Kansas Campus Social Norms Media Campaign to Reduce Alcohol-Related Health Risks to College Students

 

Project Description

This is a multi-site social norm intervention designed to implement the Northern Illinois University (NIU) Model of social marketing at four university campuses in Kansas:
  • Kansas State University (KSU)
  • The University of Kansas (KU)
  • Fort Hays State University (FHSU)
  • Emporia State University

Funding Source

This multi-site project is totally funded through 2003 by a grant from the Kansas Health Foundation.

Project Objective

The purpose of this campaign is to inform students about the actual drinking behavior of their peers through clear and consistent normative messages so that their behavior is based on fact and not inaccurate perceptions. The goal is to reduce the incidence of alcohol-related negative consequences.

Baseline Data

The source of the data is an anonymous and voluntary survey administered in 1999 in classrooms to a sample of 4,500 students at the four institutions. The same survey instrument was used and administered at the same time at each university. Survey results at all four institutions reveal a discrepancy between what students report about their own drinking behavior and what they perceive to be the norm.

To take one university as an example: 61% of KSU students report that they actually have 5 or fewer drinks when they party. However, only 31% of them believe that most other KSU students have 5 or fewer drinks when they party. The amount of alcohol students report they actually drink is considerably lower than the amount they believe most KSU students are drinking. Also, when asked, "How many nights do you usually party?," most students (54%) report they party 0 or 1 nights per week, whereas they believe that most KSU students are partying 3 or 4 nights per week. Thus, the majority of students report that they party considerably less frequently than what they believe is the norm. These results indicate that most Kansas State students drink moderately, if at all.

Primary Social Norm Messages

The same normative messages are being used as a template at all four institutions. They are:
  • "Most [institution's name] students have 5 or fewer drinks when they party."
  • "Most [institution's name] students have 0 to 5 drinks when they party."
  • "Most [institution's name] students drink moderately if at all."

Marketing Methods Employed

Ads in media, posters, assorted paraphernalia (e.g., mugs, footballs, etc.)

Project Coordinator

Doug Newton, M.S.
Project Wellness Coordinator
232 Lafene Health Center
Kansas State University
Manhattan, KS 66506-3301
Tel 785.532.6927
Email [email protected]

Further Information

Project Wellness of Kansas State University (KSU)

Contents of this site include:

  • Project Information: About KSU Project Wellness
    Includes: How the Media Campaign Works; Where Project Wellness Gets the Facts Used in the Ads; What the Survey Reveals About Drinking Norms at KSU; References
  • Social Norms Theory: A Wellness Model for Health Promotion
    A concise description of social norms theory which points out that "whereas [traditional] methods exaggerate harm and contribute to the inaccurate perception that heavy and problem drinking is normal, social norms media campaigns characterize students as models of behavior."
  • Survey Summary Information: 1999 Spring Survey Data
    Includes: Alcohol Consumption and Partying Behavior; Protective Alcohol Use Behaviors; Non-Alcohol Fun; Data Regarding the Low Incidence of Alcohol-related Harm
  • Ads in the Media
    Includes 14 thumbnail images of normative messages in use at KSU

The Wellness Campaign of the University of Kansas (KU)

Contents of this site include:

  • The Social Norms Media Campaign: The Wellness Campaign at the University of Kansas
    A brief description of this project which was initiated in 1999
  • The Social Norms Approach: Past Successes
    Mention of the social norms campaigns at Northern Illinois University and the University of Arizona
  • KU's Social Norms Media Project
    A description of survey results, the development of media (newspaper ads, posters, bus signs, plastic mugs, and the poster incentive project)
  • The Wellness Campaign at a Glance
    Includes a discussion of the campaign's core philosophy and message, and the source of funding for the campaign
  • KU Students Say
    An excellent summary of normative data gathered from a representative cross-section of 1,600 students
  • Six normative ads from the KU Social Norms Media Project
  • Contact information for the KU Project Facilitator
http://www.socialnorms.wichita.edu
This site contains information on the theoretical basis of the general Kansas Campus Social Norms Media Campaign, selected media images (password protected), statistics from surveys, and links to relevant sites.

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