William DeJong, PhD Boston University School of Public Health Youth Alcohol Prevention Center

1. Talking to Adults about Underage DrinkingUsing the Retail Environment for a Social Marketing Campaign William DeJong, PhD Boston University School of Public Health Youth Alcohol Prevention Center Responsible Retailing Forum Social Sources April 18, 2006

2. Social Norms • People hold beliefs about the behavior that is expected of them in particular social contexts (injunctive norms) • These beliefs are partly based on information about others’ behavior (descriptive norms) • Perceptions of social norms are often a goodpredictor of actual behavior

3. Misperception of Student Drinking Norms Students have exaggerated views of how much other students drink Students perceive greater normative expectations to drink

4. Social Norms Marketing (SNM) Campaign Use Campus-Based Media to Correct the Misperception Decrease in perceived normative expectations to drink Decrease in alcohol consumption

5. Social Norms Marketing Campaign Posters Newspaper Ads Emails Group Trainings Contests Awareness of Message  Acceptance of Message  More Accurate Perception of Peer Drinking Reduction in Perceived Normative Expectations to Drink Increase in Behavioral Intentions to Reduce Alcohol Consumption Reduction in Alcohol- Related Problems DUI Unsafe Sex Assaults Date Rape Property Damage Academic Problems Injuries Reduction in Alcohol Consumption

7. Social Norms MarketingResearch Project 18 US colleges and universities Randomized assignment Treatment (with SNM campaign) Control (no intervention)

8. Study Timeline: Cohort A Year 1 (1999-00) Year 2 (2000-01) Year 3 (2001-02) Year 4 (2002-03) Year 5+ (2003-04) All Schools Survey of College Alcohol Norms and Behavior Contextual data collection Experimental Schools (9) Just the Facts Implementation Control Schools (9) Just the Facts Implementation

9. Findings Having a SNM campaign was significantly associated with lower drinking levels: Composite drinking scale Recent maximum consumption BAC for that episode Drinks when partying Drinks per week

10. Greatest number of drinks on one occasion in past two weeks Outcome Variable 3.57 (4.57) Treatment Group 3.95 (4.86) 3.44 (4.39) Control Group 4.30 (5.17) 2000 n=1,515 M (SD) 2003 n=1,536 M (SD) 2000 n=1,406 M (SD) 2003 n=1,365 M (SD) BAC for greatest number of drinks on one occasion in past two weeks .0830(.0979) .0859(.1023) .0804(.0911) .0945(.1072) Drinks when students party 3.30(3.34) 3.57(3.48) 3.20(3.26) 3.85(3.70) Drinks per week 4.67(7.92) 4.62(8.00) 4.61(7.93) 5.24(8.43)

11. Parenting Norms Do parents misperceive the social norms in their community? * * * If so, could a social norms marketing campaign increase health-protective parenting practices?

12. Parent SurveyMontana Social Norms Project • Mailed survey to a randomly selected sample of Montana households with at least one child age 12-17 • Confidential responses • Results reported for 787 surveys (response rate = 27%)

13. Perception of Norms • Always know when their teenage children do not come home on time • Self: 86% • Typical Montana Parent: 6% • Always know where their teenage children are and whom they are with • Self: 57% • Typical Montana Parent: 1%

14. Perception of Norms • Extremely concerned if their teenage children skipped school 1-2 times during semester • Self: 60% • Typical Montana Parent: 15% • During the past 30 days, talked with their teenage children about family alcohol rules • Self: 57% • Typical Montana Parent: 38%

15. The Retail EnvironmentA Venue for Social Norms Messages • Do parents and other adults misperceive social norms regarding: • not purchasing alcohol for minors? • not furnishing alcohol to minors at home? • If so, could an effective social norms marketing campaign directed to the general public be mounted through retail outlets?

16. America’s Parents Support the Legal Drinking Age We Support America’s Parents Have you told your teenage children that you support the age 21 drinking law? Most Parents Do…and It Works!

17. America’s Parents Support the Legal Drinking Age We Support America’s Parents Do you hold your teenage children to a strict curfew? Most Parents Do…and It Works! Do you have your teenage children check in to tell you where they are? Do you spend a lot of family time with your teenage children? Do you have strict family rules to prohibit your teenage children from drinking?

18. Elementary vs. Middle School • Elementary School • Small, neighborhood school • Active PTA involvement • Play dates • Middle School • Larger, impersonal school • Less parental involvement at school • Children’s growing independence • Unclear social norms Parents Drop Outof the Picture 

19. Create Community-Based Parent Networks • Parents of middle school and high school students sign a pledge: • Not to serve alcohol to minors • To communicate with one another when a party is being held • Use local media to reinforce the pledge

20. Media Channels • School messages brought home • Email messages • Earned Media • Press events • Editorial support • Letters to the editor • Parent network website

21. Retail Environment • Local advertising • Window signs • In-store displays • Point-of-sale reminders • Other media channels: • Stickers on products (after sale) • Bags • Receipts

22. Conclusions • Social norms campaigns hold promise for reinforcing or even increasing the positive choices being made by the majority • Further research on the value (and limits) of this approach is warranted