Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems

Social Marketing Strategies

for Campus Prevention of Alcohol and Other Drug Problems

The Higher Education Center for Alcohol and Other Drug Prevention Funded by the U.S. Department of Education

Social Marketing Strategies

for Campus Prevention of Alcohol and Other Drug Problems

Robert Zimmerman

A publication of the Higher Education Center for Alcohol and Other Drug Prevention Funded by the U.S. Department of Education Acknowledgments

We thank the following individuals for providing information for this publication:

Lois Blackwelder, Walla Walla College, Walla Walla, Washington Daniel Casey, Saint John’s University, Collegeville, Minnesota Beth Chamberlain, University of Illinois at Urbana Robert J. Chapman, La Salle University, Philadelphia, Pennsylvania Maureen Conway, Colorado State University, Fort Collins, Colorado Daniel Duquette, University of Wisconsin at La Crosse Pat Fabiano, Western Washington University, Bellingham, Washington Michael Gold, University of Illinois at Chicago Judy Hearsum, University of California at Santa Barbara Stephanie Ives, University of Arizona, Tucson, Arizona Koreen Johannessen, University of Arizona, Tucson, Arizona Jeff Linkenbach, Montana State University, Bozeman, Montana Steven Pracht, Golden Key National Honor Society, Atlanta, Georgia Julie Puckoff, University of Montana, Bozeman, Montana Joy Verner, La Salle University, Philadelphia, Pennsylvania Pam Viele, University of California at Los Angeles Bill Zuelke, University of Portland

For further information contact: The Higher Education Center for Alcohol and Other Drug Prevention

Tel.: (800) 676-1730 Fax: (617) 928-1537 Website: http://www.edc.org/hec/ E-Mail: [email protected]

This publication was produced with funding from the U.S. Department of Education under contract number SS95013001 with Education Development Center, Inc. Views expressed are those of the contractor. No official support or endorsement by the U.S. Department of Education is intended or should be inferred.

1997 The Higher Education Center for Alcohol and Other Drug Prevention Education Development Center, Inc. 55 Chapel Street Newton, Massachusetts 02158-1060

Cover design by Kay Baker Contents

Preface v Executive Summary vii Social Marketing and Prevention 1 The Potential for Change 3 The Four Ps of Marketing 4 Goals, Targets, and Messages 7

Social Marketing as Part of a Strategic Plan 10 Institutional Policies 10 Influences from off Campus 13

The Social Marketing Process: How It Works 14 Understanding the Problem 14 Knowing the Target Audience 15 The Right Strategy 18 The Right Message 21 Does the Message Work? 22 How Is the Message Carried? 25 What Are the Results? 27

Whom to Involve, What It Takes 29 Mustering Resources 31

Notes 32 Appendices Resources 33 Social Marketing Campaign Estimated Costs 34

Center Publications 36

Preface

The Higher Education Center for Alcohol and Other Drug Prevention was established by the U.S. Department of Education in 1993 to assist institutions of higher education in developing and carrying out alcohol and other drug (AOD) prevention programs that will promote campus and community safety and help nurture students' academic and social development. To accomplish this mission, the Center seeks to increase the capacity of postsecondary schools to develop, implement, and evaluate programs and policies that are built around environmental management strategies. Environmental management means moving beyond general awareness and other education programs to identify and change those factors in the physical, social, legal, and economic environment that promote or abet alcohol and other drug problems. Clearly, stemming the use of alcohol and other drugs is not something that college administrators alone can achieve. Top administrators, especially presidents, must exercise leadership, but their success will depend ultimately on their ability to build a strong coalition of both on-campus and community interests. The better AOD prevention programs are campuswide efforts that involve as many parts of the college as possible, including students, staff, and faculty. For this reason, the Center emphasizes team-focused training and technical assistance work. Building coalitions with local community leaders is also key. College campuses do not exist in isolation. AOD prevention planners need to collaborate with local leaders to limit student access to alcohol, prevent intoxication, and support the efforts of local law enforcement. The Center therefore seeks to motivate and train academic leaders to work with local community representatives, while also joining with national organizations that urge local coalitions to increase their outreach to academic institutions. Specific Center objectives include promoting (1) college presidential leadership on AOD issues; (2) formation of AOD task forces that include community representation; (3) reform of campus AOD policies and programs; (4) a broad reexamination of campus conditions, including academic standards and requirements, the campus infrastructure, and the academic calen- dar; (5) formation of campus-community coalitions that focus on environmental change strategies; and (6) the participation of individuals from the higher education community in state-level and other associations that focus on public policy. The Center also seeks to increase the capacity of colleges and universities to conduct ongoing process and outcome evaluations of AOD prevention activities, both on campus and in the surrounding community. This publication represents one piece in a comprehensive approach to AOD prevention at institutions of higher education. The concepts and approaches it describes should be viewed in the broader context of prevention theory and the approaches affirmed by the U.S. Department of Education and promoted by the Center in its training, technical assistance, publication, and evaluation activities.

For information on Center services, please contact:

The Higher Education Center for Alcohol and Other Drug Prevention Education Development Center, Inc. 55 Chapel Street Newton, MA 02158-1060 Tel.: (800) 676-1730 Fax: (617) 928-1537 Website: http://www.edc.org/hec/ E-mail: [email protected]

Executive Summary

The Higher Education Center for Alcohol and Other Drug Prevention promotes multiple prevention strategies that affect the entire campus community. Students do not make decisions about the use of alcohol and other drugs entirely on their own, but rather are influenced by campus social norms and expectancies and by policy decisions affecting the availability of alcohol and other drugs on and off campus, the level of enforcement of regulations and laws, and the availability and attractiveness of alcohol-free social and recreational opportunities. As one piece of its comprehensive approach, the Center has prepared Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems. It is intended for a broad campus audience, such as the members of a campus coalition or task force staff, who might include faculty, alcohol and other drug (AOD) prevention coordinators, deans of students, resident life directors, students, law enforcement, and health services. It examines both how social marketing draws on the lessons learned from commercial marketing and how the two differ, and it illustrates, through the experiences of ten colleges and universities, the benefits of a social marketing campaign. Social marketing utilizes distinctive techniques to bolster the effectiveness of conventional health education and prevention programs. It uses messages and images as carefully developed as those used in commercial advertising, but for a different purpose. Its strategies can popularize positive ideas and attitudes and encourage favorable changes in social values and individual behavior. Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems explores how social marketing can be employed to change how students establish patterns of alcohol and other drug use. Social marketing examines the numerous and often subtle pres- sures to which students respond, making them the basis for prevention strategies. A prevention campaign may take place in a relatively hostile environment—one that encourages consumer indulgence. Social marketers face the challenge of giving comparable appeal to messages that may call for prudence and restraint and consideration of consequences that are not obvious. How do marketing principles work in a campus prevention program? Commercial marketing’s four Ps: product, price, place, and promotion can be seen in successful social marketing campaigns. The product may be a change in behavior or support for a new program or policy. The price may be breaking with tradition, or giving up a comfortable belief or habit. The place is where people can embrace a program or pursue a new course of conduct. Promotion is the means used to communicate messages and images justifying the change and making it appealing. What distinguishes social marketing from more conventional prevention programs is the marketing expertise that goes into the development of the campaign strategies and messages, plus the careful evaluation of the campaign as it is implemented. A social marketing campaign may aim to generate support for a prevention initiative or for a policy change affecting the environment in which alcohol is sold and consumed. But while the ultimate goal of the campaign may be to change individual behavior, that goal may be best pursued by seeking changes in the environment that influences individual behavior. Communication is the essential tool of social marketing. The information disseminated in a social marketing campaign provides the foundation on viii

which behavioral change is based. The success or failure of a social marketing effort depends heavily on the research and discipline behind the communication effort. The process of countering widely held beliefs and norms needs frequent repetition to be accepted and to motivate action. A social marketing campaign may, therefore, need an extended period of time—even two to five years—to produce measurable results. The goals and strategies of a particular social marketing campaign must always be based on the characteristics of a specific target population. Social marketing campaigns succeed by appealing to the existing fundamental values, attitudes, and motivations of the target audience, not by trying to change them. Social marketing can best facilitate change as part of a strategic plan. Policies and rules involving alcohol and other drugs reflect what governing boards and administrators believe to be appropriate for their students. Social marketing can be employed to publicize the process of setting these policies, explaining why they have been adopted, and stating why they will have a positive effect on the lives of students. A campaign may be doomed from the start if it is not preceded by careful research. An effective social marketing campaign is based on information specific to one campus and its population or a segment of its population. Surveys, interviews, and focus groups can help provide a picture of the target audience and provide valuable clues to the kind of messages and images that will command attention and appeal to the interests and concerns of those the campaign seeks to influence. Responses to inquiries or questionnaires often reveal common themes and areas of agreement. Data gathered before a campaign are essential for measuring its impact later; the requirements for an evaluation of a project should be considered in the planning process before the campaign begins. All prevention materials should be pretested before they are widely distributed, and it may be appropriate to pretest materials at several stages during their development. Campus groups conducting social marketing campaigns should be prepared to fine-tune their strategies and messages during the course of a campaign, based on feedback from the target audience. The most compelling prevention message will miss its target unless channels of communication are chosen on the basis of research and pretesting. Using several different channels will continually reinforce the campaign message, increasing the chance that the audience will be exposed to the information often enough to absorb and remember it. Knowing whom to involve and what level of effort a social marketing campaign takes is of critical importance. A well-thought-out and realistic social marketing campaign can count on valuable allies from the campus community and beyond. If the intention is to create a program that will be sustained from year to year, it is important to establish a cycle of leadership that will provide experience and know-how in the future. Wide support can be gained by framing the objectives of a campaign in terms of general benefit to the individual or to an entire group. Campus prevention programs rarely command the resources necessary for professional services, purchase of media advertising, and evaluation of programs. Using students as volunteers or paid employees in a prevention effort not only saves money but helps identify the campaign with the student population. Seeking sponsorships or other support in the way of cash or in-kind contributions is another tactic in campaign budgeting.

