Reducing high risk drinking using a social norms methodology

Social norms marketing has been successfully used to reduce high risk drinking among myriad populations. 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. Results will be shared from a seven-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?

1. An intended population misperceives drinking norms. They overestimate the prevalence of heavy drinking.

2. By correcting the misperceptions and highlighting the actual norms, the heavy drinking rate declines.

Why do social norms marketing?

1. Deals with target audience where they are now and where they want to go

2. Embraces a positive approach to issues

What is social marketing?

1. The application of marketing principles and techniques to advance a social cause or behavior.

2. A consumer-oriented approach, which focuses on audience research.

Five Step Social Norms Marketing Model

1. Initial Planning 2. Planning Research 3. Strategy Formation 4. Program Implementation 5. Tracking & Evaluation