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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
jennifer a. bauerle, MEd, Office of Health Promotion, Student Health, University of Virginia, 400 Brandon Avenue, Charlottesville, VA 22908, James Turner, MD, Department of Student Health, University of Virginia, 400 Brandon Avenue, Charlottesville, VA 22908, and Cynthia B. Burwell, EdD, Office of Health Promotion, Student Health, Univeristy of Virginia, 400 Brandon Avenue, Charlottesville, VA 22908, 434/924-1509, bauerle@virginia.edu.
Social norms marketing has been successfully used to reduce high risk drinking among undergraduates. It emphasizes the healthy, normative behaviors of a population. This presentation is a step by step guide of how to implement a social norms marketing program on the college campus. Results will be shared from a three-year campaign at the University of Virginia.
The social norms marketing program at the University of Virginia (UVa) contains several components. These include data collection, the intervention and the program evaluation. The data collection consists of a random sample survey administered to the UVa undergraduate population in the spring of each year. Other methods of data collection include intercept interviews and focus groups. The intervention is an eight poster series and the evaluation takes the form of formative and summative.
What is social norms marketing theory? College students misperceive drinking norms. They overestimate the prevalence of heavy drinking. By correcting the misperceptions and highlighting the actual norms, the heavy drinking rate declines.
Why do social norms marketing? Deals with target audience where they are now and where they want to go. Embraces a positive approach to issues
What is social marketing? The application of marketing principles and techniques to advance a social cause or behavior. A consumer-oriented approach, which focuses on audience research.
Section IV: Steps to Social Norms Marketing I: Initial Planning II: Planning Research III: Strategy Formation IV: Program Implementation V: Tracking & Evaluation
Learning Objectives:
Keywords: Binge Drinking, College Students
Related Web page: www.virginia.edu/studenthealth/hp/norms
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: University of Virginia Social Norms Marketing Program
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.