Site Index
Index (Click on a letter to go directly to that section of the site index.) A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | V | W |Academic Performance: Social Norm Intervention
Northern Illinois University E-WOMS: Expanding Women's Opportunities through Mathematical Science
Alcohol: Social Norm Interventions
Introduction
Alcohol Interventions with Outcome Data
Alcohol Interventions with Outcome Data Still Forthcoming
Intervention Sites: Alcohol
Arizona, University of
California State Polytechnic University
DeKalb County Partnership (DCP SAFE)
Denver, University of
Hobart & William Smith Colleges
Kansas Campus Social Norms Media Campaign
Michigan State University
Missouri, University of
Montana Social Norms Project
Northern Illinois University
Oregon, University of
Rhode Island, University of
Santa Clara University
Virginia, University of
Western Washington University
Western Washington University: "Beyond Mass Marketing"
American College Health Association
American College Health Association
The American College Health Association (ACHA) developed and administers the National College Health Assessment (NCHA), a comprehensive survey designed to assist institutions of higher education in collecting data about the health of their students. The NCHA allows you to generate data and incidence rates for a variety of health issues at your institution, such as alcohol and tobacco use, sexual behavior, body weight, and mental health.
Arizona, University of
University of Arizona's Social Norms Media Campaign (Alcohol)
B
BACCHUS and Centers for Disease Control
BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
BACCHUS and GAMMA Peer Education Network
The BACCHUS and GAMMA Peer Education Network
The BACCHUS and GAMMA Peer Education Network is an international association of college and university-based peer education programs focusing on alcohol abuse prevention and other student health and safety issues.
Berkowitz, Alan
Publications
Bibliographic Entries
Publications Online
"Applications of Social Norms Theory to Other Health and Social Justice Issues." To be published as Chapter 9 in The Social Norms Approach to Prevention. H. Wesley Perkins, Ed.
This chapter explores applications of social norms theory to sexual assault prevention for men, eating disorders, and bystander behavior with respect to second hand effects of binge drinking and prejudicial behavior. This article is available at http://myweb.fltg.net/users/alan
"The Social Norms Approach: Theory, Research and Annotated Bibliography."
Provides a brief overview of research in support of social norms theory, reviews successful social norms interventions at all three levels of prevention (universal, selective and indicated), and makes recommendations for future development of the field, along with annotated bibliography of important publications and articles on the social norms approach. This article is available at http://myweb.fltg.net/users/alan
"Fostering Men's Responsibility for Preventing Sexual Assault." Forthcoming in: Paul A. Schewe (Ed), Preventing Intimate Partner Violence: Developmentally Appropriate Interventions Across the Lifespan. Washington, DC: American Psychological Association.
This chapter provides a rationale for all male sexual assault prevention program along with a summary of literature reviews supporting this conclusion, outlines essential program elements and formats for working with men, and suggests a developmental model for working with men which integrates various approaches. The chapter concludes with recommendations for future research and implications for program design and development. This article is available at http://myweb.fltg.net/users/alan
"Critical Elements of Sexual Assault Prevention and Risk Reduction Programs for Men and Women." To be published as Chapter 3 in C. Kilmartin: Sexual Assault in Context: Teaching Men About Gender. Holmes Beach: Learning Publications.
Discusses characteristics of effective programs, provides a rationale for terminology (risk reduction/deterrence vs. prevention), and reviews critical elements of sexual assault prevention and risk reduction programs for men and/or women. This article is available at http://myweb.fltg.net/users/alan
Berkshire County, Massachusetts
Massachusetts Governor's Highway Safety Bureau (GHSB) Social Norms Campaign
Bibliography
A Selected Bibliography of the Social Norms Approach
Binge Drinking
Inter-Association Task Force (IATF) on Alcohol and Other Substance Abuse Issues' Proclamation
The IATF Proclamation, issued in August 2000, requests that researchers and agencies refrain from using the term "binge drinking "except as it is generally and historically used to denote a prolonged …period of intoxication…" Further, the IATF urges the use of "definitions that are objectively defined by health research data that account for weight, gender, quantity of alcohol, and frequency and duration of consumption," such as Blood Alcohol Concentration (BAC).
"A Note to the Field: On 'Binge Drinking,'" issued by The Higher Education Center
This October 2000 press release by the Higher Education Center provides a comprehensive explanation of why most researchers in the prevention field now reject the use of the word "binge" to describe "having 5/4-plus drinks over some unspecified period of time."
"Back to School and Binge Drinking on College Campuses,"
by John A. Carpenter
(from Recovery, the newsletter of the American Council on Alcoholism)
An October 1998 note on the recently announced editorial policy of the Journal of Studies on Alcohol. According to this policy, "the term 'binge' should be used only to describe an extended period of time during which a person repeatedly administers alcohol or another substance to the point of intoxication, and gives up his/her usual activities in order to use this substance."