1 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

laid down by their college or univer- Social Marketing sity. Student behavior is influenced by and Prevention policy decisions affecting the availability of alcohol and other drugs on and off campus, the level of enforce- Social marketing—an approach to ment of regulations and laws, and the seeking a specified behavior in a tar- availability and attractiveness of get audience—can be of great value to alcohol-free social and recreational alcohol and other drug prevention opportunities. coordinators, as well as health and Experience has shown that simply student services professionals at imparting knowledge about alcohol colleges and universities. An under- and other drugs and the risks associ- standing of social marketing is also ated with their use is not likely to important for presidents and other lead to a change in either individual administrative staff seeking to make or collective student behavior. We positive changes in their campus cannot expect students to heed pre- environment. vention messages if we do nothing The Higher Education Center for about environmental influences that Alcohol and Other Drug Prevention may be drawing them in the opposite promotes multiple prevention direction. Public health educators strategies that affect the entire cam- must look at their task as educating pus community. Effective prevention people in the broadest possible sense programs are based on a thorough to make personal decisions that will understanding of the campus envi- reduce their risk of illness or injury. ronment and its influences on student Social marketing provides distinctive life. Environmental prevention strate- techniques to bolster the effectiveness gies recognize that students do not of conventional health education and make decisions about the use of alco- prevention programs. hol and other drugs entirely on their Social marketing borrows its prin- own, but rather are influenced by ciples and processes selectively from campus social norms and expectan- the commercial world. There, products cies, and by policies and procedures are developed and sold through

FACE Drinking too much alcohol too fast can put a perfectly healthy person into full cardiac arrest. Kids need to know. Make the choice to make a change. 2

market research and skillful use of cigarette advertising an appeal to the mass media for advertising and young people. promotion. Commercial marketers Social marketing uses messages know how to make their advertising and images as carefully developed as appeal to consumers. (“Sell the sizzle, those used in commercial advertising, Changing the Social Environment “It’s not enough to change individuals. You have not the steak!”) They conduct but for a different purpose. Its strate- to change the social environment. If we want to research to learn as much as they can gies can popularize positive ideas and convince people to reduce the amount of calories about their potential customers, and attitudes and encourage favorable they take in through fat, it’s not enough to focus only on the individual’s behavior. We have to they design advertising campaigns changes in social values and individual change the social environment, so that when directed at those segments of the behavior. Social marketing has been people go to a supermarket or a restaurant, population most likely to buy their used to encourage healthy diets, there are low-fat choices and it is seen as normal behavior.” product. They determine the best way breast self-examination, family plan- —William D. Novelli, marketing veteran interviewed in the Advances newsletter of the Robert Wood to make the product available—retail ning, and safer sex. Johnson Foundation. sales, mail order, door-to-door sales, The following pages explore how telemarketing, infomercials on social marketing can be employed to television, and so on. Their marketing bring about changes in the way stu- strategies are tested through surveys dents establish patterns of alcohol and focus groups. Their sales effort and other drug use. It is clear that may tell little about the product itself imparting information and pointing but instead appeal to human desires to the benefits of a certain behavior is for social success, intelligence, power, only part of the social marketer’s status, and popularity. Marketing task. If a program seeking behavioral images and messages often associate change in a campus population is to the product with something intangible succeed, the desired behavior must that people believe they need or want. also be supported and maintained by The use of such images and changes in the campus environment. messages by the alcohol and tobacco Social marketing can lay the ground- industries is all too familiar. work for changes in policy and social Television commercials give the norms that will encourage students to impression that beer or wine must be make safe and healthy decisions served to assure the success of a about their lifestyle. Students begin social event. Beer manufacturers have drinking and using drugs in response used images of power to associate to numerous and often subtle pres- their beverage with masculinity and sures. Social marketing examines sexual conquest. Advertising for a these influences and makes them the brand of cigarettes has used the basis for prevention strategies. phrase, “You’ve Come a Long Way, Baby” to link cigarette smoking with the ideal of an emancipated modern woman. Cartoon images such as the notorious Joe Camel have given 3 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

Changing Behavior — What It Takes The Potential for Change People are unlikely to change their behav- • The person’s emotional reaction College and university students are ior—especially if they are comfortable with to performing the behavior is especially vulnerable to environmental it—unless certain conditions are met. An more positive than negative. influences affecting their use of expert in behavioral psychology lists eight of • The person perceives that he alcohol and other drugs. There is those conditions and points out that one or or she has the capability to more of them must be present for a person concern, therefore, that many of these perform the behavior under a to perform a given behavior:* young people may develop impulsive number of different circum- and reckless drinking habits and stances. In other words, the • The person forms a strong positive engage in dangerous drinking games. person has “self-efficacy” with intention or makes a commitment External influences can reinforce such respect to executing the to perform the behavior. behavior in question. a taste for bold experimentation. • There are no environmental Customs and traditions of long stand- constraints that make it hard ing on a campus as a whole or in a for the behavior to occur. particular fraternity or sorority may *From Fishbein, M. Developing effective • The person possesses the skills encourage drinking. Alcohol advertis- behavior change interventions: Some lessons necessary to perform the behavior. ing and promotions targeting learned from behavioral research. In Backer, T. E.; David, S. K; and Soucy, G. (eds.): Reviewing college-age men and women often • The person believes that the the Behavioral Science Knowledge Base on advantages (benfits, anticipated abound in neighborhoods surrounding Technology Transfer. Rockville, MD: National a campus. Surveys have shown that positive outcomes) of perform- Institute on Drug Abuse, 1995. college students on the whole do ing the behavior outweigh the disadvantages (costs, anticipat- drink more than their nonstudent ed negative outcomes), pro- peers. A study published by the ducing a positive attitude Harvard School of Public Health toward performing the behavior. found that “binge” drinking (consum- ing five or more drinks at a sitting for • The person perceives more normative pressure to perform men, four for women) is widespread the behavior than not to on American campuses.1 Student use perform the behavior. of alcohol far outdistances use of illegal drugs and is linked to a host of • The person perceives that per- problems affecting the lives of both formance of the behavior is consistent with his or her self- drinkers and nondrinkers. Although image and that it does not alcohol is clearly the drug of choice violate personal standards. on our campuses, a rise in other drug use among young people is expected to have a growing impact on college life as we approach the turn of the 3 4

century.2 The campus is an environ- fellow members of fraternities or ment ripe for the kind of change that sororities or other social organiza- social marketing can help bring about. tions. Beer companies often sponsor The Drug-Free Schools and concerts and athletic events and Campuses Act (DFSCA) requires promote their products in ways that colleges and universities to be give the impression that alcoholic mindful of their responsibility to help beverages are as harmless as soda or students avoid the risks and problems fruit drinks. Businesses in the com- associated with alcohol and other munity surrounding a campus may drug use. The act also requires offer “happy hours” and other schools to inform students of laws attractive incentives for students to regarding possession and use of illegal drink. When campus prevention pro- drugs, and policies and rules covering grams highlight the risks of alcohol The Four Ps the sale and consumption of alcoholic use amid the blare of such inducements of Marketing beverages on the campus. Institutions to drink, these mixed messages make of higher learning typically inform it difficult for students to make product students about the health risks of independent choices about alcohol. price drugs and alcohol and mount pro- Clearly, there is a need for imagina- place grams seeking to discourage students tive approaches to promoting promotion from drinking and driving. They restraint in such an environment. warn students under 21 years of age How do we put marketing princi- that it is illegal for them to buy or ples to work in a campus prevention consume alcohol, and illegal for older program? Experts in marketing prod- students to give them alcoholic bever- ucts to consumers have done much of ages. They provide information about our homework for us. sources of counseling or treatment for students whose drinking or drug use is threatening their health or their The Four Ps of academic careers. Marketing Such programs are important, because they emphasize that students are responsible for making personal The modern approach to marketing decisions about drinking and using revolves around four Ps: product, illegal drugs. But those decisions are price, place, and promotion. not made in a vacuum. New students Commercial marketers make sure that arriving on a campus may encounter their product is appealing to con- traditions and customs indicating that sumers and has a catchy name that is it is appropriate to drink heavily. easy to remember. They sell it at a Students otherwise not inclined to price consumers are willing to pay. drink may feel pressured to do so by They make it readily available in an easily accessible place. They use 5 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

