Social Norms Tactics to Promote a Campus Alcohol Coalition

Abstract

Background: Social norms posters usually contain a normative message, branding, campaign tagline and sponsoring coalition/contact information. There are limited data on which campaign components promote recognition of Campus Alcohol Coalitions (CAC). Purpose: To determine the most effective media channels/incentives to promote recognition of CAC and if time exposed to social norms campaign influenced students' recognition of CAC. Methods: A quasi-experimental, time-series design was used with stratified random assignment of 21 residence units to one of three intervention groups and assessment of awareness of CAC at four phases. A sample of 838 campus residents completed intercept interviews across four time phases and three residence groups. Results: After introduction of campaign materials, the percentage of students reporting awareness of CAC increased significantly from 25% to 77% and remained high across the later three study phases. Posters/flyers were identified as the major source of CAC information across all phases of campaign. Discussion: With limited budgets, it is important to identify cost-saving measures during the implementation of a social norms campaign while providing evidenced-based intervention strategies to address underage/high-risk drinking. Translation to Health Education Practice: Students' awareness of CAC can be effectively promoted via social norms campaigns especially through posters/flyers.