Birthday Card Program (Using Social Norms)
See California State Polytechnic University's Birthday Card Program (Alcohol)
Bowie State University
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
Bruce, Susan (Project Director)
See James Madison University: "A Man..." Program (Sexual Assault Prevention)
C
California State Polytechnic University
California State Polytechnic University's Birthday Card Program (Alcohol)
California State University, Chico
California State University, Chico: Social Norming and Breath Sampling
Centers for Disease Control and BACCHUS
BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
The Center for Substance Abuse Prevention
The Center for Substance Abuse Prevention (CSAP)
The Center for Substance Abuse Prevention (CSAP) Technical Assistance Services to Communities is a unique federally funded program designed to disseminate information, increase dialog, and promote community empowerment to combat alcohol and other drug problems.
Collins, Carolyn (Project Director)
See University of Arizona's Social Norms Media Campaign (Alcohol)
Conference, Social Norms
A Report of the 5th Annual National Conference on the Social Norms Model
Provides an overview of many of the key sessions and findings presented at the Fifth Annual National Conference on the Social Norms Model held July 10-12, 2002 in Philadelphia, Pennsylvania.
Contact Information
Contact Information, National Social Norms Resource Center
Core Survey
Core Survey: Year 2000 Norms of Moderation and Safety
Viewed from a social norms perspective, data from the year 2000 Core Alcohol and Drug Survey reveal that the majority of students drink moderately, if at all. For example, most students (54%) consume an average of two drinks per week, heavy drinking is not the norm, and serious harm as a consequence of drinking is uncommon.
Interpretation of CORE data for 1995-1996
Core Institute: Center for Alcohol and Other Drug Studies
Contents of this site include a sample of the Campus Survey of Alcohol and Other Drug Norms, with a description of its uses and reliability.
Craig, David (Hobart and William Smith Colleges)
Hobart and William Smith Colleges Alcohol Education Project (Co-directed by David Craig)
The HWS Alcohol and Other Drug Education Project (Co-directed by David Craig)
D
Data: Norms, College Students & Alcohol
Norms of Moderation and Safety: College Students and Alcohol (Year 2000)
The key findings of three national surveys (National College Health Assessment, Core Survey, and Monitoring the Future) assessing college students experiences with alcohol confirm that, contrary to often sensational portrayals, most students drink moderately, heavy drinking is not the norm, most students drink safely, and serious harm as a consequence of drinking is uncommon.
Data: Resources for Data Collection and Analysis
ACHA: The National College Health Assessment (NCHA)
Organized by the American College Health Association (ACHA), this national research effort is designed to assist institutions of higher education in collecting data about the health of their students. The NCHA allows you to generate data and incidence rates for a variety of health issues at your institution, such as alcohol and tobacco use, sexual behavior, body weight, and mental health.
CORE Institute: Center for Alcohol and other Drug Studies
Contents of this site include: Sample of Campus Survey of Alcohol and other Drug Norms, with a description of its uses and reliability; Sample of CORE Alcohol and Drug Survey (Long Form); Sample of CORE Alcohol and Drug Survey.
Monitoring the Future
An invaluable resource for national trend data, Monitoring the Future is an ongoing study of the behaviors, attitudes, and values of American secondary school students, college students, and young adults. Each year, a total of some 50,000 8th, 10th and 12th grade students are surveyed (12th graders since 1975, and 8th and 10th graders since 1991.) In addition, annual follow-up questionnaires are mailed to a sample of each graduating class for a number of years after their initial participation.
National Health Interview Survey (NHIS)
The National Health Interview Survey (NHIS) is the principal source of information on the health of the civilian non-institutionalized population of the United States and is one of the major data collection programs of the National Center for Health Statistics (NCHS).
National Institute on Alcohol Abuse and Addiction
Contents of this site include: ETOH Database: The most comprehensive online bibliographic database containing over 100,000 records on alcohol abuse and alcoholism. ETOH is updated monthly and contains research findings from the late 1960s to the present, as well as historical research literature.
Northern Illinois University (NIU)
This is a copy of the NIU Health Enhancement Services' (1996, Version B) Health Behavior Survey. It is provided as one sample of a health assessment survey instrument that has been developed by the institution itself.
Substance Abuse and Mental Health Services Administration (SAMHSA)
SAMHSA presents the three agency websites that maintain official data files on the numbers of people using or needing to use the Nation's network of substance abuse prevention, addiction treatment and mental health services.
DeKalb County Partnership (DCP Safe)
DCP SAFE: The Social Norms Approach to Community Prevention of Alcohol Abuse
DCP SAFE: The Social Norms Approach to Community Prevention of Tobacco Abuse
Dude, Kim (Project Director)
See University of Missouri's Social Norms Campaign (Alcohol)
E
Education Development Center
Social Norms Marketing Research Project
A national, multi-site study conducted by the Education Development Center in conjunction with the Golden Key International Honour Society.
Evanston Township High School
Evanston Township High School: Strength in Numbers
F
Fabiano, Patricia (Project Director)
SeeWestern Washington University's Project We Can (Alcohol)
SeeWestern Washington University: "Beyond Mass Marketing" (Alcohol)
Frequently Asked Questions
Frequently Asked Questions
Funding
How have most schools funded their social norms interventions?
A frequently asked question.
Funding Sources: Grants
Please bear in mind that this is only a partial listing of possible funding sources. A number of interventions have been or continue to be funded by various local agencies, such as statewide health foundations and assorted state agencies. Examples of the latter include Liquor Control Boards, Departments of Transportation, Departments of Public Health, and Departments of Health and Human Services. You will want to be sure to contact your relevant local agencies regarding current funding opportunities.
