What is a Social Norms program?
Until recently, the most popular way to stop teens from using AOD was to highlight risk. This is sometimes called “the scare tactic approach.” This method essentially hopes to frighten individuals into positive change by focusing on the negative consequences of using. Think of the image of a wrecked car, flashing red lights, and the tag line “Speed kills!” and you will have a sense of this kind of public health campaign. However, research has shown that this strategy does not change behavior. Survey research on college campuses reveals that most students believe everyone, except themselves, drinks often and to excess. In reality, most people drink moderately or not at all. Correcting such misperceptions reduces heavy drinking and related harm. Essentially, the social norms approach uses a variety of methods to correct negative misperceptions (usually overestimations of use), and to identify, model, and promote the healthy, protective behaviors that are the actual norm in a given popula
