A Practical Guide to Alcohol Abuse Prevention: A Campus Case Study in Implementing Social Norms and Environmental Management Approaches

By Koreen Johannessen, Carolyn Collins, Beverly Mills-Novoa, and Peggy Glider

This guide from the University of Arizona (UA) describes a four-year project that brought about a 29.2 percent decrease in heavy drinking at that campus. It looks at the theories behind the approach, the application of social norms and environmental management approaches at UA, measuring outcomes, the cost of UAís print media social norms campaign, factors that sustain efforts over time, and challenges to the field. Gives practical steps for the development of a social norms media campaign, including the selection of format, placement, and design; production of pilot ads (what worked and what didnít); use of market tests; and implementation of the campaign.

Published by: Higher Education Center for Alcohol and Other Drug Abuse and Violence Prevention Order Info

Price: Free
SKU: HEC 909
(38 pp.)