1. Koreen Johannessen, MSW koreen@dakotacom.net Peggy Glider, Ph.D glider@health.arizona.edu Andrew J. Maghielse, BFA drewster@email.arizona.edu www.socialnorms.campushealth.net

10. Challenging College Alcohol Abuse (CCAA) 1994-1998 Social Norms Diversion Greek Leadership “Our Chapter, Our Choice” Environmental Management Change alcohol policies Increase enforcement Limit access and availability Homecoming Spring Break in Puerto Penasco

16. Findings: UA vs. National Core % had 5 or more drinks in one sitting in past 2 weeks

17. Findings: UA Alcohol Use

18. Findings: UA Frequency of Heavy Drinking

19. Findings: UA Consequences

20. Findings: UA Consequences (cont.)

21. (CCAA) 1999-2002 Special emphasis on 1st year students and sorority women Data collection change From multiple surveys and collection strategies to an annual in-class survey General campaign exposure level decreased Wildcat less visible while Student Union under construction Message, design, credibility, placement, distribution problems

22. Social Norms Changes Gender specific messages Habituation (4 or fewer and safety message) Market testing options more limited with fewer staff Focus on sorority women with sorority specific norms Focus on enhanced social norms exposure to freshman

35. Environmental Management Changes Advisory Committee Fewer meetings and less focus on collective responsibility for alcohol abuse prevention post CSAP Frequent turnover of key stakeholders Fewer resources for Homecoming and other celebration events Campus Community Coalition Fewer meetings and frequent turnover in attendees Hospitality and other subcommittees didn’t work AzIHE Network New grant energized collaborative planning and programming

39. Diversion More attention to those at highest risk Increase in diversion class hours Use motivational interviewing techniques with individuals on 2nd referral Add more personal feedback and other elements of BASICS within group setting No funding to measure change over time

42. Findings: UA vs. National Core % had 5 or more drinks in one sitting in past 2 weeks

43. Findings: UA Alcohol Use

44. Findings: UA Frequency of Heavy Drinking

45. Findings: UA Protective Behaviors

46. Findings: UA Protective Behaviors (cont.)

47. Findings: UA Consequences

48. Findings: UA Consequences (cont.)

49. CCAA Changes 2002-2005 Social Norms, Environmental Management, Cognitive Behavior Skills Training Multiple messages, and placement Shift from internal coalition activities to community action and collaboration BASICS, Motivational Interviewing, for fraternity pledges

50. Findings: UA vs. National Core % had 5 or more drinks in one sitting in past 2 weeks

51. Findings: UA Alcohol Use

52. Findings: UA Frequency of Heavy Drinking

53. Findings: UA Protective Behaviors

54. Findings: UA Protective Behaviors (cont.)

55. Findings: UA Consequences

56. Findings: UA Consequences (cont.)

69. Learnings Social Norms Diversify the message Efficient market testing is critical Source for information dissemination can change over time Credibility is a major issue

77. Learnings Media Look for low cost opportunities to repeat the message Multiple sources of distribution Design should Link campaign materials Capture attention Enhance credibility of information source

89. Learnings Diversion Shift from alcohol/drug education to cognitive restructuring, motivational interviewing, BASICS Integrate the norms Shift from group delivery to one on one with highest risk group Enhance referral process Increase opportunities for mass screening

90. Future Directions for Social Norms Targeted media with specific norms information for target groups Online misperception correction 2005 Project CHAT, Project SAFE – online screening, BASICS, increased referral

92. Future Directions for Data Analysis of sub populations with increased “n” size Investigate online opportunities for collecting data and additional norms Special populations Injunctive norms

93. Future Directions for Environmental Management Collaborations AzIHE Network and GOHS for college impaired driving initiative AzIHE Network and State Liquor Control for enhanced enforcement TPD on “Red Tagging” and party dispersal Underage Drinking Task Force on alcohol availability to minors Southern Arizona DUI Task Force: advertise “Body as a Container Law”; holiday and border deployments Campus/Community focus on Homecoming Extend reach of Student Code of Conduct for some off campus violations

94. Future Directions for Diversion Online alcohol screening Motivational interviewing training for medical personnel and faculty to enhance referral process Referral to BASICS or treatment

95. Koreen Johannessen, MSW koreen@dakotacom.net 520.906.7741 Peggy Glider, Ph.D glider@health.arizona.edu 520.621.5973 Andrew J. Maghielse, BFA drewster@email.arizona.edu 520.621.8027 www.socialnorms.campushealth.net