promotion and advertising to familiar- ment of the campaign strategies and ize consumers with the product and messages, plus the careful evaluation persuade them to buy it. These same of the campaign as it is implemented. elements can be seen in successful Social marketing is often social marketing campaigns. The described as a process for leading product may be a change in behavior members of a target audience to or support for a new program or change their behavior. But it also policy. The price may be breaking recognizes the diversity of the factors with tradition, or giving up a com- that determine the behavior in the fortable belief or habit. The place is first place. Social marketing techniques While a change in individual behavior may be where people can embrace a program first of all raise general awareness of the ultimate goal of a social marketing campaign, it may pursue that goal by seeking changes in or pursue a new course of conduct. the existence of a problem and the the environment that influences individual Promotion is the means used to com- conditions creating it, which can be behavior. municate messages and images an indispensable first step toward justifying the change and making it behavioral change. A social marketing appealing. Social marketing borrows campaign may aim to generate support the methodology of commercial for a prevention initiative or for a pol- marketing but adapts it to health icy change affecting the environment advocacy and other large-scale efforts in which alcohol is sold and consumed. for positive social change.3 But while the ultimate goal of the The Four Ps are no more than a campaign may be to change individ- convenient framework for envision- ual behavior, that goal may be best ing the components of a social pursued by seeking changes in the marketing campaign. What is impor- environment that influences individual tant—and what distinguishes social behavior. Opinions differ as to the marketing from more conventional exact role social marketing plays prevention programs—is the marketing among the sometimes unfathomable expertise that goes into the develop- forces that determine individual and

The social marketing project at the University of Arizona was supported by grant number 1 HD1 SPO 6343 from the Center for Substance Abuse Prevention. Its contents are solely the responsibility of the program and do not necessarily represent the official views of the Center for Substance Abuse Prevention. 6

years to measure the program’s impact. Members of the target group had a 15 percent lower risk of heart disease than a control group not exposed to the program. In the Stanford program, the product being marketed was a lifestyle likely to have a favorable impact on blood pressure, weight, cholesterol levels, and other physical factors associated with heart disease. These health benefits constituted an acceptable price for persons who would The Stanford Heart Disease Prevention Program in California have to change comfortable sought over a period of years to persuade people to change their but unhealthy habits to behavior and thus reduce their risk of cardiovascular disease. reduce their risk. At-risk individuals were offered group behavior. Social research may information and assistance at a con- eventually give us a clearer under- venient place, through one-on-one standing of how knowledge and meetings at home or at neighbor- persuasion and group dynamics hood group meetings. Messages combine with personal interests to through a variety of local communi- influence decision making. cation channels provided promotion A classic example of social mar- of the desired change in behavior. keting on a major scale is the Stanford College campuses offer a broad University Heart Disease Prevention spectrum of potential products of Program in California, which sought social marketing, for example, over a period of years to persuade increased patronage at alcohol-free people to change their behavior and social events, or a reduction in binge thus reduce their risk of cardiovascular drinking. Health benefits and disease. Face-to-face instruction was improved scholastic performance are combined with newspaper stories, benefits that occur at an acceptable television and radio shows, and printed price for reducing one’s alcohol con- materials disseminating information sumption. A coffeehouse or other about the causes of heart disease and popular spot offering nonalcoholic encouraging changes in the target beverages may provide the place population’s tobacco use, diet, exercise, where the product is found. and other habits. Individuals aged 12 Changes in drinking behavior can to 74 in the target population were be promoted through a variety of surveyed every two years for eight media, from campus newspapers to 7 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

messages on soft drink cups and only superficial. The success or failure refrigerator magnets. of a social marketing effort depends Communication is the essential heavily on the research and discipline tool of social marketing. The infor- behind the communication effort. mation disseminated in a social marketing campaign provides the foundation on which behavioral Goals, Targets, change is based. Members of the and Messages target audience must be made aware of a benefit that will result from the change, thus motivating them to Three of the most important aspects adopt and sustain a new behavior. of social marketing are The new behavior must be consistent with the person’s self-image and • adopting realistic and measur- personal standards. Social marketing able goals on the surface may resemble a con- • knowing the target population ventional advertising or mass media • testing messages and materials campaign—clever slogans, newspaper ads and stories, eye-catching images on posters. But that resemblance is

Northern Illinois University

ne of the most closely studied media that would attract attention and drinking norms in the Get Acquainted campaigns based on perceptions be regarded as authoritative. News packet distributed during the first week Oof the norm was carried out at stories and advertisements were then of classes, and offering $5 to students Northern Illinois University. A student placed in the campus Northern Star to who put up a campaign poster on their survey laid the groundwork by revealing convey the message that the majority of wall. After the campaign, follow-up that fewer than half the students had NIU students do not indulge in binge surveys showed that students’ percep- engaged in binge drinking in the previ- drinking when they party. tion of the drinking norm had moved ous two weeks, although the survey To help students retain this infor- closer to reality, and that the extent of respondents thought more than two out mation, two student workers dressed in binge drinking on the NIU campus had of three students on campus were binge trench coats and sunglasses, like the declined as well. drinkers. characters in the movie The Blues The NIU Health Enhancement Brothers, approached students in cafete- Services set about to correct this mis- rias and asked if they knew the true rate conception. First, it was determined of heavy drinking among students. through another survey that the campus Those who knew it received a dollar, newspaper ranked highest with students and those who didn’t received an as a source of information. Focus information flyer. groups and student surveys determined Other aspects of the campaign the kind of presentations in the print included putting information about CAMPUS EXPERIENCE 8

Adopting Realistic and between alcohol consumption and Measurable Goals such problems as acquaintance rape A social marketing campaign may need an For students over the age of 21, and other acts of violence, that infor- extended period of time—even two to five alcoholic beverages are legal and are mation can become the basis of a years—to produce measurable results. often consumed in a manner that social marketing campaign directed at presents no risk to their health and creating student acceptance of restraint safety. A campaign perceived as an in the way alcohol is made available attack on alcohol at social events. per se can therefore A social market- be divisive and ing campaign may misunderstood. need an extended Planners must period of time—even identify actual two to five years—to problems and produce measurable risks associated results. The process with the unre- of countering widely strained use of held beliefs and alcohol and other norms needs frequent drugs and direct repetition to be their efforts to accepted and to moti- reducing or elimi- vate action. A fifth P nating those might be added to problems and the marketing formu- risks. la in this case: The social marketing project at the University of Research has Arizona was supported by grant number 1 HD1 SPO persistence. Traditions 6343 from the Center for Substance Abuse that make heavy shown, for exam- Prevention. Its contents are solely the responsibility ple, that students of the program and do not necessarily represent the alcohol consumption official views of the Center for Substance Abuse often believe Prevention. synonymous with heavy drinking is expected on their campus socializing campus. They drink heavily because are deeply rooted. Prevention work- they think “everybody” does. Social ers may need yet another marketing campaigns have therefore P—patience—to see new traditions More Ps sought to show that actual drinking take the place of the old. persistence rates are much lower than the per- Knowing the Target Population ceived norm. When students are patience Social marketing campaigns are not a informed of the gap between their one-size-fits-all technique. The goals estimates and the actual rates of and strategies of a particular social alcohol consumption, “binge” drink- marketing campaign must always be ing and the problems that flow from based on the characteristics of a specific it appear to decline.4 If a campus target population. Messages and population is unaware of the link images used in social marketing 9 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

communications must reflect the val- aspects of the campaign—its goal, ues and interests of those they are the content and style of messages, designed to influence. and the way they are delivered. The student body at a small, Social marketing campaigns suc- private liberal arts college in New ceed by appealing to the existing England is quite different from, say, fundamental values, attitudes, and the student body of a large state motivations of the target audience, university in the West. Students who not by trying to change them. A commute to classes at an urban campaign should produce incentives community college may respond to for a change of behavior based on messages that are inappropriate and an appeal to these preexisting val- ineffective for students in a small ues. A reduction in binge drinking college town. might be the goal, for example, but Even the same college contains the campaign would appeal to the diverse populations: students living concern of students for their personal in campus residence halls, and stu- safety. dents who live off campus; youthful Testing Messages and Materials freshmen just beginning their college Prevention planners may be years, and more mature seniors and impressed by a catchy name for a graduate students who are veterans prevention-oriented campus event or of campus life; members of Greek- by striking images for prevention letter fraternities and sororities, and posters. But do these words and students who shun these associa- images convey the intended meaning tions; students who see outstanding The characteristics of the target audience will when they are seen by college dictate key aspects of the campaign—its goal, athletes as role models, and those freshmen? By seniors? By men? By the content and style of its messages and the who look elsewhere for inspiration. way they’re delivered. women? Social marketing calls for Social marketing campaigns may be surveys, interviews, and focus directed only toward members of the groups to ensure that the target freshman class, or only toward stu- audience will interpret the messages dents who are under 21 years of age. and materials as intended and will A campaign may focus on students respond as expected. living in campus residence halls, or on patrons of off-campus gathering places. How and where students live, how they choose to spend their time outside classes, the tastes and values that affect their behavior—all such information is important to the planners of social marketing campaigns. The characteristics of the target audience will dictate key 10