Centers for Disease Control and Prevention (CDC)
Provides access to information about CDC grants and cooperative agreements.
The Center for Substance Abuse Prevention (CSAP)
The Center for Substance Abuse Prevention (CSAP) Technical Assistance Services to Communities is a unique federally funded program designed to disseminate information, increase dialog, and promote community empowerment to combat alcohol and other drug problems.
Juvenile Justice and Delinquency Prevention, Office of (OJJDP, Department of Justice)
The OJJDP provides national leadership, coordination, and resources to prevent and respond to juvenile delinquency and victimization. It accomplishes this by supporting States and local communities in their efforts to develop and implement effective and coordinated prevention and intervention programs.
National Institute on Alcohol Abuse and Alcoholism (NIAAA)
Provides information about NIAAA extramural grant opportunities.
The National Institute on Alcohol Abuse and Alcoholism (NIAAA) supports and conducts biomedical and behavioral research on the causes, consequences, treatment, and prevention of alcoholism and alcohol-related problems.
National Institutes of Health (NIH)
Provides information about NIH grant and fellowship programs, applying for a grant or fellowship, policy changes, administrative responsibilities of awardees, peer review policies and procedures. Also includes information about Requests for Proposals and resources for those preparing proposals.
Safe and Drug-Free Schools Program (Grants page)
Contents of this site include:Current funding opportunities: alcohol and other drug programs; Grant awards: alcohol and other drug programs; and Grants archive (1997-2000).
Substance Abuse and Mental Health Services Administration (SAMHSA)
This is SAMHSA's Funding Opportunities page. SAMHSA is the Federal agency charged with improving the quality and availability of prevention, treatment, and rehabilitative services in order to reduce illness, death, disability, and cost to society resulting from substance abuse and mental illnesses.
G
Gascoigne, Jan (Project Director)
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
Gladwell, Malcolm
Looking for the Guardians of Truth: An Interview with Malcolm Gladwell About Social Norms
Grants: Funding Sources
Please bear in mind that this is only a partial listing of possible funding sources. A number of interventions have been or continue to be funded by various local agencies, such as statewide health foundations and assorted state agencies. Examples of the latter include Liquor Control Boards, Departments of Transportation, Departments of Public Health, and Departments of Health and Human Services. You will want to be sure to contact your relevant local agencies regarding current funding opportunities.
Centers for Disease Control and Prevention (CDC)
Provides access to information about CDC grants and cooperative agreements.
The Center for Substance Abuse Prevention (CSAP)
The Center for Substance Abuse Prevention (CSAP) Technical Assistance Services to Communities is a unique federally funded program designed to disseminate information, increase dialog, and promote community empowerment to combat alcohol and other drug problems.
Juvenile Justice and Delinquency Prevention, Office of (OJJDP, Department of Justice)
The OJJDP provides national leadership, coordination, and resources to prevent and respond to juvenile delinquency and victimization. It accomplishes this by supporting States and local communities in their efforts to develop and implement effective and coordinated prevention and intervention programs.
National Institute on Alcohol Abuse and Alcoholism (NIAAA)
Provides information about NIAAA extramural grant opportunities.
The National Institute on Alcohol Abuse and Alcoholism (NIAAA) supports and conducts biomedical and behavioral research on the causes, consequences, treatment, and prevention of alcoholism and alcohol-related problems.
National Institutes of Health (NIH)
Provides information about NIH grant and fellowship programs, applying for a grant or fellowship, policy changes, administrative responsibilities of awardees, peer review policies and procedures. Also includes information about Requests for Proposals and resources for those preparing proposals.
Safe and Drug-Free Schools Program (Grants page)
Contents of this site include:Current funding opportunities: alcohol and other drug programs; Grant awards: alcohol and other drug programs; and Grants archive (1997-2000).
Substance Abuse and Mental Health Services Administration (SAMHSA)
This is SAMHSA's Funding Opportunities page. SAMHSA is the Federal agency charged with improving the quality and availability of prevention, treatment, and rehabilitative services in order to reduce illness, death, disability, and cost to society resulting from substance abuse and mental illnesses.
Guidelines for Developing and Evaluating Social Norms Media
Guidelines for Developing and Evaluating Social Norms Media
A virtual how-to guide for creating effective social norms media. Numerous examples are provided.
Gustavus Adolphus College
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
H
Haines, Michael
Biographical Information
Biographical Information
Contact Information
Contact Information
Publications
"Changing the perception of the norm: A strategy to decrease binge drinking among college students." Journal of American College Health, 45, 134-140 (1996, written with S. Spear).
"Community-generated Protective Norms Reduce Risk and Promote Health." College Health in Action, 37(4), 1,5 (1998).
"Social Norms: A Wellness Model for Health Promotion in Higher Education." Wellness Management, 14(4), 1,8 (1998).
A Social Norms Approach to Preventing Binge Drinking at Colleges and Universities, Newton, MA: The Higher Education Center for Alcohol and Other Drug Prevention, Education Development Center, Inc. (1996).
"Spare the Rod and Get Results: A Wellness Approach to Health Promotion." Wellness Management, Fall 1997, Vol. 13, no. 3, pp. 1&4.
