Social Norms Program

Caldwell College was awarded an Alcohol Social Norms Grant in the amount of $12,000 from the New Jersey Higher Education Consortium. The source of funding for this project is a Block Grant for Prevention and Treatment of Substance Abuse from the U.S. Department of Health and Human Services. Sister Deborah Lynch, OP, Counselor in the Student Development Center, was responsible for submitting the grant application and has been named Project Director for the grant. She will be working closely with Sandy Rock, Director of Substance Awareness, in implementing the grant’s requirements.

The grant requires that the campus initiate a Social Norms Campaign in an effort to positively impact the drinking behaviors of college students. The premise of the social norms approach is that students base their own drinking behaviors on what they perceive to be the drinking behaviors of their peers. Students typically believe that their existing attitudes and/or behaviors differ from their peers when, in fact, they do not. The effect of these misperceptions causes individuals to adjust their own behavior and attitudes to the perceived norms on their campus. In order to fit in socially and be accepted by their peers, students rationalize their problem behavior and suppress their healthy behavior.

Here are some examples of the work that has been done for the grant.

Extensive research on social norms suggests that most college students overestimate the alcohol use among their peers. This belief results in most moderate or light drinkers consuming more alcohol; non-users begin the process of drinking alcohol; and heavy drinkers justify their drinking behavior. When students use their false beliefs and incorrect perceptions about alcohol consumption as the basis to conform to the perceived norms, it creates a campus drinking culture that is self-perpetuating and mutually reinforcing.

Through the Social Norms Campaign, the Substance Awareness and Counseling Offices will attempt to disseminate information to the student body, faculty, and staff about students’ actual drinking behaviors. The results of the 2004 Core Survey of 120 students (consisting of a mixed student population) will be the foundation for this 2005-2006 comprehensive media campaign. The aim is to repeatedly expose students to the positive drinking data represented by the majority of Caldwell College students, thus moving from an education-based alcohol abuse prevention program to an environmentally-based approach. To support and enhance the impact of the Social Norms Media Campaign, normative messages will be displayed in such forms as posters, bulletin boards, flyers and leaflets, newsletter ads, mouse pads and screen savers. Student participation will include focus groups, interviews, contests and alternative alcohol-free social events and recreational activities.

The effectiveness of the College’s Social Norms Campaign will be evaluated by students through random surveys, focus groups, and individual interviews during the fall and spring semesters, and by re-administering the Core Survey during the spring semester. Additionally, the Substance Awareness and Counseling Offices will initiate a campus-wide Alcohol Prevention Task Force involving participants from all sectors of campus life who will monitor the implementation of the Social Norms project. All activities funded by this grant will need to be completed by June 30, 2006.

The Social Norms Campaign is a first-time venture for the Student Development Center and it welcomes the support of the campus community in promoting healthy attitudes and behaviors among Caldwell College’s students. This Campaign promises to further the College’s mission of fostering our students’ academic and personal development and encouraging student success.