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

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

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

High-Risk Drinking Rates 2002-2004

50.60%

46.30%43.60%

20.00%

40.00%

60.00%

NCH A Criteria

2002

2003

2004

N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004)

13.8% Change02 - 04

Days Drinking in the Past Month

N = 1,350 (2002); N = 1,572 (2003) ; N = 1,322 (2004)

60.0%

50.0%

59.0%

10.0%

30.0%

50.0%

70.0%

% Reported Drinking Five (5) Times or Less

2002

2003

2004

22.0%

25.0%26.0%

10.0%

20.0%

30.0%

% Reported DrinkingZero (0) Times

2002

2003

2004

18.2% Change02 - 04

N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004)

High-Risk Drinking in the Past 2 Weeks

46.0%

43.0%42.0%

20.0%

30.0%

40.0%

50.0%

% Reported At Least One (1)Episode of High-Risk Drinking

2002

2003

2004

N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004)

Driving After High-Risk Drinking

83.0% 84.0%

86.0%

20.0%

40.0%

60.0%

80.0%

100.0%

% Reported They Did Not DriveAfter Having 5 or More Drinks In

One Sitting

2002

2003

2004

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.

81.0% 79.0%

92.0%

20.0%

40.0%

60.0%

80.0%

100.0%

% R eported They Alw ays or Usually Engage in at Least O ne Protective

Behavior W hen Drinking

2002

2003

2004

0%10%20%30%40%50%60%70%

Use D

esig

nated

Driver

Eat

Before

hand

Keep T

rack

of Drin

ks

Avoid

Drin

king

Games

Protective Behaviors

Per

cen

t o

f S

tud

ents

2002

2003

2004

Use of Protective Behaviors 2002-2004

‘Number Drinks Consumed ‘Last Time Partied/Socialized’

National Social Norms Resource Center Grant2002 – 2004 NCHA Survey Results

26.2

67.3

1.0 1.10.9

24.2

31.6

74.872.8

0

10

20

30

4050

60

70

80

2002:Zero

2003:Zero

2004:Zero

2002:1-4

2003:1-4

2004:1-4

2002:5+

2003:5+

2004:5+

17.3 20.9 20.9

32.1 33.435.5

50.645.7 43.6

0

10

20

30

40

50

60

2002:

Zero

2003:

Zero

2004:

Zero

2002:

1-4

2003:

1-4

2004:

1-4

2002:

5+

2003:

5+

2004:

5+

Actual Perceived

N = 1,350 (2002); N = 1,572 (2003); N = 1,322 (2004)