(A call for wellness professionals to use positive messages that normalize and reward wellness instead of demonizing and punishing illness with negative messages. Contains a brief description of Haines' "Media PIE:" Positive, Inclusive, and Empowering media.)
Complete Bibliographic Entries
Hancock, Linda (Project Director)
See Virginia Commonwealth University's VCU Smokefree (Tobacco)
Harvard School of Public Health College Alcohol Study Surveys (1993, 1997, 1999, and 2001)
Longitudinal data from the four College Alcohol Study Surveys confirm that most students drink moderately, if at all.
Havasi, Amy (Project Co-Director)
See Northern Illinois University's Social Norm Intervention
Hawaii-Manoa, University of
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
High Schools, Social Norm Interventions
SeeDCP SAFE: The Social Norms Approach to Community Prevention of Alcohol Abuse
DCP SAFE: The Social Norms Approach to Community Prevention of Tobacco Abuse
Evanston Township High School: Strength in Numbers
The Higher Education Center: Social Norms and Social Marketing
The Higher Education Center for Alcohol and Other Drug Prevention (HEC): Social Norms and Social Marketing
Presents an extensive collection of information and resources on the social norms approach and social marketing.
History
History, National Social Norms Resource Center
Hobart and William Smith Colleges
Hobart & William Smith Colleges' Alcohol Education Project
The HWS Alcohol and Other Drug Education Project
This is the website of the HWS Project.
I
Inter-Association Task Force on Alcohol and Other Substance Abuse
The Inter-Association Task Force on Alcohol and Other Substance Abuse Issues (IATF)
Founded in 1983 by BACCHUS of the U.S., Inc., the Inter-Association Task Force on Alcohol and Other Substance Abuse Issues is an umbrella organization dedicated to promoting education, prevention, research, networking and national initiatives to help eliminate substance abuse and the problems it causes on our college and university campuses.
Inter-Association Task Force (IATF) Proclamation on the Term "Binge Drinking."
The IATF Proclamation, issued in August 2000, requests that researchers and agencies refrain from using the term "binge drinking"except as it is generally and historically used to denote a prolonged …period of intoxication…" Further, the IATF urges the use of "definitions that are objectively defined by health research data that account for weight, gender, quantity of alcohol, and frequency and duration of consumption," such as Blood Alcohol Concentration (BAC).
Interventions, Social Norms
What are the essential elements of a well-designed social norms intervention?
A frequently asked question.
What is the timeline of a well-designed social norms intervention?
A frequently asked question.
Interventions: Social Norms Interventions
Introduction
Academic Performance: Social Norm Intervention
Northern Illinois University E-WOMS: Expanding Women's Opportunities through Mathematical Science
Alcohol
Alcohol
Alcohol Interventions with Outcome Data
Alcohol Interventions with Outcome Data Still Forthcoming
Intervention Sites: Alcohol
Arizona, University of
California State Polytechnic University
DeKalb County Partnership (DCP SAFE)
Hobart & William Smith Colleges
Kansas Campus Social Norms Media Campaign
Michigan State University
Missouri, University of
Montana Social Norms Project
Northern Illinois University
Oregon, University of
Rhode Island, University of
Santa Clara University
Virginia, University of
Western Washington University
Western Washington University: "Beyond Mass Marketing"
Sexual Assault Prevention: Social Norm Intervention
James Madison University: "A Man..." Program
Tobacco
Tobacco: Social Norm Interventions
Interventions with Outcome Data
Interventions with Outcome Data Still Forthcoming
Intervention Sites: Tobacco
BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
DeKalb County Partnership: DCP SAFE
Montana Social Norms Project: Youth Tobacco Use Prevention Pilot Project
Virginia Commonwealth University
J
James Madison University
James Madison University: "A Man..." Program (Sexual Assault Prevention)
Jeffrey, Linda R. (Project Director)
See The New Jersey Higher Education Consortium: Social Norms Project
Johannessen, Koreen (Project Director)
See University of Arizona's Social Norms Media Campaign (Alcohol)
Jones, Laura Blake (Project Director)
See University of Oregon: The New View 2000 (Alcohol)
K
Kansas Campus Social Norms Media Campaign
Kansas Campus Social Norms Media Campaign (Alcohol)
L
Lang, Laurie (Project Director)
See Santa Clara University's "The Choice is Yours" Social Norms Campaign (Alcohol)
Levin, Amy (Project Co-Director)
See Northern Illinois University E-WOMS: Expanding Women's Opportunities through Mathematical Science
Linkenbach, Jeff (Project Director)
See Montana Social Norms Project: Young Adults Impaired Driving Prevention Campaign
See Montana Social Norms Project: Youth Tobacco Use Prevention Pilot Project
Lux, Steve (Project Co-Director)
See Northern Illinois University's Social Norm Intervention
M
The Main Frame
The Main Frame: Strategies for Generating Social Norms News (read online)
A practical, easy-to-use resource for social norms practioners who want to generate coverage of their projects and the social norms approach in general. This guide is designed to provide practical advice on generating news coverage and positively influencing the public discussion of health and safety issues. (Note: This is a pdf file.)
Marketing, Social
Is there a difference between social norms and social marketing?
A frequently asked question.
