Telling It Like It Is: Using Social Norms Marketing Campaigns to Reduce Student Drinking [archived]

This article reprint discusses the history of social norms marketing campaigns and the early evidence of their effectiveness. It also examines the implication of such campaigns on college administrators and how use of the term "binge drinking" damages student drinking norms. Reprinted with permission from the December 1999 issue of AAHE Bulletin, pp. 11-13, 16, published by the American Association for Higher Education, Washington, D.C.