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REQUEST FOR PROPOSALS
PREVENTION AND REDUCTION OF ALCOHOL ABUSE PROBLEMS AMONG COLLEGE STUDENTS THROUGH SOCIAL NORMS PROGRAM IMPLEMENTATIONRelease Date: September 4, 2001
RFP: AB-2001-001
The National Social Norms Resource Center
Social Science Research Institute
Northern Illinois University
DeKalb, Illinois 60115-2879
Letter of Intent Deadline: Received by 5:00 PM CST September 21, 2001
Application Deadline: Hard copy must be received by 5:00 PM CST October 22, 2001
Notification of Award: On or before November 21, 2001
Project Start Date: January 2, 2002
PURPOSE
The National Social Norms Resource Center seeks grant applications to conduct and evaluate Social Norms program interventions that will ultimately lead to the prevention of alcohol abuse, and the promotion of more responsible behavior among college students.
The purpose of this Request for Proposals (RFP) is to encourage research that develops and tests Social Norms interventions that have the potential of preventing or reducing alcohol abuse among college students. The interventions must include campus or community media campaigns that are initiated and implemented in consultation with the National Social Norms Resource Center.1
Background
In response to public concern about campus alcohol problems, administrators and education, health, and public safety officials are seeking guidance in developing programs that will prevent and reduce alcohol abuse problems. Unfortunately, there is relatively little research specifically focused on preventive interventions in college settings, and existing campus efforts to reduce abusive drinking have not had the benefit of a body of rigorously tested interventions from which to draw. In response to this need for guidance in developing effective approaches, The National Social Norms Resource Center intends to fund an evaluation of Social Norms interventions on various campuses. This approach has demonstrated promise with regard to reductions in campus alcohol problem indicators. These programs are based on theory, consensus of experts, and practical experience. However, resources have not always been available to rigorously assess their effectiveness, and more scientifically grounded research in this area is needed.
While college students drink on average less than one alcohol beverage a day,2 students perceive that their peers are drinking at much higher levels. Numerous higher education institutions have demonstrated significant reductions in harm by promoting positive Social Norms.3
Though college drinking rates have declined by 10% over the last 18 years,4 there is still more work to be done. Through the communication of positive norms, students will learn that it is the norm to drink moderately or not at all. For instance, 61% of college students drink four or fewer drinks when they socialize, the vast majority are legally sober when they party and over two thirds use strategies to effectively reduce risk of injury when drinking.5
Interventions
Research is encouraged on the development and testing of Social Norms interventions that will lead to significant reductions in the incidence and prevalence of alcohol abuse.
The Social Norms approach is based on the premise that college students consistently overestimate the amount of alcohol use among their peers. The Social Norms strategy utilizes media campaigns to communicate to students that there are actually many fewer students engaging in problem drinking than they think -- that most students are making wise and safe choices. High visibility of the non-problematic behaviors practiced by most students changed the misperceptions of college students.6
Following are the five steps to implement the Social Norms Approach:7
- Collect baseline data.
- Develop messages that highlight positive norms.
- Ensure credibility of the message source.
- Deliver the message to the targeted population (e.g., print media - posters, newspaper ads, articles, editorials, etc…).
- Support message retention within the population (Begin in fall and continue until spring break).
Such Social Norms efforts, first tested at Northern Illinois University, have resulted in significant and ongoing reductions in heavy drinking, injuries, and harm.
The Social Norms approach has been used most effectively to reduce heavy episodic alcohol consumption and alcohol-related harm. The following institutions have documented significant reduction of harm and heavy use by consistently promoting protective social norms (Click on any of the institutions listed to see a description of its intervention):
- Northern Illinois University
- University of Arizona
- Hobart & William Smith Colleges
- Western Washington University and
- Western Washington University ("Beyond Mass Marketing")
- University of Missouri
- Santa Clara University
- University of Virginia
- California State Polytechnic University
- University of Rhode Island
The social norms approach is intended to change the norms and behaviors of the college population by changing the campus social context. As such, implementation and evaluation approaches must include the entire student population, and not be limited to incoming freshmen.