The Social Marketing Institute
The Social Marketing Institute was created to advance the science and practice of social marketing. Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society. This is an excellence resource for those wishing to learn more about all aspects of theory and application of social marketing.
Maryland-College Park, University of
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
Measurement
What measurements are used to determine if a social norms intervention has been successful?
A frequently asked question.
Media: Guidelines for Developing and Evaluating Social Norms Media
Guidelines for Developing and Evaluating Social Norms Media
A virtual how-to guide for creating effective social norms media. Numerous examples are provided.
Media, Mass
Is it necessary to use mass media in order to conduct a successful social norms intervention?
A frequently asked question.
Media: Sample Social Norms Media
Arizona, University of
Five sample posters from the University of Arizona's Social Norms Media Campaign:
Most U of A students have 4 or fewer drinks when they party
Most U of A students drink moderately: Women typically have 3 or less drinks
Most U of A students drink moderately: Men have 5 or less drinks
Most U of A students drink safely when they party: They eat before and during drinking
Most U of A students drink moderately when they party
Hobart and William Smith Colleges
Hobart and William Smith University (HWS): Campaign to Reduce Misperceived Norms
An excellent resource with extensive information and images from the HWS Campaign to Reduce Misperceived Norms. Contents include: Posters and poster campaigns. Includes a catalog of 30 thumbnail images of all the posters produced by the HWS AOD Education Project. These posters have been and/or are currently being displayed on the Hobart and William Smith Colleges Campus.
James Madison University
Three flyers from the "A Man..." Program of the University Health Center of James Madison University, which is a social norm intervention targeting male sexual assault prevention:
A MAN talks before romance
A MAN always prevents manipulation
A MAN respects a woman.
Michigan State University (MSU)
Michigan State University (MSU)
Contains sample ads from three years (2002, 2001, and 2000) of MSU's "Just the Facts" social norms campaign.
Virginia Commonwealth University
Virginia Commonwealth University (VCU)
Contains sample posters from SmokeFreeVCU social norms marketing campaign.
Five of VCU's Optical Illusions Posters
(Note: Requires Adobe Acrobat)
Michigan State University
Michigan State University's Just the Facts Campaign (Alcohol)
Miller, Cindy (Project Director)
See University of Virginia's "Most First Years" Social Norms Campaign (Alcohol)
Minnesota, University of Minnesota-Duluth
University Of Minnesota-Duluth's Reality Bytes Social Norm Campaign
Mission
Mission, National Social Norms Resource Center
Missouri, University of
University of Missouri's Social Norms Campaign (Alcohol)
Monitoring the Future
Monitoring the Future: College Students & Alcohol: Normative Trend Data 1980-2000
Conducted annually since 1980 by the University of Michigan for the National Institute on Drug Abuse, the Monitoring the Future project continues to show a trend of consistent improvement in college drinking behavior. Data show that: students continue to drink moderately, they do not drink daily, and the number of non-drinkers continues to rise.
Monitoring the Future
The website for The Monitoring the Future project. An invaluable resource for national trend data, Monitoring the Future is an ongoing study of the behaviors, attitudes, and values of American secondary school students, college students, and young adults. Each year, a total of some 50,000 8th, 10th and 12th grade students are surveyed (12th graders since 1975, and 8th and 10th graders since 1991.) In addition, annual follow-up questionnaires are mailed to a sample of each graduating class for a number of years after their initial participation. Contents of this site include: Press Releases, Publications, Data Tables and Figures (e.g. Drug Trends, Cigarette Trends), Purpose and Design of the Monitoring the Future Study, Principal Investigators, Links to Related Sites.
Montana Social Norms Campaign
Montana Social Norms Project: Young Adults Impaired Driving Prevention Campaign
Montana Social Norms Project: Most of Us Are Tobacco Free
N
National College Health Assessment
National College Health Assessment (NCHA)
Information about the survey instrument. The NCHA allows you to generate data and incidence rates for a variety of health issues at your institution, such as alcohol and tobacco use, sexual behavior, body weight, and mental health.
National College Health Assessment: Year 2001 Norms of Moderation and Safety
Examined from a social norms perspective, the year 2000 findings of the National College Health Assessment confirm that the majority of students drink moderately, if at all.
National College Health Assessment: Year 2000 Norms of Moderation and Safety
Examined from a social norms perspective, the year 2000 findings of the National College Health Assessment confirm that the majority of students drink moderately, if at all. In addition, most students use a number of protective behaviors to drink safely; as a result, serious harm as a consequence of drinking is uncommon. Not surprisingly, then, students report that alcohol is not among the major impediments to academic performance.
New Jersey Higher Education Consortium
The New Jersey Higher Education Consortium: Social Norms Project
News
The Main Frame: Strategies for Generating Social Norms News (read online)
A practical, easy-to-use resource for social norms practioners who want to generate coverage of their projects and the social norms approach in general. This guide is designed to provide practical advice on generating news coverage and positively influencing the public discussion of health and safety issues. (Note: This is a pdf file.)
Below are links to online versions of articles and editorials regarding the social norms approach and related topics gathered from both national and local news sources. Please note that items have been posted in reverse chronological order.
