MerrillSocialNorms-aboutuss.htm
 
 
                                                                                         
 

When asked, students usually overestimate the percentage of their peers who use alcohol, tobacco & other drugs.  When they overestimate, they justify use by their peers AND are more likely to use themselves.  Our goal is to challenge and correct students’ misperceptions of peer alcohol, tobacco & other drug use in order to help them resist using alcohol, tobacco and other drugs.

 

The Social Norms Project uses a theoretical approach and marketing strategies to correct misperceptions of alcohol & other drug use by students. The Merrill Social Norms marketing campaign has included:

  • posters placed throughout the high school, and 8th grade level at the middle school
  • information in the middle and high school parent newsletters
  • local television ads
  • Billboards
  • social norms message on the high school computer log-in screen
  • local radio commercials
  • articles in local newspapers and presentations to various community groups and organizations. 

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