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The purpose of this study is to (a) outline the formative steps that universities can follow to determine if a media campaign based on the social norms approach (SNA) is a viable method for increasing COVID-19 prevention behaviors among their students, (b) present formative research data collected at a large public land-grant university in the U.S., and (c) as a test case, apply that data to assess the SNA's viability for promoting COVID-19 prevention behaviors among students at that institution. Over time, a series of fast-track surveys were conducted to determine the descriptive and injunctive norms for four COVID-19 prevention strategies: wearing a mask in public, physical distancing, limiting the size of indoor gatherings, and receiving or planning to get a vaccination. The results demonstrated that, at this particular university, an SNA-based public communications campaign would be a promising strategy for promoting these protective behaviors. First, a clear majority of the survey respondents reported engaging in the behaviors. Second, the respondents perceived the behaviors to be less common than was actually the case, with one exception: wearing a mask. In all four cases, they perceived the behaviors to be less approved of than what the surveys documented.

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OBJECTIVE: Evaluate effectiveness of a university-wide social norms marketing campaign to reduce high-risk drinking and its consequences among students at MSU. Participants: Campaign messages regarding descriptive and injunctive norms were distributed campus-wide from 2001 to 2014 to correct norm misperceptions. Methods: Random samples of students surveyed most semesters to monitor message saturation, dosage, and believability along with drinking attitudes, behaviors and harm related to celebratory events. NCHA conducted biennially since 2000 to assess overall progress. Results: Perceived drinking norms declined along with measures of actual drinking intensity, frequency, and frequency of intense drinking. Use of protective behaviors most often addressed in campaign messages increased while driving after drinking declined. Importantly, reported adverse effects of drinking on academic performance declined substantially. Conclusions: The evidence suggests the social norms approach has been effective at reducing adverse academic outcomes of drinking. Changes in perceptions, attitudes, behaviors and outcomes appear to be continuing.

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Social norms campaigns, which are based on correcting misperceptions of alcohol consumption, have frequently been applied to reduce college students' alcohol consumption. This study examined estimation and accuracy of normative perceptions for students during everyday drinking occasions. Students who reported having 4 or fewer drinks underestimated the percentage of other students who had 4 or fewer drinks, while those who drank 5 or more drinks overestimated the percentage of other students who had 5 or more drinks. Believability of advertisements featured in social norms campaigns also played a crucial role in this process. Those who believed the ad more closely estimated alcohol consumption by their peers while ad believability moderated the relation between drinking behaviors and accuracy.

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The theory of planned behavior and the social norms approach both stress the important influence that normative perceptions have on behavioral intentions and behavior. These 2 approaches were used to examine the behavioral intention to limit drinking to 0 to 4 drinks. Further, this study examined whether perception of subjective norms, university- and U.S.-level descriptive norms, and university- and U.S.-level injunctive norms represented separate dimensions for this behavioral intention. A representative sample of 1,100 undergraduate students completed a Web-based survey. The results confirmed that the 5 types of norms were all unique constructs and showed that individuals' intentions to limit their alcohol consumption to 0 to 4 drinks were predicted by positive attitudes, perceived behavioral control, subjective norms, U.S. descriptive norms, and U.S. injunctive norms. Subjective norms also moderated the relationship between perceived behavioral control and behavioral intention. University descriptive norms served as a moderator between attitudes and behavioral intentions and between perceived behavioral control and behavioral intentions. This study has important implications for norms-based theories and campaigns.

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UNLABELLED: The B.R.A.D. Birthday Card initiative was started on the campus of Michigan State University (MSU) in April 1999. MSU administrators send the safe-drinking 21st birthday card (B.R.A.D.) and laminated wallet card to students shortly before their 21st birthday. OBJECTIVE: To evaluate the effectiveness of the 21st birthday card, MSU and B.R.A.D., Inc, applied for and were awarded a 2-year US Department of Education grant in 2001. PARTICIPANTS: The authors surveyed 1,731 students within 2 weeks of their 21st birthday. METHODS: Of all students turning 21 years old during the study, the authors randomly selected students for each group. A control group received no card. All others received the standard B.R.A.D. card or a gender-tailored message card. RESULTS: Key findings include: 74% of students saved part of the card, 65% shared the card with family or friends, 22% reported thinking about the card during their celebration, 12% reported drinking less because of the card, 15% reported learning something new about alcohol poisoning, and 98% believed that MSU and B.R.A.D. should continue sending cards to students. CONCLUSIONS: Receiving, reading, and recalling the content of the B.R.A.D. card appears to reduce the total number of drinks a celebrant consumes.

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