July 22, 2001, USA Today
Facts Change Student Drinking By Michael Haines, Director, National Social Norms Resource Center
This op-ed piece highlights the effectiveness of the social norms approach in reducing college alcohol abuse. Mention is made of a number of institutions that have implemented or are about to implement a social norms campaign. They include: the University of Arizona, the University of Virginia, Hobart and Williams Smith Colleges, Northern Illinois University, and the California State University system, comprising 23 campuses and 370,000 students.
July 13, 2001 press release issued by the California State University Board of Trustees
This Summary of the July 2001 California State University (CSU) Board of Trustees' meeting begins with a press release regarding the Trustees' approval of its Comprehensive Systemwide Alcohol Policy. "One key component of the [adopted] recommendation is the use of the social norms approach, which uses information campaigns to correct student misperceptions of peers' drinking habits."
June 18, 2001, TIME Magazine
How to Manage Teen Drinking (The Smart Way) by Jeffrey Kluger, Time Magazine
Although the National Institute on Alcohol Abuse and Alcoholism has documented that "across every age group we've become an ever more sober society over the past two decades," concern over "youthful drinking" persists. This article discusses, in part, the role that colleges and college administrators have in addressing this concern, and notes the appeal and effectiveness of the social norms approach. The work of H. Wesley Perkins and David Craig at Hobart and William Smith Colleges receives special focus. Also mentioned are the social norms interventions at Northern Illinois University, Western Washington University, and the University of Missouri-Columbia.
June 12, 2001, The Los Angeles Times
Finding Good in 'Normal' by Lynn Smith, The Los Angeles Times
As the subtitle of this article states: "Students are getting a surprise lesson: binge drinking and other risky behaviors aren't popular." This lengthy and glowing article notes the successful social norms interventions at a number of institutions, among them: Cal Poly Pomona, Northern Illinois University, the University of Arizona, Hobart and William Smith Colleges, and Western Washington University. Experts in the social norms field who are quoted include: H. Wesley Perkins, Pat Fabiano, and Michael Haines.
November 28, 2000, The Kansas City Star
New Method Tried to Reduce Drinking Among College Students by Lynn Franey, The Kansas City Star
Discusses the successful implementation of the social norms approach at the University of Missouri-Columbia that began in September, 1998. Mentions the support of the Kansas Health Foundation for a similar intervention at four state universities in Kansas.
November 2, 2000, The Wall Street Journal
"Uneasy Alliance: On Many Campuses Big Brewers Play a Role In New Alcohol Policies" by Shailagh Murray and Bryan Gruley of The Wall Street Journal
Provides extensive background information regarding the recent interest of the alcohol beverage industry in the use of the social norms approach on a number of college and university campuses.
October 3, 2000, The New York Times
Colleges Shift Emphasis on Drinking by Kate Zernike, The New York Times
An excellent summary of the reasons for the growing interest in the social norms approach. "The premises of the new strategy," the author notes, "are that binge drinking has been exaggerated, and that by harping on it, colleges have pushed students into thinking that heavy drinking fits the model of the American college student."
September 8, 2000, The Chronicle of Higher Education
The Latest War on "Binge Drinking" is Against the Term Itself by Scott Street of The Chronicle of Higher Education
Regards the recent decision of the Inter-Association Task Force on Alcohol and Other Substance Abuse Issues (IATF) to limit the use of the term 'binge drinking' to describe "a period of prolonged intoxication."
(Note: The full text of the IATF Proclamation is available at http://www.iatf.org/proc1a.htm)
July 28, 2000, The Chronicle of Higher Education
Colleges Use Peer Pressure to Encourage Health Behavior by Leo Reisberg of The Chronicle of Higher Education
A comprehensive look at the wide-ranging use being made of the social norms approach at a growing number of institutions throughout the country. Notes its application to issues such as high-risk drinking, tobacco use, sexual behavior, sexual assault prevention, and social justice issues.
September 25, 1999, Editorial, The New York Times
The Attack on Campus Drinking, Editorial, The New York Times
An editorial regarding the confusing mixed message conveyed by the recent "Binge Beer" advertisements in a number of national newspapers. The Times points to the social norms approach as a positive alternative that is "well designed for a group that is swayed by peer pressure and wary of authorities who preach about the dark side of drinking."
January 16, 1999, The Kansas City Star
Colleges Promote a New Message: Your Friends Drink Responsibly by Diane Carrol of The Kansas City Star
Discusses the decision of the University of Kansas to pursue the implementation of a social norms marketing campaign modeled on that of Northern Illinois University. Includes information on a similar intervention at the University of Missouri-Columbia.
October 27, 1997, The Christian Science Monitor
Colleges Turn to Peer Pressure to Curb Drinking by Mark Clayton of The Christian Science Monitor
Notes the innovative achievements of the social norms approach at Northern Illinois University, its replication at the University of Arizona, and the U.S. Department of Education's growing interest in this successful intervention strategy.
1997, The Chronicle of Higher Education
Colleges Try to Curb Excessive Drinking by Saying Moderation is Okay by Ben Gose of The Chronicle of Higher Education
"The vast majority of students," Michael Haines is quoted as saying, "don't harm themselves or others as part of their drinking behavior, and that's the best-kept secret in the country." The article explores the success of the social norms approach at Northern Illinois University and its subsequent use at other institutions such as California State Polytechnic University (Pomona), Montana State University, and the University of Arizona.
