TITLE

EFFECTIVENESS OF A SOCIAL NORMS MARKETING CAMPAIGN ON A UNIVERSITY CAMPUS

AUTHOR(S)
Bass, Martha A.; Keathley, Rosanne
PUB. DATE
December 2008
SOURCE
American Journal of Health Studies;2008, Vol. 23 Issue 4, p173
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Social marketing has been widely used on college campuses for reducing risks associated with high-risk alcohol consumption. The purpose of this study was to examine the efficacy of a poster campaign at a mid-size university. The poster was designed to increase awareness of preventing alcohol related automobile accidents by preventing friends from driving while intoxicated. Posters were displayed across campus from Fall 2004 to Fall 2005. Four-hundred-forty-seven students responded to a questionnaire designed to obtain information regarding observation and interpretation of the poster. Results indicate that 51% of the respondents noticed the poster. Of those students who noticed the poster, 40.5% read the poster content. Twenty-four percent reported a positive influence on drinking and driving behavior while 30% reported no influence on behavior. The poster influenced 23% of the respondents to encourage their friends to not drive when under the influence of alcohol. The respondents reported the layout was not an effective means of attracting attention to the poster, however, 67% of respondents felt the poster campaign was an effective alcohol awareness strategy. Findings indicate that students consider poster campaigns effective strategies to increase awareness of drinking and driving. However, poster design is significant in the development of successful campaigns. This study addresses CHES Responsibility IV, Evaluating Effectiveness of Health Education Programs. The study was developed to assess the effectiveness of a social norms marketing campaign designed to influence health behaviors. CHES Responsibility I, subcompetency 3, is also addressed in that a questionnaire was developed as the assessment tool.
ACCESSION #
38213168

 

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