A Little Background – Social Norming

The project is based on the concept of social norming: the behavioral theory describing how people gravitate to "perceived norms" of behavior. Our task is to tell students the truth about their own alcohol use and behaviors. We "meet the students where they are" and move them in a positive direction. This is different from the traditional prevention approach of telling students the negative consequences, destructive behaviors and rates of abuse. Instead, we focus on positive behaviors and healthy norms.

A Little Background – Social Marketing

Social marketing uses traditional marketing techniques to promote health messages. It
involves using posters, advertisements, table tents, etc. to communicate messages that are carefully developed to be Positive, Inclusive and Empowering. This campaign relies heavily and exclusively on the input of our students. Six different messages have been developed; copies of two of the posters are attached to this memo. The remaining four will be sent to you throughout the year.

The Campaign and Research

The spring semester was spent collecting our data. We conducted the Core Alcohol and Drug Norms and Usage survey, facilitated six focus groups as well as gathering archival data from various campus offices. Next, we carefully developed the messages from the Core data and focus group information. At the same time, we conducted "intercept" surveys to see what sources students use and view as most credible for their health and alcohol information. This is called ensuring credibility. It is important to note here that 61% of students said they find their professors and instructors as "credible to very credible" sources of alcohol information.
We also asked the focus groups to rate social norming flyers from other institutions on their overall appeal, believability and usefulness of the information. They told us very clearly what they liked and did not like, and what the messages and flyers should include. Thus, based on their input, the message delivery will be in many forms – Breeze ads, buttons, residence hall, academic building and bus stops flyers.
The final stage of the campaign will include incentives to support the message retention. This is the fun part – at completely random times, students will be approached about a message on a flyer – and if they remember the message, they get a cash prize or a phone card!! Again, these are two items that students told us would motivate them. We are fortunate to have grant money to support this motivation! This is where you can help!

You Can Help

The more sources students hear these messages the better! As previously mentioned, two of the six flyers attached to this letter. We will send the other 4 flyers to you as they are released on campus, keeping you abreast of the campaign status. We hope that you will use this information and refer to the suggested discussion questions in your advising groups, your classes—in any way that you can to reinforce these positive norms. You can invite one of us or another guest speaker from our campus Alcohol Implementation and Management Team to discuss the issues presented in the messages. Visit our website – www.jmu.edu/MostOfUs (note the inclusive nature of the address!) Our final step will be conducting a post-survey in April, 2000 with the first year residential students.

Thank you for your support. Please do not hesitate to call on us with questions or for any explanation of the statistics, how they were interpreted, etc. Have a great fall opening, and watch for our updates throughout the year!

Sincerely,

Faculty are seen by students as credible sources of information on alcohol issues.