Newton, Doug (Project Director)
See Kansas Campus Social Norms Media Campaign (Alcohol)
Norms, College Students & Alcohol
Norms of Moderation and Safety: College Students and Alcohol (Year 2000)
The key findings of three national surveys (National College Health Assessment, Core Survey, and Monitoring the Future) assessing college students experiences with alcohol confirm that, contrary to often sensational portrayals, most students drink moderately, heavy drinking is not the norm, most students drink safely, and serious harm as a consequence of drinking is uncommon.
Norms, Social
What are social norms?
A frequently asked question.
When did the concept of social norms originate?
A frequently asked question.
Is there a difference between social norms and social marketing?
A frequently asked question
North Carolina-Asheville, University of
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
North Carolina at Chapel Hill, University of
UNC's 2 Out of 3 .00 BAC Campaign
This is the web site of the University of North Carolina's social norms campaign.
University of North Carolina's 2 Out of 3 .00 BAC Campaign
A comprehensive description of UNC's social norms campaign.
Northern Illinois University
Northern Illinois University's Social Norms Campaign (Alcohol)
O
Oregon, University of
University of Oregon: The New View 2000 (Alcohol)
Oshkosh, University of Wisconsin
University of Wisconsin-Oshkosh: You Know You Want To... A Comprehensive Tobacco Reduction Plan Using Social Norms
Oswego State University
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
P
Perkins, H. Wesley
The HWS Alcohol and Other Drug Education Project (Co-directed by H. Wesley Perkins)
Publications
Online bibliography
An online bibliography of publications by H. Wesley Perkins.
Additional Bibliographic Entries
Posters: Sample Social Norms Posters
Arizona, University of
Five sample posters from the University of Arizona's Social Norms Media Campaign:
Most U of A students have 4 or fewer drinks when they party
Most U of A students drink moderately: Women typically have 3 or less drinks
Most U of A students drink moderately: Men have 5 or less drinks
Most U of A students drink safely when they party: They eat before and during drinking
Most U of A students drink moderately when they party
Hobart and William Smith Colleges
Hobart and William Smith University (HWS): Campaign to Reduce Misperceived Norms
An excellent resource with extensive information and images from the HWS Campaign to Reduce Misperceived Norms. Contents include: Posters and poster campaigns. Includes a catalog of 30 thumbnail images of all the posters produced by the HWS AOD Education Project. These posters have been and/or are currently being displayed on the Hobart and William Smith Colleges Campus.
James Madison University
Three flyers from the "A Man..." Program of the University Health Center of James Madison University, which is a social norm intervention targeting male sexual assault prevention:
A MAN talks before romance
A MAN always prevents manipulation
A MAN respects a woman.
Michigan State University (MSU)
Michigan State University (MSU)
Contains sample ads from three years (2002, 2001, and 2000) of MSU's "Just the Facts" social norms campaign.
Virginia Commonwealth University (VCU)
Contains sample posters from SmokeFreeVCU social norms marketing campaign.
Five of VCU's Optical Illusions Posters
(Note: Requires Adobe Acrobat)
Press Releases
The Main Frame: Strategies for Generating Social Norms News (read online)
A practical, easy-to-use resource for social norms practioners who want to generate coverage of their projects and the social norms approach in general. This guide is designed to provide practical advice on generating news coverage and positively influencing the public discussion of health and safety issues. (Note: This is a pdf file.)
July 22, 2001, from USA Today
Facts Change Student Drinking by Michael Haines, Director, National Social Norms Resource Center
This op-ed piece highlights the effectiveness of the social norms approach in reducing college alcohol abuse. Mention is made of a number of institutions that have implemented or are about to implement a social norms campaign. They include: the University of Arizona, the University of Virginia, Hobart and Williams Smith Colleges, Northern Illinois University, and the California State University system, comprising 23 campuses and 370,000 students.
July 13, 2001, issued by the California State University Board of Trustees
This summary of the July 2001 California State University (CSU) Board of Trustees' meeting begins with a press release regarding the Trustees' approval of its Comprehensive Systemwide Alcohol Policy. "One key component of the [adopted] recommendation is the use of the social norms approach, which uses information campaigns to correct student misperceptions of peers' drinking habits."
March 21, 2001:
A response to the Sample Op-Ed proposed by the National Council on Alcoholism and Drug Dependence (NCADD) for Alcohol Awareness Month (April, 2001)
A statement issued by Michael Haines, Director of the National Social Norms Resource Center, rebutting the claim by NCADD's President that the social norms approach is an unproven prevention strategy entirely underwritten by the "public relations machine of the alcohol beverage industry." Mr. Haines argues that the social norms approach is of proven effectiveness, increases moderate alcohol use and abstinence, and is in fact primarily funded by the federal government.
October 2, 2000:
A Response to the September 2000 issue of the Journal of American College Health
A statement issued by Michael Haines, Director of the National Social Norms Resource Center, in reaction to the articles and editorials in the September 2000 issue of the Journal of American College Health. Mr. Haines addresses Henry Wechsler's assertion that the existence of pervasive exaggerated misperceptions is a "myth," and comments extensively on the findings of Carter, Kahnweiler, Thombs and Werch that social norms approaches failed to change behavior in their various interventions.
