Contact:
Michael Haines, Director
National Social Norms Resource Center
815.753-9745

SIX LEADING UNIVERSITIES REPORT DECREASES IN HIGH-RISK DRINKING, REDUCED NEGATIVE CONSEQUENCES AND MORE ACCURATE PEER PERCEPTIONS AS RESULT OF MULTI-YEAR SOCIAL NORMS INTERVENTIONS

DeKalb, IL (August 4, 2005)— In a teleconference/web-conference today hosted by the National Social Norms Resource Center, representatives for California State University, Fresno, Florida State University, Michigan State University, Virginia Commonwealth University, Georgetown University and the University of Virginia reported that the social norms approach is effectively discrediting the perceptions students have about their peers' actual alcohol intake and in turn, reducing high-risk drinking and negative consequences campus wide. The findings were originally released at this summer's 2005 National Social Norms Conference, held July 13-15 in Toronto, Canada.

Social norms methodology is a method of public health promotion based on communicating accurate information about the prevalence of healthy behavior in order to produce more healthy behavior.

"The positive findings that we are seeing from these top institutions show that the social norms approach protects students and makes campuses safer," said Michael Haines, Director of the National Social Norms Resource Center. "At this critical time when students are heading back to school, it is important for us to release these encouraging results. They show that not only are campus administrators noticing the difference, but more importantly, students have a more realistic view of their peers' actions when it comes to drinking. The real goal of the program is to show that by changing perceptions students become safer and healthier."

The teleconference reported the following findings:

Florida State University (Michael Smith, MPA, Director and Rick Howell, Project Manager, Florida Center for Prevention Research). In the last three years, administrators at Florida State University have seen a 23% increase in responsible drinking among their students. Since 2002, FSU has focused its social norms initiative in five areas - safety, education, healthy alternatives, law enforcement and social norms marketing and is now implementing its social norms program on other campus systems as well as community organizations.

Michigan State University (Dennis Martell, Ph.D., Health Education Services Coordinator). Since the implementation of the social norms approach, Michigan State University has had a 19% decrease in personal alcohol consumption by students resulting in a safer campus. Michigan State University has focused their multi-tiered approach on "everyday" norms as well as celebratory events including Tailgating, Halloween, St. Patrick's Day and Spring Break.

University of Virginia (James Turner, M.D., Executive Director, Student Health Center). The social norms marketing campaign at the University of Virginia, started in 1999, has resulted in an increase in correct perceptions and a decrease in negative consequences. After determining that drinks per week was a primitive predictor of negative consequences and that a more sensitive measurement was needed, the university modified its program to instead use estimated blood alcohol content (BAC) as its normative message. Thousands of BAC cards have been distributed, and students have access to BAC calculators on a Web site. Local bars and restaurants have also made BAC information available to students, while parents of new students are provided BAC cards during summer orientation. Additionally, BAC information has been incorporated into clinic and emergency room encounters when alcohol has contributed to a health problem.

University of Missouri, Columbia (Kim Dude, M.Ed., Director, Wellness Resource Center). The University of Missouri, Columbia's Wellness Center has implemented an extensive social norms intervention that incorporates all aspects of their students' environment - where they live, study, eat, socialize and learn. As a result of this program. The results of this program have shown a 25% increase in the number of students who used a designated driver, a 37% increase in students who did not drink Sunday through Thursday nights and a 21% decrease in the number of residence hall students who had driven under the influence of alcohol.

California State University, Fresno (Sam Gitchel, M.A., Social Norms Project Director, University Health and Psychological Services). California State University, Fresno's social norms program has resulted in a 9% overall reduction in alcohol consumption among men who consumed five or more drinks and a 16% increase in positive behaviors, such as setting limits and keeping track of alcohol consumption. The campus' program was implemented in January 2003, and since that time, there has been a 14% decline in students who overestimated the percentage of peers who consume alcohol.

Virginia Commonwealth University (Linda Hancock, Ph.D., Assistant Director, Office of Health Promotion). Virginia Commonwealth University recently transitioned from a commuter campus to a residential one, thus increasing the statistical potential for at-risk behaviors, including heavy drinking. While such a demographic shift would typically result in increased drinking rates of about 8%, drinking behavior at the university has remained steady between 2002 and 2004. This can be attributed to the school's social norms campaign, "VCU Students Are Healthier Than You Think."

Georgetown University (Patrick Kilcar, Director, Center for Personal Development). Georgetown University is currently developing a strong social norms program with students embracing the intervention. Qualitative data from focus groups conducted in April 2005 indicates that students find the social norms program to be very "student-oriented," "on their side," and appreciated the fact that "responsible behavior was encouraged rather than taking an anti-alcohol/finger wagging stance." The University anticipates positive results to be released this fall.