Olivia R. Senn MPH, CHES The BACCHUS & GAMMA Peer Education Network National Conference on Tobacco or Health May 5, 2005 - Chicago, IL Power of Positive.

Olivia R. Senn MPH, CHES

The BACCHUS & GAMMA Peer Education Network

National Conference on Tobacco or Health

May 5, 2005 - Chicago, IL

Power of Positive Peer Pressure: Social Norm Marketing

Social Norm TheoryPro-Active Prevention

Most students are makingHEALTHY CHOICES

and haveHEALTHY ATTITUDES about pertinent life issues

Most Studentsdo notknow

they areMost Students

What’s the Catch?

Is the Industry to Blame for the Misperception?

Misperceptions andSocial 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 UniversityUniversity of MarylandUniversity of Hawaii-ManoaUniv. of Texas Pan AmericanGustavus Adolphus CollegeBowie State University

Training:Administration, Students

Project Timeline: 5 Years

Survey:BACCHUS Tobacco Survey

Budget:TrainingSurveyMarketing MaterialsAdvertising

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

72

73

74

75

76

77

78

79

80

81

82

2001 2002 2003 2004

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

76

78

80

82

84

86

88

90

2001 2002 2003 2004

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

86

87

88

89

90

91

92

93

94

2001 2002 2003 2004

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

70

75

80

85

90

95

100

2001 2002 2003 2004

2003-2004 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

www.bacchusgamma.org

www.socialnorms.org

Olivia Senn, MPH, [email protected]

303-871-0901