The University of
Missouri-Columbia (MU) is a public university with an enrollment of
approximately 23,000 students.
Results to Date
21% Reduction over the first 2 Years of the project (1998-200).
During the first
year of its intervention, MU's rate of heavy episodic alcohol consumption
decreased from 60% to 53%, a 7 point decline, which equals an 11.7%
reduction. The second year of the intervention yielded an additional
5.7 point decline; together, the total point decline over the two years
(12.7) equals a 21% reduction in heavy episodic alcohol consumption.
Data from the control
institution showed 6 point increase in heavy episodic drinking after
the first year (from 28% to 34%), and a 10 point increase after the
second year. Together, the total increase over the two years (16 points)
equals a more than 50% increase in heavy episodic alcohol consumption
at the control school that did not have a social norm campaign.
Pre- and post-intervention data was collected by surveying the same group of freshman students
at both the MU and the control campuses.
normative messages during the initial phase (1998-2000) of the project at MU were:
Over the past three years (2003-2005), the project has expanded its focus to emphasize the protective behaviors of student drinkers, as well as their attitudes about drinking. This has resulted (over an 18-month period) in:
- "Most MU students
drink 0-4 drinks per week."
- "Most MU students don't drink and drive."
- "Most MU students have not missed class due to drinking."
- "Most MU students use alcohol once a week or less."
- A 44% increase in students who alternate non-alcoholic and alcoholic drinks
- A 38% increase in students who decide, before they go out, on a set number of drinks
- A 25% increase in students who use a designated driver
- A 25% increase in students who eat before drinking
- A 9% increase in students who have been a designated driver
- A 6% increase in students who do not drink if they have academic obligations the next day
- A 3% increase in the number of students who decide not to drink at a party
- A 21% decrease in the number of residence hall students who have driven under the influence of alcohol
- A 10% decrease in the number of underage students who have driven under the influence
Project staff have created an extensive norm intervention that has been incorporated into all aspects of the students' environment: where they live, study, eat, socialize, and learn. Elements have included:
- Normative ads are placed weekly in three different student newspapers, either solely communicating social norms messages or advertising events with normative messages incorporated into them.
- New posters for the living units every month.
- Large sandwich boards for the student commons that change weekly.
- Promotional items including ID holders/key chains, t-shirts distributed at major prevention events, water bottles, buttons and mouse pads for all computer labs on campus.
- Ads at the bottom of each page of the Greek telephone directory.
- Social norms training for the most influential people in students' lives, including admissions recruiters, academic advisors, faculty, residential life staff, orientation leaders, coaches, parents, and key administrators.
Director, Wellness Resource Center and ADAPT
34 Brady Commons
University of Missouri-Columbia
Columbia, Missouri 65211
of the information presented on this page were originally prepared by Michael
Haines and Richard Rice and are printed here with their permission.