PERCEPTIONS ARE REALITY! CHANGE . . .Perceptions are Reality! Change Perceptions and Change Drinking Behaviors!
Social norms campaigns have been used at the college level to reduce heavy drinking for over a decade, but only recently has this strategy become popular with students in 6th – 12th grade. This workshop highlights a five year middle and high school social norms campaign strategy that has reduced perceptions of drinking and subsequently 30 day drinking among middle and high school teens. Participants will learn the foundation of social norms marketing and understand the idiosyncrasies involved in utilizing this strategy on middle and high school campuses.
It is human nature to overestimate negative behaviors and underestimate healthy behaviors. But what if the perception of drinking behaviors is much higher, 70% higher, than actual drinking behaviors, among teens in a high school? Teens that believe everyone is drinking are more likely to drink when faced with the opportunity. The presentation will walk the audience through the implementation of a five year social norms campaign that has decreased perceptions and rates of 30 day drinking behaviors in four high schools and four middle schools. Campaign design and implementation will be discussed as well as the nuances important to consider when working within a grade 6-12 setting. Northwest Alcohol Conference