perceived by staff, faculty, and stu- Social Marketing dents and the degree to which they are enforced. Are they realistic and as Part of a fair? Do they call for appropriate consequences for violations? Are they Strategic Plan widely disseminated and understood? Do staff members support the A social marketing campaign that policies, and are they willing to concentrates solely on appeals to enforce them? Do students have a change individual behavior may have voice in creating policies or changing disappointing results. Alcohol and them? It can be the task of the social other drug problems are the product marketer to create support for such of a variety of environmental forces policies by helping to ensure that a that influence personal decisions. majority of students understand the Social marketing recognizes that reason for their existence and accept changes in behavior require the sup- them as being in their best interests. port of an environment that makes Experience has demonstrated the the new behavior an acceptable importance of student participation in choice, so that the cost of the change the development or review of campus can be balanced against a perceptible policies on alcohol and other drugs.5 benefit. An important environmental Social marketing can be employed to factor affecting student drinking is publicize the process of setting these the availability of alcohol, both on policies, explaining why they have and off campus, and this factor often been adopted and stating why they depends on institutional policies and will have a positive effect on the lives off-campus practices and influences. of students. Social marketing messages can make clear that such policies are Institutional Policies not designed just to control the behavior of students but arise from genuine concern for their welfare and Policies and rules involving alcohol educational attainment. Some stu- and other drugs reflect what govern- dents may be motivated to abuse ing boards and administrators believe alcohol or other drugs as a gesture of to be appropriate for their students. rebellion against adult authority. However, those policies and rules do Failing to involve students in the not necessarily reflect what is hap- policy-setting process may fuel this pening on a campus. Although motivation. Also, policies can be policies may comply with the Drug- effective only if they are well publi- Free Schools and Campuses Act, their cized and strictly and fairly enforced. influence on the reality of campus life Students are keenly aware of double can depend on how the policies are standards that demand higher 11 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

standards of conduct from students while respecting long-standing tradi- than they do from faculty and staff. tions involving alcohol service. A Eliminating this cause for grievance trouble prevention strategy can seek can reduce student resistance to to train bartenders to check IDs and campus policies. cut off service to anyone who appears Social marketing provides tools to be intoxicated. Rules can be laid for understanding the campus culture down to control attendance at unsu- surrounding alcohol and other drug pervised keg parties that offer no use. Prevention planners need to barrier to underage drinking. Policies know how the traditions, organiza- can ensure that food and nonalcoholic tion, and physical structure of an drinks are available at all events institution may contribute to or where alcohol is served. A policy reinforce substance use. Surveys, eliminating or limiting the sale of interviews, and focus groups can alcohol in stadiums can reduce the shed light on student perceptions and rowdiness and violence associated attitudes, and can suggest policy with athletic events. A case can be changes that will have a beneficial made for eliminating sponsorship by effect on their behavior. At one college, alcoholic beverage companies of students indicated in a survey that athletic events heavily attended by they visited off-campus drinking students under 21 years of age. A spots on weekends because they were social marketing campaign can help bored if they stayed on the campus. create support for such policies by In response, the administration began drawing attention to the problems sponsoring weekend entertainment that they can be expected to reduce or on campus. Student surveys indicating eliminate. that many students are concerned Social marketing by itself cannot about health and physical fitness change policies or make new ones, have led health educators on some but it can help build support for poli- campuses to fold their alcohol and cy decisions that significantly affect other drug programs into a broader student life. If such changes in policy “wellness” program. Thus, a change are likely to generate controversy in in drinking behavior is based on a the campus community, social mar- positive personal benefit. keting can help make the changes Policies permitting the sale and more palatable by linking them to a service of alcohol on campus are benefit widely shared by the campus popular and deeply rooted at many population. colleges and universities. Proposing changes in them may incite controversy. Social marketers should be alert for ways to reduce problems associated with alcohol consumption 12

Media Advocacy and Policy Change

Policies affecting patterns of alcohol con- standing campus tradition. Media advocates sumption on and off a campus are usually would marshal facts on drinking/driving determined by governing boards or elected arrests after athletic events to counter argu- bodies sensitive to popular opinion. A media ments that spectators should have a right to advocacy campaign can call public attention buy and consume alcohol. Newspaper to a policy or policies that are affecting rates reporters and television news teams are more of alcohol consumption or creating at-risk likely to cover stories about prevention issues drinking situations on or off campus, and can if there is an element of conflict between the point up the benefits of a policy change. parties concerned. Media advocacy campaigns Through the social marketing process of employ op-ed commentaries and letters to the research, development, and implementation, a editor to present facts that bolster their case. proactive media advocacy campaign can put a Campus organizations seeking a com- policy issue in the public eye and persuade a mon goal may form coalitions to engage in policymaking body to take action. media advocacy. For example, fraternities and Media advocacy calls for the creative use sororities eager to reduce insurance costs are of information and images to obtain news cov- natural allies of health advocates concerned erage as a means of generating support for a about lax observance of rules controlling proposed policy change. News coverage can alcohol service at student parties. The media often carry a prevention message more effec- are more likely to pay attention if groups that tively than advertisements or public service would normally not work together are seeking announcements. Media advocacy can become a change in a public policy. an integral part of a social marketing cam- Media advocacy may carry students or paign that seeks policy change by reinforcing prevention staff into public confrontations the message promoting healthy decision mak- with policymakers or advocates of an oppos- ing by individuals. ing point of view. Social marketing planners The value of incorporating media advo- and others concerned with the particular cacy into a social marketing campaign for institution’s image should carefully consider alcohol and other drug prevention is to bring whether it is worth engaging in public contro- about a change in policies that govern the versy over a prevention issue. For instance, if conditions under which individuals develop a demonstration or picketing is appropriate to patterns in relation to the use of alcohol and provide the visual element that a television other drugs. Issues are “framed” in media crew is seeking for a news story, care must be coverage to dramatize the impact of an exist- taken to avoid the charge that students are ing policy or a proposed policy change. being exploited for the sake of publicity. Proposing that alcohol should no longer be For more information see Raising More sold at campus athletic events, for instance, Voices than Mugs: Changing the College would be framed for discussion as a safety Environment Through Media Advocacy, issue rather than as a departure from long- available from the Higher Education Center. 13 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

gerous than young people in the Influences from 1980s did.6 These outside influences off Campus must be taken into account when considering social marketing and prevention strategies. Students bring to their college years a Bars and other student hangouts lifetime of exposure to television around a campus can exert a power- commercials and other advertising ful influence on social norms. that is unlikely to have instilled in Campus policies seeking to prevent them an appreciation of the risks underage drinking can hardly be associated with alcoholic beverages. effective if the adjacent community is Many students are thus primed to lax in enforcing underage drinking become eager participants in the cam- laws. By the same token, lax policies pus drinking scene. The Harvard on campus can allow rowdiness by study cited earlier found that more drinking students to disturb the students begin binge drinking in high surrounding community. Campus school than in college. It also reported prevention programs may seek that binge drinkers are the most likely alliances with Responsible Hospitality to have used other drugs. The music Councils or other organizations in the scene continues to glamorize illegal off-campus community for campaigns drug use, and adolescents in the that seek changes in business 1990s perceive marijuana as less dan-

