If you're going to have any success with tobacco prevention and control on your campus, you are going to need a focus, and the CDC (Centers for Disease Control and Prevention) has four of them. Combine this plan with social norming and you're off and running. Here's an example of applying social norming to the CDC's four goals.

Goal One: Prevent Initiation of Use

For years, prevention efforts have been aimed at youth under the age of 18. They figured anyone who hadn't started by then wouldn't start. Unfortunately that trend isn't true today. Following the 1998 Master Settlement Agreement that banned tobacco companies from directly marketing to youth (under the age of 17), the industry set their sights on enticing college students to smoke or chew.

So what can you do to combat this trend? Social norms marketing. The true norm on campus and in most communities is that most students do not smoke. Use this information as your basic message and it may help to deter those who are considering starting to use tobacco.

Goal Two: Promote Cessation

While prevention is key for developing a tobacco-free campus, cessation also is important. Once again, you can use the social norms marketing model to reach out to smokers. Research shows that most adult smokers want to quit - as do most college students. When asked, many said they would like to quit by the time they graduate. Plus, most students would help a friend quit. Use this information! A social norming message that focuses on most smokers' desire to quit can be used to prompt quit attempts among smokers.

Goal Three: Eliminate Exposure to Secondhand Smoke

Many campuses have started to recognize the importance of creating smoke-free environments and advocates of such initiatives are always looking for ammunition. The true norm can be used to rally support from the majority of the campus community that does not smoke, may suffer from the dangers of secondhand smoke, and prefers to socialize in a smoke-free environment.

Goal Four: Eliminate Disparities Among Populations

Look at the data and you'll find distinct differences across various populations. The tobacco industry knows it and has heavily targeted these minority populations (i.e., ethnic groups, Greeks, women, GLBT students, and art students). Social norms marketing efforts can, in turn, target these sub-populations in a positive manner, by emphasizing the true norm and/or healthy attitudes.

Social Norming—What is it?

Where Do the Misperceptions Come From?

A 4-Step Social Norming Plan