Social Norms

Social norms marketing is a population level evidence-based approach. Several projects in western Massachusetts have implemented successful social norms campaigns. The idea is that many people incorrectly perceive the normative behavior. Through measuring, then promoting the correct information, people adjust their behavior to more closely meet the norm.
 

Resources

The National Social Norms Insitute is a great place to start learning about social norms

The Higher Education Center provides valuable information for college campuses considering a social norms approach to reduce underage drinking the harm associated with it.

Several local substance abuse prevention coalitions have used the social norms approach. The application of social norms has historically been used on college campuses, and more recently, in community prevention settings.