Jonathan Chauvin, Andrew Kanas, Valerie Moberg, and Alexander Walk apply "classical conditioning" theory in UCSB's Comm 117 "Persuasion" class. 14

practices affecting the sale and service of alcohol to students. A social Understanding the marketing campaign’s posters, adver- Problem tisements, and other communication materials may need to be circulated beyond the campus to have the Research published in academic and desired impact on students. At the professional journals can provide same time, the campaign can awaken information about problems associated the off-campus population to its own with the use of alcohol and other responsibilities in helping the cam- drugs by college students. The paign succeed. Social marketers Harvard study cited earlier is an working to change the drinking example. Such studies are useful in behavior of students may find valu- identifying problems and issues able support in a community affecting the nation’s student popula- informed that it has a part to play in tion as a whole, but they are no creating, and can benefit from, a safe substitute for surveys and research and healthy environment for students. about the extent and nature of alcohol problems on a particular campus. An effective social marketing campaign is The Social based on information specific to one campus and its population or a Marketing Process: segment of its population. Here are some questions that can How It Works help in the planning stage of a social marketing campaign: The success or failure of a social mar- What is the problem to be keting campaign may be determined addressed? How many people are well before the campaign itself affected by it, and how? Are they begins. A campaign may be doomed aware that the problem affects them? from the start if it is not preceded by Are policymakers and others in careful research. Research for a social responsible campus positions aware marketing campaign focuses on four of the problem? Have efforts been areas: made in the past to reduce the prob- • the problem that a campaign lem? What can be learned from those will address efforts? What new steps could help • the audience that will be the reduce or eliminate the problem? target of the campaign Who must be involved in these steps? • the messages to be directed at If the problem involves alcohol, the audience where and how are alcoholic bever- • the channels of communication ages made available? How are they that will carry the messages 15 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

promoted? Where and when does anatomy of the problem can ensure drinking take place? How many bars that a campaign is directed at the are within a mile of the campus? Do appropriate audience and has specific, nearby drinking spots advertise in attainable objectives. college papers? Are beer companies contributing to student organizations or school departments? Are there Knowing the campus traditions that encourage Target Audience drinking? Could new rules and policies—or better enforcement of existing rules and policies—make the The target audience in a social mar- campus environment less conducive keting campaign usually consists of to drinking patterns that cause people whose perceptions, attitudes, problems for students? and behavior are associated with the The better we understand a prob- problem or problems that have been lem, the better we can target identified. The target audience may corrective measures. A thorough be the entire campus community, grasp of the situation will help deter- including administration, faculty, and mine whether a social marketing staff. It may be the freshman class campaign is an appropriate way to and other new students arriving at address it and what the goal of the the beginning of the school year. It campaign should be. Knowing the may be spectators at athletic events. It

University of Portland

he University of Portland engaged phase of the campaign, using the slogan an outside advertising agency, “The party’s not as big as you think.” T which used a survey of drinking Students reporting to a tent erected on practices and perceptions, as well as the campus received two free tickets to a focus groups and pretested materials, to concert if they could say what “70-30” design and implement a campaign that meant. introduced a campus mystery about the meaning of the numbers “70-30.” After a saturation media campaign using the campus newspaper, radio station, and 70-30=? banners and posters, the meaning of the numbers was revealed: 70 percent of students either didn’t drink alcohol or drank fewer than five drinks on a single occa- sion, compared with 30 percent who engaged in binge drinking. This information then became the basis for the next CAMPUS EXPERIENCE 16

FACE Set a new example. Let your kids know the reward for hard work comes in lots of different cans. Make the choice to make a change.

may be patrons at an establishment target audience is important not only where alcohol is served. for planning the campaign but also Surveys, interviews, and focus for designing communication materi- groups can help provide a picture of als and determining later whether a the target audience and provide valu- campaign has had the desired results. able clues to the kind of messages and Social marketing can help mobi- images that will command attention lize support for policy changes by and appeal to the interests and con- targeting audiences affected by an cerns of those the campaign seeks to alcohol- or other drug-related prob- influence. Information about the lem but whose behavior is not the

Walla Walla College University of California

he University of California at Santa door-hangers in residence halls, book- Barbara used the slogan “Just the marks at the library, windshield flyers T Facts” in a drinking-norm cam- in parking lots—even in paint on the paign. After stories appeared in the snow. Finally, students were given a campus newspaper regarding the true telephone number to call to find out extent of heavy drinking on campus, what 86 referred to. A recorded message campaign workers offered students on gave callers the facts about the campus the street a dollar if they had read the drinking norm. newspaper story and could recall the facts. Walla Walla College in Washington used the number 86 as the centerpiece of its drinking-norm campaign. A survey found that only 14 percent of students had used alcohol in the previous month, whereas 86 percent had not. For five days the number 86 appeared without explanation on banners, table-tents in cafeterias, CAMPUS EXPERIENCE 17 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

La Salle University

ampus populations generally venue. Along with the variety of are tuned in to the latest in coffee brews served at Life’s Perks, C popular culture. Keeping Backstage offers movies, televised abreast of changes in taste in enter- sports events, stand-up comics, and tainment and recreation is a priority live music. Backstage is not explicitly for planners of social marketing cam- promoted as an alcohol-free environ- paigns. At Philadelphia’s La Salle ment for student recreation. “We University, for instance, an alcohol- market the entertainment—not the free dance club called Backstage fact that there’s no alcohol there,” flourished in the 1980s, offering says Joy Verner of La Salle’s Student “mocktails” at the bar and scheduling Life Office. events to help popularize nonalcoholic beverages. Not so in the 1990s. Today, spending time at coffee- houses is in. This trend is reflected in La Salle’s addition of a coffee bar called Life’s Perks to the Backstage CAMPUS EXPERIENCE cause of it. For example, people who values and attitudes that are realize their health is threatened by important when creating “secondhand smoke” often become a program strategies. Responses to powerful source of support for new inquiries or questionnaires laws limiting cigarette smoking in often reveal common themes public places and the workplace. On and areas of agreement. campus, surveys have revealed the extent of “secondhand binge” • A campaign may have both a effects—property damage, interrupted primary and a secondary target sleep, and other problems endured by audience. For example, stu- persons who drink little or not at all dents who drink may be the but are disturbed by the heavy drink- primary audience of a campaign. ing of others.7 These students provide Those who serve alcohol a valuable base of support for efforts in bars and restaurants on and to reduce heavy drinking. near the campus may be a Here are some tips for identifying secondary target audience. and gathering information about a Counselors and others in a target audience: position to discuss alcohol use with individual students may • People in target audiences may be another target. have diverse origins and interests, but they share many 18

• Interviews may touch on be shown that admirable people con- sensitive, personal subjects. gregate and have fun in places where Questions should be framed there is little or no drinking. An anti- carefully to elicit candid smoking message based on a threat to answers. Emphasizing the health many years in the future is not anonymity of responses can likely to impress a young person who help make subjects comfortable enjoys smoking or identifies smoking with the interview. with being cool. However, emphasizing that cigarettes leave a smoker The Right Strategy with an unpleasant mouth odor makes smoking an issue tied to personal hygiene and acceptance by the Research and planning should result opposite sex—powerful motivators in in a strategy clearly understood by most young people. those working on the campaign. A A prevention campaign may take written summary of the strategy cir- place in a relatively hostile environ- culated to all participants can be ment—one dominated by tobacco and helpful in clarifying the mission. The alcohol advertising that encourages strategy statement should encompass consumer indulgence. Social mar- the following: keters face the challenge of giving comparable appeal to messages that • the program objectives may call for prudence and restraint • the primary and secondary and consideration of consequences audiences that are not obvious. While scare • the information to be tactics generally are considered to be communicated of doubtful value, a well-designed • the benefit as perceived by campaign can raise awareness of a the audience problem and encourage members of the campus community to start think- The attitudes and behavior that ing about their own decisions and social marketing seeks to change are behavior in a new way. often ingrained habits or have emo- A personal decision to change a tional significance that makes them drinking pattern may be daunting to hard to change. For this reason the a person highly sensitive to the per- social marketer appeals to other ceived opinions of others. Younger attitudes and preferences that can students often do not want to be overcome the target audience’s resis- regarded as being different from their tance. A person who believes that the peers. They want to belong. One of only worthwhile social life is found at the social marketer’s tasks is to estab- his or her favorite drinking spot must lish a value in belonging to a group 19 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

Central Missouri State St. John’s University in Minnesota

t Central Missouri State group was booked for an alcohol- University, prevention plan- free concert on campus. The concert Aners noted that David outdrew competing concerts at Letterman’s late-night television which beer was available. Now, an show was highly popular with stu- alcohol-free c&w concert is an annual dents. They borrowed a staple of the event on the St. John’s campus. Letterman show to form the centerpiece of their campaign: “The Top Ten Reasons Not to Drink Before Finals,” arrayed in reverse order of importance. At St. John’s University in Minnesota, prevention planners observed that country and western music was edging up in popularity among students. As a test, a c&w CAMPUS EXPERIENCE

that shuns a harmful activity. Like the target audience. A campaign may conventional health education, social aim to reduce drinking and driving marketing provides information by young people. Rather than basing about the benefits of certain behavior. a campaign on tedious exhortations But social marketing goes beyond about safety from injury or possible classroom lectures by creating a sup- death in a traffic crash, though, the portive social environment conducive social marketer might find that a to a positive change in behavior. warning about the threat to students’ Commercial advertising often driving privileges under new “zero plays on a person’s insecurities, tolerance” laws would have more desires, and aspirations. Products or impact. Many states have adopted services are “positioned” to meet laws mandating that drivers under 21 those needs as soon as the consumer will have their licenses suspended if makes the decision to buy. A successful they are found to be driving with any strategy will offer a benefit in imme- measurable amount of alcohol in their diate view at a price the target buyer systems. is willing to pay. Bear in mind that the benefit campaign planners see— improved health or reduction of risk—may not be the same as the benefit being offered to members of 20

FACE Kids drink to fit in. And millions of them are getting drunk, getting sick, getting hurt, and getting killed. Find out what’s going on with kids and alcohol. Make the choice to make a change.

