Recently, Sacred Heart University embraced the social norming approach to combat underage drinking among college students. Social norming aims to shift behavior by conveying socially “normal” attitudes and opinions through positive marketing campaigns.

Janice Kessler, Sacred Heart University's alcohol and other drug coordinator explains social norming as a way to correct the misperceptions of our students and positively impact their behavior and attitudes.

“On a national level, 76% of students are moderate or non-drinkers, but most students would perceive that the majority of students—their peers—are binge drinkers. We want to challenge students' misperceptions with the data; with the reality,” she said.

“Most students will often behave based on their perceptions of what their peers are doing. So if you perceive that your peers go out four nights a week, you will likely go out four nights a week. When our students understand that most students actually frown upon their peers who drink excessively, hopefully, they will realize that this type of behavior is not normal and will not feel the pressure to drink excessively,” she continued.

The strategies for the social norming approach include a focus on building upon the healthy behaviors, attitudes and choices that most students engage in, while challenging students' misperceptions about high risk behavior. In addition to reducing high risk behavior among students, these strategies have proven effective in fostering campus connection and retention. To become a member of the campus community Alcohol and other Drug Prevention Coalition or for more information about this project, contact Janice Kessler, alcohol and other drug coordinator at Sacred Heart University at 203-371-7955.

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