Social Norms Marketing

Students for the It's on Us Campaign

Completely opposite of the usual “scare tactics approach,” the social norms approach aims to correct negative misperceptions most students have regarding behavior when it comes to alcohol use on the Sacred Heart University campus. SHU was the first college in the Northeast to receive a grant from the Connecticut Department of Transportation to implement a social norms campaign on our college campus. The goal of a social norms campaign is to correct student’s misperception of college drinking norms and promote healthy choices and behaviors.

Sacred Heart joins more than 30 colleges nationwide who have adopted the social norming approach to prevent alcohol and drug abuse. Through random confidential surveys, conducted on campus, statistical data has been collected and analyzed. The student driven #SHUJUSTTHEFACTS team disseminates this data through a social media campaign, special events, and posters displayed in the residence halls, and SHU TV monitors.

80% of SHU Students drink alcohol once a week or less 72% of SHU Students have a total of 0-4 drinks on a typical weekend night/day of drinking