University of Illinois

campaign on the Urbana cam- sports on the campus, student athletes tance rape, an issue brought forth by pus of the University of Illinois filled the bill. When sample messages women in focus groups. A review of the A set about to deglamorize abu- with the theme “Consider the ad by the student affairs staff led to the sive alcohol consumption and spread the Alternatives” were shown to focus conclusion that there was a subtle word about alternatives to heavy drink- groups, the campaign planners found “blame the victim” message in the ad if ing. A survey established that students that only two of the issues identified in it failed to note also that heavy drinking were interested in avoiding the negative their earlier survey—health status and by men was an equally important factor consequences of drinking. A faculty social life—actually struck a chord with in rape and other violence. A new version member from the university’s speech students. Most of the focus group partic- of the ad made its point about alcohol communications department helped ipants believed academic success was and violence without being gender-specific. design a questionnaire distributed to 150 threatened for only the heaviest The ads ran in Friday editions of the students in communication classes, and drinkers, and the proposed media mes- student newspaper, each with catchy text the survey revealed that they believed sages were modified to reflect these about heavy drinking’s impact on health, academic success, health status, and findings. Athletes were interviewed to safety, and social life; a list of alcohol- social life were the issues most likely to generate quotes for the ads, and infor- free events scheduled for the upcoming be affected by excessive alcohol use. mation was gathered about alcohol-free weekend; and a picture of an athlete The next step was to choose stu- weekend social activities that deserved with quotes on how he or she deals with dents who could serve as role models in promotion. an alcohol issue. Attendance at two of media messages designed to reinforce An experience with one proposed the listed alcohol-free events increased the beliefs of students about the impact ad illustrates the importance of adequate significantly after the advertisements of heavy drinking on their health, social review of media messages. The ad sug- appeared. life, and academic record. Because of gested that heavy drinking by women the popularity of Big Ten Conference exposed them to greater risk of acquain- CAMPUS EXPERIENCE 21 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

lifestyle for women, social marketing The Right Message can make the point that women demonstrate their freedom better by choosing not to smoke. Social marketing messages can turn Messages based on long-term the tables on those who are promot- consequences of use of alcohol, tobacco, ing or encouraging a practice that the or other drugs are known to have a campaign wants to change or elimi- limited effect on the behavior of nate. Advertising for alcohol and young people, even when presented tobacco, for instance, invariably fea- in a credible way.8 Adolescents and tures attractive models to depict the young adults take good health for use of these products—a suggestion granted, and many view the serious that smoking or drinking brings with long-term consequences of heavy it popularity and success. A social substance use as too distant and too marketing campaign can make a unlikely to be of concern to them. counterargument by presenting Young people often see their peers images of people who are popular use drugs and not become addicted. and successful without smoking or They simply fail to grasp the proba- drinking. The “Be Smart. Don’t Start!” bilities of dependency and other campaign sponsored by the National long-term damage that go along with Institute on Alcohol Abuse and an individual’s use of drugs.9 Alcoholism in the mid-1980s used A prevention message emphasiz- only four words to associate the deci- ing long-term risks of heart disease sion not to use alcohol or other drugs and cancer from cigarette smoking is with a quality young people aspire thus unlikely to influence young to—being smart. Although “Be Smart. smokers. What will get their attention Don’t Start!” was aimed at children, it are messages emphasizing readily demonstrates how a simple slogan noticeable effects of tobacco use—dis- can give a positive spin to an appeal coloration of teeth, body and mouth not to use drugs. odor, loss of concentration and The Marlboro man—a familiar appetite, deterioration of physical image around the world—associates performance. The “Nic, a Teen” pro- the rugged, free life of the cowboy gram of the federal Office of Smoking with a brand of cigarettes. Social mar- and Health carries the message that keters, on the other hand, can make smoking makes one unattractive to the point that true independence and desirable members of the other sex. freedom come from resisting and Messages based on fear should be rejecting appeals to conform to an used cautiously, if at all. Research has advertiser’s misleading pitch for a indicated that campaigns based on product. In response to advertising fear are difficult to carry out and may associating smoking with a “liberated” 22

actually be counterproductive by appealing to risk taking in some Does the Message members of the target audience. If the Work? threat is too remote in time or too mild, people will not be motivated by it. If the threat is too strong, people All prevention materials should be may tune out the message, refuse to pretested before they are widely dis- believe it, or adopt a fatalistic attitude. tributed. It may be appropriate to

Messages based on fear should be used Fear is most successful as a moti- pretest materials at several stages cautiously, if at all. vator when it is linked with advice on during their development. Three how to avoid the danger or protect methods are suggested: oneself from it. 10 Focus group interviews can obtain A cautionary note: focus group in-depth information about beliefs, participants usually rate strong fear perceptions, language, interests, and appeals as highly motivating and concerns of a target audience. These effective. But this is true even when exploratory group sessions are usually later studies show that those appeals conducted with a group of eight to were ineffective. ten people. A moderator leads the Campaign spokespersons should group through a discussion outline be chosen for their perceived trust- designed to learn about the audi- worthiness, credibility, and ence’s beliefs, attitudes, and language. attractiveness. Celebrities should be Focus groups are especially valuable used with caution, as their presence in developing concepts for prevention may overwhelm the message itself. messages. They provide valuable Perceptions of entertainment and insights into beliefs about and atti- sports stars can change very quickly, tudes toward the issue the prevention and a celebrity can suddenly become campaign will address. newsworthy in negative ways that Individual interviews can probe for undermine a campaign. an individual’s responses and beliefs, by telephone or in person. Such interviews offer an opportunity to test sensitive or emotional materials and are best conducted by a trained interviewer. Intercept interviews at a central location on campus may not be statis- tically representative of the campus population, but they can provide a sample larger than those used in focus groups or individual in-depth interviews. Questionnaires used in 23 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

intercept interviews contain primarily an organization, a particular resi- multiple-choice or closed-ended ques- dence hall, fraternities and sororities, tions to permit quick responses. or customers of a particular entertain- Questions asked during pretest- ment spot. They can be chosen at ing should be designed to reveal random from students passing at a whether the audience understands campus corner known for its heavy the central message, believes the traffic. Feedback from focus groups message bearer, and finds the mes- and interviews can ensure that a People in focus groups should be chosen from the segment of the target audience that the sage personally relevant. Pretesting prevention message “speaks the prevention message is designed to reach. can help planners avoid spending language” of the target audience. time and money on materials that Focus groups’ reactions can be will not do the job. noted and summarized by the person Focus groups should comprise conducting the session, while partici- eight to ten people, chosen from the pants may also be asked to fill out a segment of the target audience that short written questionnaire exploring the prevention message is designed to their responses to the message being reach. Students can be recruited from

Colorado State

olorado State University used a Says Maureen Conway, director of drinking-norm survey in a dif- the Center for Drug and Alcohol C ferent way. Armed with a Education at Colorado State: “We’re finding that 30 percent of students did currently looking at creating a new not drink alcohol at all, the school’s video every year because of the sec- Center for Alcohol and Drug Education ondary gains we found in the first year. chose to focus its campaign on incom- Valuing students who make healthy ing students. Diverse students among choices, giving them an opportunity to the nondrinking 30 percent were meet each other, and giving them recruited to appear in a video depicting recognition furthers the goal of empow- their rewarding participation in campus ering the non-using group to affect activities without the use of alcohol. campus norms. Our hope is that this The students in the video were invited yearly process can create status and to explain why they chose not to drink; acceptance of health and wellness for their reasons ranged from the presence students who are making critical of an alcohol problem in their families decisions around safety, substances, to the belief that drinking might inter- and risk-taking.” fere with their own athletic or academic goals. The video was shown to prospective students and their parents and as part of orientation programs for new students in residence halls. CAMPUS EXPERIENCE 24