RESEARCH OBJECTIVES
Study Designs and MethodsTests of interventions must employ sound experimental designs or, when justified, quasi-experimental designs. Much existing research has relied on pre-post cross sectional self-report survey data. These results are strengthened significantly when matched comparison sites are used to control for other influences. In these cases, careful attention should be paid to ensure equivalency between intervention and comparison groups.
Outcome measures must include alcohol-related behaviors or events and student perceptions of these behaviors and events. Careful attention must be paid to the identification of outcome measures that are valid, reliable, and sensitive to change. Archival data may be used, but unless their scientific quality can be assured, additional outcome measures will be needed. Preference will be given to projects using the National College Health Assessment developed by and available from the American College Health Association (Go to: "Related Sites", "Data Collection" at www.socialnorm.org). It is anticipated that funded projects will publish formative and/or summary findings in peer reviewed professional journals in cooperation with the National Social Norms Resource Center.
The proliferation of campus efforts to reduce abusive drinking is an indicator of the pressing need for research-based programs with demonstrated effectiveness. Often program planners do not have technical or material resources needed for state-of-the-art scientific evaluations; and social and behavioral scientists may not have access to administrative channels needed for university-wide cooperation or to resource networks important for program development, implementation, evaluation, and dissemination. Thus, collaborations among program planners, educators, and researchers are encouraged. Where appropriate, collaborations between or among campuses are also encouraged.
ELIGIBILITY REQUIREMENTS
Applications may be submitted by domestic universities and colleges.FUNDS AVAILABLE
Funds will be available for up to four years of awards under this RFP. The level of support is dependent on receipt of applications of high scientific merit and will reflect the unique characteristics of each individual site. The grant will include research administration and management, including facilities and administrative costs. The grant will also include program implementation, in consultation with Michael Haines of the National Social Norms Resource Center. Indirect institutional overhead costs will not exceed 25% of the project budget. Funding beyond the first and subsequent years of the grant will be contingent upon satisfactory progress during the preceding years. Satisfactory progress will be determined by the National Social Norms Resource Center based on information gathered from annual project status reports and/or site visits.
National Social Norms Resource Center funding will be provided through a grant from Anheuser-Busch Companies.
LETTER OF INTENT
Prospective applicants are asked to submit, by September 21, 2001, a letter of intent that includes a descriptive title of the proposed research, the name, address, and telephone number of the Principal Investigator, the identities of other key personnel and participating institutions, and the number and title of the RFP in response to which the application may be submitted.
The letter of intent is to be sent to:
Michael P. Haines, M.S.
Director
National Social Norms Resource Center
Social Science Research Institute
Northern Illinois University
DeKalb, Illinois 60115-2879
Telephone: (815) 753-9745
FAX: (815) 753-2305
E-mail: [email protected]
APPLICATION PROCEDURES
An original application and two unbound copies must be received at the National Social Norms Resource Center on or before 5:00 PM CST October 22, 2001. Only complete applications will be considered. A complete application must adhere to the following guidelines:
Cover page: The cover page must contain the name and contact information for the principal investigator, name of the project and school, one paragraph abstract of the project, and total amount of requested funds.
Length: The entire application should not exceed 15 pages of 12-point type with one-inch margins on 8 1/2 by 11 inch white paper.
Appendix: Supporting documentation relevant to specific sections of the application should be included in an appendix; e.g., resume or Curriculum Vitae for key personnel, letters of agreement from collaborators or comparison sites.
Indirect Costs (Institutional Overhead): Indirect overhead cost rate should not exceed 25% of the total funds requested in this proposal.
In-kind Support: Although not required, proposals that show significant contributions to the project from the applicant institution, local community, and/or private corporations will be given priority consideration.
Authorization: The proposal must include documentation by the Chief Executive Officer of the institution authorizing the principal investigator to submit this application and implement the project if funded.
REVIEW CONSIDERATIONS
Applications that are complete and responsive to the RFP will be evaluated for scientific and technical merit by the National Social Norms Resource Center and the Social Science Research Institute at Northern Illinois University in accordance with the review criteria stated below.
Review Criteria
The goals of this research are to advance our understanding of the impact of the Social Norms Approach on alcohol abuse prevention, and promotion of responsible behavior. In the written comments, reviewers will be asked to rank each proposal on the following aspects of the application in order to judge the likelihood that the proposed research will have a substantial impact on the pursuit of these goals.
