Olivia R. Senn MPH, CHES The BACCHUS & GAMMA Peer Education Network National Conference on Tobacco or Health May 5, Chicago, IL Power of Positive Peer Pressure: Social Norm Marketing

Social Norm Theory Pro-Active Prevention Most students are making HEALTHY CHOICES and have HEALTHY ATTITUDES about pertinent life issues

Most Students do not know they are Most Students What’s the Catch?

Is the Industry to Blame for the Misperception?

Misperceptions and Social Norms Theory “This theory holds that if students perceive something to be the norm, they tend to alter their behavior to fit that norm, even if it isn’t reality. So if students think heavy drinking is normal, they’ll drink more. If they think responsible drinking is normal, they’ll drink more responsibly.” - Michael Haines, NIU

Social Norms Tobacco Project BACCHUS & CDC Focus Area: Reduce Tobacco Use Among College Students Participants: Oswego State University University of Maryland University of Hawaii-Manoa Univ. of Texas Pan American Gustavus Adolphus College Bowie State University Training: Administration, Students Project Timeline: 5 Years Survey: BACCHUS Tobacco Survey Budget: Training Survey Marketing Materials Advertising

CDC Tobacco Framework Prevent Initiation of Tobacco Use Eliminate Secondhand Smoke Promote Cessation Eliminate Disparities

Prevent Initiation of Tobacco Use Most students choose not to smoke. Distributed in August/September Promotions items (highlighters with logo and statistic) are distributed at Orientation/ Academic Advising 500 Posters 500 Highlighters Print Ads for campus publications

% of students who reported NOT smoking in the last 30 days

Eliminate Secondhand Smoke Most students prefer to socialize in a smoke-free environment Distributed in November to support task force and policy change initiatives on campus Promotional items: Frisbees with the logo and statistics, coasters, window decals

% who said they would prefer a smoke-free environment

Promote Cessation All things being equal, most students would rather date a non-smoker. Distributed in January/February Often in conjunction with Valentine’s Day Promotional items: candy mints with logo and statistics, bendies, quit kits

Promote Cessation

% who said they would prefer to date a non-smoker

Promote Cessation Most students would support a friend who wants to quit smoking. Distributed in March to encourage cessation at the end of the year or for graduation. Promotional Items: Frisbees, quit kits, stress dollars

% who said they would support a friend who wants to quit smoking

Data 23% began smoking during college years 55% say it is unlikely that they will be smoking one year from now 70% say it is unlikely that they will be smoking after graduating from college 43% of smokers say they have made one or more serious attempts to quit

Lessons learned while working with Campuses Be prepared for cessation opportunities Educate faculty and other allies about project Student involvement; message, distribution Document what is happening on campus Work with community organizations; ACS, ALA Improve data collection of college students’ tobacco use

The North American Conference on the Social Norms Approach July 13-15, 2005 Toronto Marriott Downtown- Eaton Centre

Olivia Senn, MPH, CHES