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APHA Scientific Session and Event Listing

Linda Langford, ScD, Center for College Health and Safety, Education Development Center, 55 Chapel Street, Newton, MA 02458, 617-618-2719, llangford@edc.org

The SNAPPY project is a three-year pilot study of a school-based media campaign to correct misperceptions of high school student drinking norms with the aim of reducing alcohol use. This approach, known as “social norms marketing,” has been adopted on many college campuses. It is based on survey data showing that many students overestimate their peers' alcohol use and attitudes supportive of drinking, and these misperceptions are thought to influence students to drink more heavily. A social norms marketing campaign uses media to inform students about the actual healthy behaviors of the majority with the goal of reducing perceived social pressure to drink and supporting healthy choices. The SNAPPY project sought to assess the feasibility and efficacy of implementing this approach in a high school setting. Working in partnership with two communities, we conducted a baseline survey in the two high schools and analyzed the data to identify healthy majority behaviors and attitudes related to alcohol use, particularly those with large misperceptions. We then implemented a school-based media campaign to educate students about actual drinking behavior and attitudes among their peers. Follow-up surveys were conducted in years 2 and 3 to assess exposure to the campaign and changes in perceptions and behavior. The presentation will include an overview of the campaign and data collection procedures followed by results from the outcome analyses. The session will conclude with a discussion of several implementation and analysis challenges encountered during this project along with recommended solutions.

Learning Objectives: At the conclusion of the session, participants will be able to

• Articulate the theory and rationale underlying a social norms marketing approach to alcohol prevention
• List the key findings from the SNAPPY study
• Describe lessons learned about implementing and evaluating a social norms marketing campaign in a high school setting.

Keywords: Binge Drinking, Adolescents

Related Web page: www2.edc.org/snappy/

Presenting author's disclosure statement:

Not Answered