REAL Norms

Social Norms Marketing aims to correct students' misperceptions about the amount of alcohol their peers are consuming. Research indicates most college students overestimate the amount that their peers are drinking.

For example, in 2004 a random sample of undergraduate students who completed an anonymous survey perceived the average UCF student uses alcohol once a week or more. In reality, about 63% of UCF undergraduates reported use alcohol less than once week.

An individuals' behavior is in part formed by what they perceive to be normative behavior in their community, misperceptions regarding drinking norms are theorized to be one factor that leads to high-risk drinking on college campuses.

Messages such as, "Most UCF students have 4 or fewer drinks when they go out and 1 out of 5 don’t drink at all.” are disseminated to students via newspaper advertisements, posters, promotional items (cups, key chains, etc.), Web sites, bulletin board displays, media contacts, lectures, workshops, etc. Social Norms Marketing aims to correct students' misperceptions about the amount of alcohol their peers are consuming. The following Social Marketing Campaign posters were placed around campus as well as on UCF shuttle busses, and the screen savers were placed in UCF computer labs.

Social Marketing Campaign

Media Campaigns

• 2006
• 2005

Screen Savers

• 2006
• 2005