olivia r. senn mph, ches the bacchus & gamma peer education network national conference on...
TRANSCRIPT
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
