Michigan State University

Just the Facts

Project Description

Michigan State University has a total enrollment of approximately 43,000 undergraduate, graduate and professional students. In 1999 it began a social norm campaign in order to shift the perception of campus alcohol use closer to the actual campus norm. Two target audiences were identified: a perception audience composed of the entire MSU community (students, faculty, staff, alumni and community) and a behavior audience composed of incoming and present freshmen.

Project Objective

Several measurable multi-year objectives were identified:
  • Decrease in the number of students who misperceive the actual campus norm
  • Reduction in the annual percentage and frequency of students who report heavy episodic alcohol consumption
  • Decrease in the percentage of MSU students who annually experience serious consequences as a result of alcohol use (e.g., sexual assault, arguments/fights, etc.)

Baseline Data

Baseline data was initially based on the administration of the Core survey to a random sample of students living in residence halls, off-campus and in university apartment. Survey results reveal a misperception of the frequency and intensity of alcohol use by MSU students that could result in a false and misleading norm. A significant finding is that over 50% of the MSU student body drinks little or nothing during an average week. Subsequent data collection at this site has relied heavily on the administration of the National College Health Assessment survey.

Primary Normative Message

Spring 2000: "Most MSU students have 5 or fewer drinks per week."
Fall 2001: "Most MSU students make Healthy Choices."

Marketing Methods Employed

Posters, website.

Further Information

See MSU's Just the Facts campaign..

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