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ERIC Number: EJ871143
Record Type: Journal
Publication Date: 2010
Pages: 9
Abstractor: As Provided
Reference Count: 27
ISSN: ISSN-1932-5037
Social Norms Tactics to Promote a Campus Alcohol Coalition
Vinci, Debra M.; Philen, Robert C.; Walch, Susan E.; Kennedy, Rebecca; Harrell, Mica; Rime, Carla; Matthews, Jaclyn
American Journal of Health Education, v41 n1 p29-37 Jan-Feb 2010
Background: Social norms posters usually contain a normative message, branding, campaign tagline and sponsoring coalition/contact information. There are limited data on which campaign components promote recognition of Campus Alcohol Coalitions (CAC). Purpose: To determine the most effective media channels/incentives to promote recognition of CAC and if time exposed to social norms campaign influenced students' recognition of CAC. Methods: A quasi-experimental, time-series design was used with stratified random assignment of 21 residence units to one of three intervention groups and assessment of awareness of CAC at four phases. A sample of 838 campus residents completed intercept interviews across four time phases and three residence groups. Results: After introduction of campaign materials, the percentage of students reporting awareness of CAC increased significantly from 25% to 77% and remained high across the later three study phases. Posters/flyers were identified as the major source of CAC information across all phases of campaign. Discussion: With limited budgets, it is important to identify cost-saving measures during the implementation of a social norms campaign while providing evidenced-based intervention strategies to address underage/high-risk drinking. Translation to Health Education Practice: Students' awareness of CAC can be effectively promoted via social norms campaigns especially through posters/flyers. (Contains 4 tables and 1 figure.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A