Have you seen our posters publicizing the fact that most UNCW students have 0 to 5 drinks when they party? These posters are an example of our social norms marketing campaign.

The social norms approach of reducing students binge drinking, developed by Alan Berkowitz, PhD. and used widely around the country, seeks to correct students’ misperception of alcohol use by their fellow students. Typically, students mistakenly believe that other students are drinking more than is actually the case. As a result, according to the social norms theory, the typical student drinks more than he/she might otherwise in order to meet this “perceived norm.” UNCW collects student data in two areas: 1) how much students believe that other students drink, and 2) how much students report drinking themselves. Then, as part of our overall efforts to reduce binge drinking among students, we use this collected data to more accurately portray the "true norm" of drinking.

Urban Legend Postcards:

• Spider

N The Know Campaign:

• Most UNCW have 0 to 5 Drinks When They Party
• 83% of UNCW Students Have NOT Driven Under the Influence

Click below to see some examples of our Social Norms Campaign: