Many universities across the country are applying social norming strategies to address a bunch of non-normative, unhealthy behaviors like smoking and tobacco use as well as high-risk drinking, unsafe sex, violence, and social justice issues such as racism and homophobia.

Social norming was first developed and applied primarily to alcohol prevention on college campuses. Studies find that while most college students drink moderately, if at all, many of these same students estimate that their friends get wasted all the time. The goal is to combat this misperception by advertising the true and healthier norms.

Social norms marketing is an innovative way to educate people about the health behaviors practiced by the majority of the public. Instead of using marketing to sell a product, you use marketing to "sell" a change in behavior, attitude, or environment.

Want to know more than just the basics? Check out the National Social Norms Resource Center at www.socialnorm.org.

Where Do the Misperceptions Come From?

A 4-Step Social Norming Plan

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