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Campaign Objective: To Develop Creative Messages That Combine Positive Campus Alcohol Norms With Other Positive Student Norms. Campaign Strategy: Reinforce.

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Presentation on theme: "Campaign Objective: To Develop Creative Messages That Combine Positive Campus Alcohol Norms With Other Positive Student Norms. Campaign Strategy: Reinforce."— Presentation transcript:

1 Campaign Objective: To Develop Creative Messages That Combine Positive Campus Alcohol Norms With Other Positive Student Norms. Campaign Strategy: Reinforce Positive Protective Behaviors, e.g. Avoiding Drinking Games, Using a Designated Driver, etc., with Messages Highlighting:  Academic Achievement  Individual Fitness  Community Involvement  Financial Responsibility Year-One Creative Campaign Concept: “Celebrating University’s Strengths” National Social Norms Resource Center Grant

2 Campaign Objective: To Develop Creative Messages That Highlight the 0-4 Drinking Norm in a Tone That is Fun, Energetic, and ‘In Your Face’ Campaign Strategy:  Highlight Non-Offensive Stereotypes of FSU Students  Challenge Audience to Reconsider Their Opinion of a ‘Typical Student’  Reinforce Norm That ‘Typical Students’ have 0-4 Drinks When They Party  Reinforce Positive Protective Behaviors, e.g. Avoiding Drinking Games, Using a Designated Driver, etc. Year-Two Creative Campaign Concept: “Typical Student” National Social Norms Resource Center Grant

3 Campaign Objective: Use Humor to Highlight Student Drinking Norms in a Tone That Acknowledges Student Skepticism About Campaign Statistics Campaign Strategy:  Provide Subtle Reasons Why Campaign Statistics Are Credible  Reinforce Norm That Most Students Have 4 or Fewer Drinks When They Party or Do Not Drink At All  Reinforce Positive Protective Behaviors, e.g. Avoiding Drinking Games, Using a Designated Driver, etc. Year-Three Creative Campaign Concept: “Skeptical Bubble” National Social Norms Resource Center Grant

4 High-Risk Drinking Rates N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004) 13.8% Change

5 Days Drinking in the Past Month N = 1,350 (2002); N = 1,572 (2003) ; N = 1,322 (2004) 18.2% Change

6 N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004) High-Risk Drinking in the Past 2 Weeks

7 N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004) Driving After High-Risk Drinking

8 N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004) Protective Behaviors Protective behaviors include such things as pacing drinks to 1 or fewer per hour, avoiding drinking games, determining in advance not to exceed a certain number of drinks, etc.

9 0% 10% 20% 30% 40% 50% 60% 70% Use Designated Driver Eat Beforehand Keep Track of Drinks Avoid Drinking Games Protective Behaviors Percent of Students Use of Protective Behaviors

10 ‘Number Drinks Consumed ‘Last Time Partied/Socialized’ National Social Norms Resource Center Grant 2002 – 2004 NCHA Survey Results N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004)


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