St. John’s University St. Benedicts

ocus groups helped lay the ground- an event that would dramatize alterna- students turned up under the influence work for an ambitious project to tives to drinking as part of the collegiate of alcohol at the weekend events, their F change the character of an annual experience. Near the end of the spring presence only drew attention to the fact campus festival at St. John’s University semester, they organized four groups of that the norm at this event was absti- and the College of St. Benedict in about 25 students, each drawn from all nence. The success of the first Minnesota, neighboring schools for men academic levels on the SJU and CSB Lolla-No-Booza led to a second staging and women, respectively. The project campuses. The group meetings became of the event a year later. Attendance successfully sold a new “product”—a brainstorming sessions for ideas for doubled to nearly 1,000 students. This weekend of alcohol-free entertainment entertainment and events that could be no-alcohol event, says Dan Casey, a and social events conceived as a substi- expected to attract participation even if counselor at St. John’s, appears to be on tute for an annual “Watab” festival no drinking was the order of the day. its way to replacing a heavy-drinking known as a drinking free-for-all on a What evolved the following weekend as a campus tradition and September weekend. The success of the September was Lolla-No-Booza, a four- serves as a running start toward a stan- project, says a campus counselor, put to day event of concerts, dances, races, and dard of moderation in drinking during rest the widely held notion that the only games billed as “vomit free” to contrast the rest of the school year. way students could make social contacts them with the frequent result of drinking was by joining in marathon beer-drinking too much beer. Students willing to sign during Watab. a no-alcohol pledge for the weekend Health Advocates, a peer educator were given a tangible reminder of their group working on the two campuses, commitment: a decorated cup that entitled enlisted two other student groups, the them to unlimited refills of free nonalco- Joint Events Council and the Cultural holic beverages at any of the businesses Affairs Board, to help plan and organize on the two campuses. Although a few CAMPUS EXPERIENCE 25 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

tested. It is important to be alert for into the hands of the target audience? indications that words or concepts in Mass media offer an opportunity the material were not fully under- to convey a message through both stood by a significant number of news stories and paid advertising. persons in the group. Also, focus Face-to-face communication may be groups may reveal interests or concerns more difficult to organize and carry that were not fully understood by out, but for many members of a target those planning the campaign strategy audience interpersonal contacts may or designing the materials. be most effective. Information presented at group sites and through organizations can reinforce and How Is the Message expand upon media messages. Using Carried? several different channels will continually reinforce the campaign message, increasing the chance that the audience The most compelling prevention mes- will be exposed to the information sage will miss its target unless channels often enough to absorb and remem- of communication are chosen on the ber it. basis of research and pretesting. For The Internet, with its World Wide example, a campus newspaper often Web, is a communications medium stands at the head of the list of poten- with a potential only now beginning tial channels of communication where to be realized for health education students are concerned. But the social and social marketing. Computer- marketer needs to know where the based communication is potentially a newspaper stands in the full range of challenging new avenue for promot- media accessible to students. Surveys ing campus prevention and social and focus groups can tell the cam- marketing. For instance, the Alcohol paign planners about the readership and Other Drug Resource Center at of newspapers and magazines and La Salle University in Philadelphia their credibility as sources of informa- maintains a Website offering information. A radio station may rank higher tion about alcohol and other drugs, a than the newspaper as an information self-assessment questionnaire source on some campuses. Seniors designed to identify at-risk drinking who have been on campus for years practices, and sources of help for may rely on different sources of infor- those who feel they have a substance mation than freshmen just arriving. abuse problem. The anonymity of the To what extent does information travel Internet may appeal to students other- by word of mouth through segments wise reluctant to reveal their own of the target audience? If a campaign concern about involvement with drugs. calls for distributing leaflets, at what locations are they most likely to get 26

Call in the Pros? Some Pros and Cons Believable Information “The way you deliver a message has to be appropriate for the audience. We did focus groups Can an outside advertising agency lend valu- how to change a perception. So we discov- to discover what students pay attention to—how able professional expertise to a campus ered right off that social marketing and they get their information. The important thing was to find out where they get believable information.” social marketing campaign? It all depends, commercial advertising are two different —Dan Duquette, University of Wisconsin at La Crosse. judging from experience reported from two animals.” campuses. She believes the advertising profession- Bill Zuelke at the University of als did not do the market research Portland, Oregon, worked with an ad necessary for a successful campus campaign agency on a campaign to change percep- and therefore failed to understand the kinds tions of the drinking norm on his campus. of messages and images that appeal to the Under a $50,000 contract, the agency used particular campus audience the campaign focus groups to develop the campaign, was supposed to reach. The agency’s pro- pretested materials, and mapped out a satu- posed ads on the “Myths and Realities” of ration media campaign based on a survey campus drinking norms turned out to sow finding that the great majority of students— more confusion than enlightenment. 70 percent—did not engage in “binge” Johannessen and her team eventually took drinking. over the preparation of the campaign them- “We chose an agency with a research selves. arm,” says Zuelke. “The agency had done a “We had some graduate students work- lot of research and survey work in connec- ing with us, and we sent them out with tion with a program of the Oregon Business sample media pieces to get feedback from Council to determine drinking levels of job students around the campus. We needed to applicants and to reduce alcohol use among figure out what words our students would employees. We learned a lot from the expe- respond to. When it came to images and rience of working with these people and graphics, we’d send our people out with could now do another campaign without pictures to give them the same kind of test.” their help.” If an ad agency is going to be involved, Koreen Johannessen, director of health says Johannessen, it is important to find one promotion and preventive services at the with personnel trained and experienced in University of Arizona in Tucson, reports a social marketing. “We discovered it’s possi- less satisfying experience with an advertising ble to over-design an ad. You don’t want it agency. to be highly polished, to have too commer- “It was quite a long learning curve for cial a look. I think the fact that our ads the people at the agency. We discovered that looked like they came from our campus they knew how to sell a commercial prod- health center meant something to the stu- uct—how to get your attention, how to dents. The ads were more credible.” design an ad that gets your eye to the page, and to associate a logo with a product. What they didn’t know was how to influence ideas, how to change a knowledge base, 27 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

When choosing communication channels, marketers should ask three What Are the Results? questions:

Data gathered before a campaign are • Which channels are most appro- essential for measuring its impact priate for the message and the later. The Core survey instrument, problem it addresses? created by the Core Institute at Southern Illinois University, is a valu- • Which channels are most likely able tool for obtaining baseline data to be credible to and accessible about alcohol and other drug use by the target audience? among students. The Core Survey, plus data from surveys or studies • Which and how many channels designed for a specific campaign, will are feasible, considering the provide an opportunity to measure schedule and budget? the effectiveness of the campaign. Data from campus security offices or police departments in neighboring

University of Arizona

he media team working on a nizable as the Tucson campus. The ads social marketing campaign at the were considered more believable if T University of Arizona discovered they came from an on-campus source. that campaign materials designed by an outside advertising agency looked too “slick” to be taken seriously by students. Responses gathered from interviews and focus groups persuaded the team that ads showing too much of a professional touch were indistinguishable from commercial advertising and likely to be dismissed as such. The team decided to abandon the pictures and concepts provided by the agency in favor of giving their campaign a more home-grown appearance. Instead of carefully posed photos that could have depicted students anywhere, the team hired its The social marketing project at the University of Arizona was supported by grant number 1 HD1 SPO 6343 from the Center for Substance Abuse Prevention. Its own photographer to shoot pictures of contents are solely the responsibility of the program and do not necessarily students against backgrounds recog- represent the official views of the Center for Substance Abuse Prevention. CAMPUS EXPERIENCE 28

communities are important for mea- Data gathered before a campaign are changes in the drinking environment essential for measuring the impact of your suring any change in violence and in assessing the impact of a campaign. effort later. crime associated with heavy drinking Changes in the environment can by students. The requirements for an lead to changes in drinking behavior evaluation of a project should be con- that are evident only with the passage sidered in the planning process before of time. the campaign begins. Campus groups conducting social The evaluation component in a marketing campaigns should be pre- campaign may provide for both pared to fine-tune their strategies and process and outcome measures. messages during the course of a Process measures assess the imple- campaign, based on feedback from the mentation of the program’s activities. target audience. Campaign materials Did the campaign use as many media that were not thoroughly pretested messages as intended? How many may miss their target or be interpret- persons participated in responsible ed in unexpected ways. Changing a beverage service training? How many marketing campaign to reflect feedback alcohol-free social events were held from consumers in the marketplace is on campus? Such questions as these common in the commercial world. help determine whether the campaign Social marketers will often face the carried out the activities envisioned at same necessity. the outset. Outcome measures assess Just as marketing messages must the impact of a campaign on the tar- be heard repeatedly to be lodged in a get audience or the environment in consumer’s memory and associated which the target audience makes with an attractive product, a social decisions. Did perceptions of alcohol marketing campaign will require rep- and other drug use change? Did rates etition from year to year to have the of use of alcohol and other drugs desired impact on campus behavior. change? Were there fewer alcohol- On some campuses, social marketing related incidents on campus or in efforts to change perceptions of drink- surrounding neighborhoods? These ing norms have produced evidence questions help determine whether the that messages about the true rates of campaign achieved its intended campus drinking are being retained results. by students, but that no change in Attempting to connect a change actual drinking patterns is taking in drinking rates with a specific place. One campus prevention leader aspect of a comprehensive prevention concluded that it might take four program can be difficult and should years or more to see a significant be approached with caution. It is change in rates of drinking—sufficient important to differentiate between time to target four freshman classes changes in individual behavior and with a social marketing strategy that 29 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

corrects misconceptions about drinking norms. “By the time members of Choose Your Channel the first class are seniors, we’ll have given all of the students an accurate perception.” There are many channels of communication at the disposal of social marketers. Whom to Involve, Here are some to be considered: • face to face (health care profession- What It Takes als, faculty, other students, family members) The campus environment is the sum • group sites (classrooms, offices, total of many influences affecting stu- work areas) dent use of alcohol and other drugs, • organizational (fraternities and some of them with the strength of sororities, social clubs, athletic deeply rooted traditions, some no groups) more than passing fads. The social marketer recognizes that these envi- • mass media (campus newspapers, ronmental factors can help or hinder community newspapers, magazines, the Internet, radio, television, bill- the pursuit of a prevention goal. boards, transit cards) Pride in the name and academic reputation of an institution can help • campus sites (libraries, student unite a campus in a campaign attack- centers, residence halls, common ing a problem that threatens the good areas) standing of the school. On the other • off-campus sites (bars and hand, a tradition of unrestrained restaurants, malls, government drinking at homecomings and other offices, health clinics) annual events may have powerful support that impedes prevention. A Each channel offers different benefits and may require messages in different for- social marketing strategy seeks to mats (although not necessarily different mobilize the sympathetic forces in messages). individuals and the campus community as a whole in support of a prevention goal. A well-thought-out and realistic social marketing campaign can count on valuable allies from the campus community and beyond. Although it may not be necessary to receive official approval for a campaign, it may be wise to keep administrators informed 30