September 8, 2000
Study Confirms College Students Perceptions of Campus Drinking Rates are Inaccurate
An press release by the Higher Education Center for Alcohol and Other Drug Prevention regarding the results of a new national study confirming that college students overestimate the amount of alcohol consumed by their peers.
December, 1999
Telling It Like It Is: Using Social Norms Marketing Campaigns to Reduce Student Drinking by William DeJong, Ph.D., and Jeff Linkenbach, Ed.D.
Published in the December 1999 issue of the Bulletin of the American Association of Higher Education, this article provides an excellent overview of the theoretical basis of the social norms approach, discusses several successful social norms marketing campaigns, explores the implications of the social norms approach for college administrators, and explains why the term "binge drinking" is inaccurate and misleading for those who work in the field of health promotion.
Q
Questions, Frequently Asked
Frequently Asked Questions
R
Reilly, Dan (Project Director)
See University of Rhode Island's Interactive Social Norms Correction for First Year Students (Alcohol)
Request for Proposals
Prevention and Reduction of Alcohol Abuse Problems among College Students through Social Norms Program Implementation: Request for Proposals
(Note: The deadline to apply for this RFP was November 21, 2001. This document remains in the Site Index for reference and archival purposes only.) 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.
Rhode Island, University of
University of Rhode Island's Interactive Social Norms Correction for First Year Students (Alcohol)
Rochester Institute of Technology
Rochester Institute of Technology: "New IDEAS to Prevent Violence Against Women
S
Santa Clara University
Santa Clara University's "The Choice is Yours" Social Norms Campaign (Alcohol)
Sexual Assault Prevention: The Social Norm Approach to the Prevention of Violence Against Women
James Madison University: "A Man..." Program
Rochester Institute of Technology: "New IDEAS to Prevent Violence Against Women"
Short, Lydia Gerzel (Project Director)
See DCP SAFE: The Social Norms Approach to Community Prevention of Alcohol Abuse
See DCP SAFE: The Social Norms Approach to Community Prevention of Tobacco Abuse
Social Marketing
Is there a difference between social norms and social marketing?
A frequently asked question.
The Social Marketing Institute
The Social Marketing Institute was created to advance the science and practice of social marketing. Social marketing is the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society. This is an excellence resource for those wishing to learn more about all aspects of theory and application of social marketing.
Social Norms
What are social norms?
A frequently asked question.
When did the concept of social norms originate?
A frequently asked question.
Is there a difference between social norms and social marketing?
A frequently asked question
Social Norms Marketing Research Project
Social Norms Marketing Research Project
A national, multi-site study conducted by the Education Development Center in conjunction with the Golden Key International Honour Society.
Steele, Diana (Project Co-Director)
See Northern Illinois University E-WOMS: Expanding Women's Opportunities through Mathematical Science
State University of New York (SUNY) at New Paltz
SUNY-New Paltz: A Social Norm Intervention
Survey Instruments: Resources for Data Collection and Analysis
ACHA: The National College Health Assessment (NCHA)
Organized by the American College Health Association (ACHA), this national research effort is designed to assist institutions of higher education in collecting data about the health of their students. The NCHA allows you to generate data and incidence rates for a variety of health issues at your institution, such as alcohol and tobacco use, sexual behavior, body weight, and mental health.
CORE Institute: Center for Alcohol and other Drug Studies
Contents of this site include: Sample of Campus Survey of Alcohol and other Drug Norms, with a description of its uses and reliability; Sample of CORE Alcohol and Drug Survey (Long Form); Sample of CORE Alcohol and Drug Survey.
Northern Illinois University (NIU)
This is a copy of the NIU Health Enhancement Services' (1996, Version B) Health Behavior Survey. It is provided as one sample of a health assessment survey instrument that has been developed by the institution itself.
T
Texas-Austin, University of
Longhorns Against Drunk Driving: "7 out of 10" Social Norm Campaign
Texas Pan-American, University of
See BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
Tobacco: Social Norm Interventions
Interventions with Outcome Data
Interventions with Outcome Data Still Forthcoming
Intervention Sites: Tobacco
BACCHUS & Centers for Disease Control: Tobacco Social Norms Project
DeKalb County Partnership: DCP SAFE (High School Students)
Evanston Township High School: Strength in Numbers
Montana Social Norms Project: Most of Us Are Tobacco Free
University of Wisconsin-Oshkosh's "You Know You Want To..." A Comprehensive Tobacco Reduction Plan Using Social Norms
Virginia Commonwealth University's VCU Smokefree
V
Violence Prevention: The Prevention of Violence Against Women
The Prevention of Violence Against Women: The Social Norms Approach
Virginia Commonwealth University
Virginia Commonwealth University's VCU Smokefree (Tobacco)
Virginia, University of
University of Virginia's "Most First Years" Social Norms Campaign (Alcohol)
W
Western Washington University
Western Washington University: A Social Norm Campaign
Western Washington University: Beyond Mass Marketing
Wisconsin, University of Wisconsin at Oshkosh
University of Wisconsin-Oshkosh: You Know You Want To... A Comprehensive Tobacco Reduction Plan Using Social Norms
The National Social Norms Resource Center
www.socialnorm.org