Significance (10 points): Does the study address the goals of the RFP? If the aims of the study are achieved, how will scientific knowledge be advanced? Will the study advance the concepts or methods that drive this field? Has the applicant collected any data indicating the appropriateness of the site for a social norms approach?
Objective (5 points): Is the project objective(s) clearly stated in a specific, measurable, and time-limited manner?
Methods (25 points): Do the methods explicitly address the objective(s)? Are the methods for implementing the intervention consistent with social norms theory? Is there fidelity to any previously tested social norms model? Do the methods follow an integrated and logical sequence from initiation to conclusion? Is there evidence that adequate time and resources are committed to data collection, media research, message development and dissemination? Does the proposal indicate collaboration with other on-campus or community stakeholders (Housing, Student Government, local retailers, university administration, etc.)? Has the applicant identified site-specific obstacles that may hinder implementation of the project and strategies to overcome these challenges? Does the project employ novel concepts, approaches, theories, or methods?
Personnel (10 points): Are the principal investigator and key personnel appropriately trained and well suited to carry out this work? Is there sufficient time allocated for key personnel to supervise and complete the project? Are graduate students or student workers used in functions appropriate to their training and abilities? Do the key personnel and student staff reflect the character of the target audience for the project?
Environment (5 points): Does the scientific environment in which the work will be done contribute to the probability of success? Does the proposed research take advantage of the unique features of the scientific environment or employ useful collaborative arrangements? Is there evidence of institutional support?
Budget (20 points):Is the requested budget and estimation of time to completion of the study appropriate for the proposal? Does the budget contain adequate resources to collect data, prepare media, conduct the intervention, and analyze results? Is the institutional overhead rate less than or equal to 25% of the total funds requested? Are travel and equipment costs described with sufficient detail? Is the applicant institution identifying any in-kind resources or financial contribution to demonstrate institutional support?
Evaluation and Research (25 points): Has the applicant described a clear and timely plan to collect and analyze data and report research findings? Is the evaluation and research plan consistent with the general standards of social science research? Does the proposed evaluation measure intervention effect? Has the applicant identified and secured assurances from a matched institution that will allow data gathering for comparative analysis? Is the National College Health Assessment being used as one instrument for data collection? What other data collection methods are identified in the proposal? Will process measures be used to determine student media habits and message preference? Has a method been described to determine the breadth of media exposure and audience response?
AWARD CRITERIA
Applications recommended for approval will be considered for funding on the basis of the overall scientific and technical merit of the proposal as determined by the review process, programmatic needs, and the availability of funds.
INQUIRIES
Inquiries concerning this RFP are encouraged. The opportunity to clarify any issues or questions from potential applicants is welcome.
Direct inquiries regarding applications under this RFP to:
Michael P. Haines, M.S., Director
National Social Norms Resource Center
Social Science Research Institute
DeKalb, Illinois 60115-2879
Telephone: (815) 753-9745
FAX: (815) 753-2305
E-mail: [email protected]
AUTHORITY AND REGULATIONS
The grant recipients should operate under the regulations of the individual higher education institutions participating in the program implementation and evaluation.
Notes1The National Social Norms Resource Center is an independent center that supports, promotes and provides technical assistance in the application of the social norms approach to a broad range of health, safety and social justice issues, including alcohol-related risk-reduction. The Center is directed by Michael Haines, a nationally recognized proponent and pioneering practitioner of this strategy. (Return to text.)
2Source: 1999 Core Alcohol and Drug Survey, developed under a grant from the U.S. Department of Education and conducted by the Core Institute, Southern Illinois University. (Return to text.)
3 http://www.socialnorm.org (Note: You are currently on the site of the National Social Norms Resource Center.) (Return to text.)
4Source: Monitoring the Future National Survey Results. NIDA, U.S.Department Of Health and Human Services, August 2000 (NIH Publication #00-4803) (Return to text.)
5 Source: National College Health Assessment: Reference Group Executive Summary Spring 2000, American College Health Association, Baltimore 2001. (Return to text.)
6, 7Source: Haines, Michael P. A Social Norms Approach to Preventing Binge Drinking at Colleges and Universities (1996). A publication of The Higher Education Center for Alcohol and Other Drug Prevention. U.S. Department of Education (Publication No. ED/OPE/96-18). (Return to text.)