March 21, 2001
Michael Haines, Director
National Social Norms Resource Center
Social Norms Approach is Effective
The social norms approach receives "all the positive attention" because it works. There is no other intervention that has such a broad and deep record of reducing heavy use of alcohol and alcohol-related harm than the social norms approach. Colleges and universities in all areas of the U.S., be they public or private, large or small, have had documented success using this approach. One of these schools (NIU) began its intervention ten years ago, one (Santa Clara) began last year, and the rest began in the interim:
| Institution | Length of Intervention |
|---|---|
| Northern Illinois University | 10 years |
| SUNY-New Paltz | 9 years |
| University of Arizona | 5 years |
| Hobart and William Smith University | 4 years |
| Western Washington University | 3 years |
| University of Missouri | 2 years |
| Santa Clara University | 1 year |
Each of these sites had in fact tried more traditional interventions, but these interventions had no measurable effect. By contrast, implementation of the social norms approach at these institutions has had a measurable impact, with documented reductions of from 10% to 40% in heavy use of alcohol and comparable reductions in injuries and other harm.
Given these success rates, a growing number of schools and agencies have now adopted a Social Norms approach. They include: Dartmouth, Michigan State, University of Virginia, Montana Most of Us, Illinois Department of Human Services, Virginia Alcohol Beverage Control, Kansas Health Foundation (U of Kansas, Kansas St., Fort Hays St., & Emporia St.), Rowan State University, Gettysburg College, Millersville State University, Lafayette College, Villanova, Georgetown, Washington State University, University of Wisconsin-La Crosse…
Social Norms Approach Increases Moderate Alcohol Use and Abstinence
At sites with documented positive impact, the percent of students drinking five or more drinks per occasion has been reduced while the number of students who drink no alcohol has increased. Research has consistently shown that the average "hours per drinking occasion" is 4.5 hours. Using the social norms approach to reduce the quantity of drinks per occasion from 5 or more to 0,1,2,3, or 4 is an obvious risk-reducing impact. It succeeds in reducing the number of drinks consumed from more than one-drink-per- hour to less than one-drink-per- hour.
Social Norms Approach Is Primarily Funded by the Federal Government
None of the schools previously mentioned received funding from the alcohol industry to support their social norms interventions. Funding was provided by the U.S. Department of Education (DOE), U.S. Center for Substance Abuse Prevention (CSAP), or the National Institute on Alcoholism and Alcohol Abuse (NIAAA). The alcohol industry in general, and Anheuser Busch in particular, have become very interested and supportive of the social norms approach for many of the same reasons college administrators are attracted to social norms: it is a highly visible positive response to alcohol problems, it does not declare war on student drinkers, and it works.
As federal funding for alcohol abuse prevention markedly decreases and other funding sources require allegiance to punitive anti-drinking and anti-student interventions, more schools will actively seek industry funding. Many have found fewer strings attached to the industry money than to other sources. The National Social Norms Resource Center is currently funded by the BACCHUS & GAMMA Peer Education Network and Anheuser Busch, Inc. The funding comes without any strings.It is important to note in this regard that the NSN Center supports, promotes and provides technical assistance on he social norms approach as it applies not only to the prevention of alcohol, tobacco and other drug abuse, but to a broad range of health, safety and social justice issues as well. Needless to say, without this support there would be precious little time to respond to such unsubstantiated and inflammatory comments as those appearing in the NCADD sample Op Ed.