Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign

Abstract

This research evaluated the efficacy of a high-intensity social norms media marketing campaign aimed at correcting normative misperceptions and reducing the prevalence of drinking and driving among 21-to-34-year-olds in Montana. A quasi-experimental design was used, such that regions of Montana were assigned to one of three experimental groups: social norms media marketing campaign, buffer, and control. Four random samples of Montanans between the ages of 21 and 34 were assessed at four time points over 18 months via phone surveys. Findings suggest that the social norms media campaign was successful at exposing the targeted population to social norms messages in the counties within the intervention region. Moreover, results demonstrate the campaign reduced normative misperceptions, increased use of designated drivers, and decreased drinking and driving among those young adults in counties within the intervention region. Social norms media marketing can be effective at changing drinking-related behaviors at the population level. This research provides a model for utilizing social norms media marketing to address other behaviors related to public health.

Perceived Peer Safer Sex Norms and Sexual Risk Behaviors Among Substance-Using Latino Adolescents

“…Additionally, the use of social media campaigns emphasizing safer sexual practices that are specifically created for Latino youth may be an effective tool for promoting perceived norms supporting such behaviors. The latter strategy has been effective at reducing heavy alcohol use among college students (Moreira, Smith, & Foxcroft, 2009;Perkins et al, 2010) and may be an effective mechanism for reaching Latino youth, especially those who engage in substance use, as they may be less willing to take part in intervention programs. Also consistent with prior research among other minority adolescents, reports of consistent condom use in this sample of Latino adolescents (overall, 53% reported using condoms consistently) were consistent with prior studies conducted among Latino/Hispanic youth and young adults .…”

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Social Welfare and Behavioral Public Policies

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