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Report on a social norm intervention at a South Australian university
Author(s) -
Walker Karen
Publication year - 2002
Publication title -
health promotion journal of australia
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.515
H-Index - 32
eISSN - 2201-1617
pISSN - 1036-1073
DOI - 10.1071/he02211
Subject(s) - population health , norm (philosophy) , public health , health economics , intervention (counseling) , community health , political science , socioeconomics , medicine , sociology , nursing , law
Issues addressed The false beliefs of university students concerning the drug and alcohol use of their student peers. Methods The development and implementation of a Social Norm Marketing project at a university in South Australia targeting the false beliefs of students (established by use of a prior survey) through the use of positive, normative messages using a number of marketing approaches. Results Inconclusive Conclusions Social norm marketing strategies require multiple levels of attack for the messages to be believed. So what? As a strategy for targeting ‘risk taking’ behaviour associated with alcohol and other drugs of tertiary students in the US it is being seen as highly successful. It is worthy of further development and exploration in the Australian tertiary sector as a health prevention strategy.