A Practical Guide to Alcohol Abuse Prevention: A Campus Case Study in Implementing Social Norms and Environmental Management App

This guide from the University of Arizona (UA) describes a four-year project that brought about a 29.2 percent decrease in heavy drinking at that campus. It looks at the theories behind the approach, the application of social norms and environmental management approaches at UA, measuring outcomes, the cost of UA’s print media social norms campaign, factors that sustain efforts over time, and challenges to the field. Gives practical steps for the development of a social norms media campaign, including the selection of format, placement, and design; production of pilot ads (what worked and what didn’t); use of market tests; and implementation of the campaign.