Quick. Try and guess how many students on your campus smoke. What do you think - 50, 60 or maybe even 70 percent? If you're like most college students, you'll probably overestimate, accepting smoking as the "norm." Not so!

Only about one-fourth to one-third of college students smoke. So the truth is…most college students do not participate in risky, unhealthy behaviors like smoking. So, smoking is NOT the norm. What can you do with this information? Social norm marketing!

Translation? Social norming is simply attacking the misperceptions that college students have by using positive, credible, norm-based data to inform students of the actual behavior patterns of their peers. Sound too good to be true? Read on.

Social Norming—What is it?

Where Do the Misperceptions Come From?

A 4-Step Social Norming Plan

How Tobacco Prevention and Control and Social Norms Work as a Team