University of Missouri-Columbia

21% Reduction over 2 Years

Project Description

The University of Missouri-Columbia (MU) is a public university with an enrollment of approximately 23,000 students. From 1998-2000 the University of Missouri's Wellness Resource Center implemented a comprehensive prevention program, combining an extensive social norms marketing campaign with existing outreach efforts. The social norms messages, based on MU data, were integrated into all education and awareness programs (i.e., peer education, class presentations, special events) and training programs for students, faculty and administrators who impact freshman students.

Project Objective

To correct the misperceptions of peer alcohol and other drug use among freshman students.

Baseline Data

See Project Results.

Primary Normative Messages

"Most MU students drink 0-4 drinks per week."
"Most MU students don't drink and drive."
"Most MU students have not missed class due to drinking."
"Most MU students use alcohol once a week or less."

Marketing Methods Employed

Weekly ads, posters, miscellaneous promotional items (frisbees, stress balls, t-shirts, ID holders, mouse pads, magnets, footballs, fans).

Evaluation

Pre- and post-intervention data was collected by surveying the same group of freshman students at both the MU and the control campuses.

Project Results

During the first year of its intervention, MU's rate of heavy episodic alcohol consumption decreased from 60% to 53%, a 7 point decline, which equals an 11.7% reduction. The second year of the intervention yielded an additional 5.7 point decline; together, the total point decline over the two years (12.7) equals a 21% reduction in heavy episodic alcohol consumption.

Data from the control institution showed 6 point increase in heavy episodic drinking after the first year (from 28% to 34%), and a 10 point increase after the second year. Together, the total increase over the two years (16 points) equals a more than 50% increase in heavy episodic alcohol consumption at the control school that did not have a social norm campaign.

Principle Investigator

Kim Dude
Director, Wellness Resource Center and ADAPT
34 Brady Commons
University of Missouri-Columbia
Columbia, Missouri 65211
Tel 573.882.4634
Email [email protected]

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