Campaign to reduce heavy drinking under way

A project to reduce heavy drinking and alcohol-related harm among students is under way at the university this fall, employing the “social norms” strategy. Classroom posters and other materials that are part of this campaign will be used throughout the campus.

Sam Gitchel, Social Norms Marketing Project director in University Health and Psychological Services, explained the campaign:

“'Although Fresno State has a lower incidence of heavy drinking than most campuses, a disproportionate number of campus problems occur to heavy drinkers. These problems often extend to their friends, neighbors and the campus community.

“'One of most salient influences on a student’s alcohol consumption is his or her perception of peer drinking norms. Students who believe their peers drink heavily tend to do so themselves. Many Fresno State students – especially those who drink heavily – greatly overestimate how much alcohol their peers consume. In essence, they are influenced by a false norm.

“'This project will attempt to correct this misperception and thereby reduce heavy drinking and alcohol-related harm. We will ‘turn up the volume’ on the safe and moderate behaviors of most students. We will also promote protective ‘safer drinking’ behaviors, such as counting drinks, avoiding drinking games and using a designated driver. A growing body of research indicates that this approach is effective.”

The following information and more about the project is posted at the Health Center Web site.

• More about the social norms approach.
• Survey findings on Fresno State students’ alcohol consumption and perceptions of norms.
• Sample posters.
• How faculty can support this effort.
• Other alcohol efforts at Fresno State.

For more information or to offer comments about the posters, contact Gitchel at samg or 8-6735.