University of California

t the University of California at their boyfriends from drinking and Santa Barbara, students in the driving.” A Communication Department The Bicycling Under the Influence have been drawn into ongoing participa- project at UCSB demonstrated how a tion in a social marketing program for hidden issue can be brought to the sur- prevention of alcohol and other drug face. “At first students laughed and problems. Students in Communication thought it wasn’t a big issue,” says 117 develop and conduct surveys of the Kellerman. “But after researching the student body to design campaign mes- projects, talking to police officers, and sages based on specific attitudes and hearing class presentations, the students behaviors. Topics have included drinking decided on their own that it was a serious and driving, bicycling under the influence, matter and they should be concerned unsafe sexual behavior, and binge about it.” Success in linking students in drinking. “By surveying their specific Communication 117 to the prevention target audience, students learned impor- effort led Hearsum to seek similar cooper- tant things that changed their persuasive ation from the Department of Dramatic messages,” says Judy Hearsum, director Art for creating theatrical presenta- of the prevention program. “For example, tions with a prevention message, and one group that was looking at female from the campus booking office to African American students found that develop entertainment events for the they didn’t drink much, but their alcohol-free nightclub and coffeehouse African American boyfriends did. So, on the campus.11 they altered their message to have the African American women try to prevent CAMPUS EXPERIENCE 31 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

of the nature of the project, its pur- the individual or to an entire group. pose, and its progress. A campaign based on principles of Administrators, faculty, and staff can respect for others can awaken students offer counsel and support in both the who drink to the problems they may planning and implementation of a create for those who do not drink. project. Others who might be enlisted include peer educators, members of interfraternity and Panhellenic coun- Mustering Resources cils, representatives of a residence hall Using students as volunteers or paid employees in a prevention effort not only saves money but association and resident assistants, Major social marketing campaigns in helps identify the campaign with the student and leaders in honor societies and the field of public health have required body rather than an outside agency. student government. large budgets for professional services, Campus chapters of SADD or purchase of media advertising, and BACCHUS may also be drawn in. If evaluation of programs. But campus the intention is to create a program prevention programs rarely command that will be sustained from year to the resources necessary for such a cam- year, it is important to establish a cycle paign. Using students as volunteers or of leadership that will provide experi- paid employees in a prevention effort ence and know-how in the future. not only saves money but helps identify By assuring the target audience the campaign with the student body that the objective is to eliminate or rather than an outside agency. The reduce an alcohol problem and not opportunity to cast a broad net for par- alcohol use itself, a campaign can ticipants in a campaign is limited only attract wide support, even from those by the size of the campus. A large uni- who may be identified as part of the versity can hope to enlist expertise and problem. Experience in the hospitality volunteers from departments with industry has shown that owners of specialists in communications, adver- bars and restaurants whose intoxicat- tising, public relations, and other skills ed patrons are a community problem adaptable to social marketing. can be convinced of the benefit of Sociology, marketing, and public health server training programs that restrain departments may provide guidance or rates of alcohol consumption by their even volunteers for conducting focus customers without cutting into their groups, interviews, and evaluations. profits. Through responsible hospitality Artwork can be produced in art depart- councils they have moved from being ments, perhaps with the inducement of a sore point in the community to prizes for designs or images accepted being perceived as responsible business for use in the campaign. If such talent owners. Wide support can be gained is not available on the campus, com- by framing the objectives of a cam- mercial agencies in the surrounding paign in terms of general benefit to community may be persuaded to 32

donate their professional time. Seeking sponsorships or other Notes support in the way of cash or in-kind 1 Wechsler, H. et al. Binge Drinking on American contributions from community busi- College Campuses: A New Look at an Old Problem. ness firms is another tactic in campaign Harvard School of Public Health, 1995. 2 budgeting. Restaurants, fast-food Johnston, L. D.; O’Malley, P. M.; and Bachman, J. G. National Survey Results on Drug Use from chains, bookstores, and other mer- the Monitoring the Future Study, 1975–1995. Vol. chants who do business with students II: College Students and Young Adults. NIH Publication No. 96-4140. Rockville, MD: can be a source of donations. So can National Institute on Drug Abuse, 1996. organizations such as civic clubs, 3 Walsh, D. C. et al. Social marketing for public health. Health Affairs, Summer 1993, 104–119; chambers of commerce, or local chap- Manoff, R. K. Social Marketing: New Imperative ters of Mothers Against Drunk for Public Health. New York: Praeger, 1985. Driving. Finally, grant programs of 4 Haines, M., and Spear, S. F. Changing the perception of the norm: A strategy to decrease federal, state, and local governments binge drinking among college students. and philanthropic and corporate Journal of American Collegiate Health, 134–140, Vol. 45, Nov. 1996. foundations may offer an avenue for 5 DeJong, W. Setting and Improving Policies for funding. Bear in mind that most Reducing Alcohol and Other Drug Problems on agencies working on prevention of Campus: A Guide for Administrators. Washington, DC: U.S. Department of Education, Higher alcohol, tobacco, and other drug prob- Education Center for Alcohol and Other Drug lems do not accept contributions from Prevention, 1995, Reprinted 1997. 6 the alcohol and tobacco industries. Johnston, op. cit. 7 (See page 34 for estimates of Wechsler, op. cit. 8 some costs associated with a social Atkin, C. Research evidence on mass mediat- ed health communication campaigns. In marketing campaign.) Nimmo D. (ed.), Communication Yearbook (Volume 3). New Brunswick, NJ: Transaction, 1979. 9 DeJong, W. Arresting the Demand for Drugs: Police and School Partnerships to Prevent Drug Abuse. Washington, DC: National Institute of Justice, U.S. Department of Justice, 1987. 10 Job, R. Effective and ineffective use of fear in health promotion campaigns. American Journal of Public Health, 78:163–167, 1988; Solomon, M., and DeJong, W. Recent sexually transmitted disease prevention efforts and their implica- tions for AIDS health education. Health Education Quarterly, 13:301–316, 1986.

11 See “Getting the Message: Don’t Drink and Bike.” Prevention File, Vol. 11, No. 2, Spring 1996. San Diego: The Silver Gate Group. 33 SOCIAL MARKETING The Higher Education Center for Alcohol and Other Drug Prevention

AVAILABLE FROM THE planning and implementing health Resources HIGHER EDUCATION CENTER campaigns and designing media messages. Although the publication is out Raising More Voices than Mugs: of print and no longer distributed by Changing the College Alcohol NCI, it may be available in libraries. Environment Through Media Advocacy The text is available in electronic form was published in 1994 by the U.S. from the National Cancer Institute at Department of Education, with addi- the following Internet address: tional funding support from the http://rex.nci.nih.gov Center for Substance Abuse The Golden Key National Honor Prevention, U.S. Department of Society has prepared an implementa- Health and Human Services. tion guide for a social norms marketing campaign developed for its AVAILABLE FROM chapters. Just the Facts is available OTHER SOURCES from the society at 1189 Ponce de Leon The U.S. Center for Substance Abuse Avenue, NE, Atlanta, GA 30306-4624, Prevention (CSAP) has prepared a or by calling 1-800-377-2401, ext. 226. series of Technical Assistance Bulletins useful in developing prevention and social marketing materials. They deal with developing prevention concepts, communication principles, conducting focus groups, pretesting materials, increasing media coverage, and other issues. The bulletins are available from the National Clearinghouse for Alcohol and Drug Information (NCADI), which can be reached by calling 1-800-729-6686. NCADI’s Website at http://www.health.org/— includes a searchable database, online catalog, and downloadable publications. Making Health Communication Programs Work: A Planning Guide was published in 1989 by the Office of Cancer Communications of the National Cancer Institute and contains a wealth of information about 34

EVALUATION Social Marketing Campaign Core Alcohol and Drug Survey Purchase of each copy $0.22 Some Estimated Costs Scanning of each returned survey $0.17 Executive Summary (9 pp. approx.) $20.00 Abbreviated analysis (50 pp. approx.) $45.00 Disk with raw data $13.00