ETHS parents, community members (n = 60,086) and middle school students have been identified as secondary target audiences for related normative messages.

For a comprehensive description of the Evanston Social Norms Marketing Campaign's program components, see its Marketing Plan, Year 1 (January 2001 through June 2002).

Click here for a PDF version of the the Evanston Social Norms Marketing Campaign's Marketing Plan, Year 1 (Fiscal Year 2002).

Click here for a PDF version of the the Evanston Social Norms Marketing Campaign's Marketing Plan, Year 2 (Fiscal Year 2003).

For a copy of the campaign brochure, see: The Evanston Social Norms Marketing Campaign: Strength in Numbers - Preventing Alcohol and Tobacco Use Among Evanston Teens

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.

Project Coordinator

Sara Christensen
Peer Services, Inc.
906 Davis Street
Evanston, Illinois 60201
(847) 492-1778
[email protected]

Further Information

For further information see The Peer Services, Inc. Strength in Numbers web page. Contents of this site include a description of the concept of social norms marketing, as well as information about the Strength in Numbers campaign's objectives, marketing strategies, survey results, marketing materials, and funding.

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National Social Norms Resource Center
www.socialnorm.org