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UT Social Norms Project

UT Social Norms Project. Christina Ly, MPH Health Promotion Resource Center University Health Services The University of Texas at Austin. Background. The University of Texas at Austin Austin , Texas Urban; population 824,205 ~ 51,000 undergraduate students Priority population

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UT Social Norms Project

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  1. UT Social Norms Project Christina Ly, MPH Health Promotion Resource Center University Health Services The University of Texas at Austin

  2. Background • The University of Texas at Austin • Austin, Texas • Urban; population 824,205 • ~51,000 undergraduate students • Priority population • Undergraduate students age 18-24 • Goal • Evaluate the effectiveness of the social norms approach at a large, urban university to reduce high-risk drinking

  3. Team Members • Susan Hochman, M.P.H. • Principal Investigator • Jessica Hughes Wagner, M.P.H. • Health Promotion Specialist • Andrew Mendoza • University Health Services Art Director • Christina Ly, M.P.H. • Social Norms Graduate Assistant • (Vacant position) • Coordinator for Prevention Strategies

  4. Program Components • Social Norms Campaign • 21st Birthday Card Program • 21stBirthday Card Surveys (pre- and post- tests) • Assessments/Evaluations • Environmental Scan

  5. Campaign Development • Process for all designs • Development with peer educators • Field testing • Focus groups • Creating the “Know Your Line” brand • Consistent “Dri/unk” design on all promotional materials • Social norms messages • Behavioral norms • 1st design: “Ref Yourself” • Injunctive norms • Subsequent designs

  6. Social Norms Campaign • Campus advertisements and promotional items • 900 posters • 28 video monitor displays • 3 weeks on The Daily Texan • 3,433 t-shirts • 200 Koozies and 350 sports bags • Social Media • “Know Your Line” Facebook page • 2,740 Facebook ‘Likes’; 91% age 18-24 • 222,613 Peak Facebook Reach • 969,676 Friends of Fans • “Know Your Line” Twitter page • 22 Twitter followers • “Know Your Line” Video Contest (Fall 2012) • Texas Student Television commercial

  7. 21st Birthday Card Program • #UTHappyDance Video Contest • 21st Birthday Card Pre-Test Survey • 21st Birthday E-card • Control • Social norms only • Risk management only • Combination • 21st Birthday Card Post-Test Survey

  8. Assessments • National College Health Assessment • UT Social Norms Survey • Field tests: student feedback at campus events • Virtual focus groups (via BlackBoard) • 21st Birthday Survey (pre- & post-tests) • Environmental Scan: ratio of alcohol outlets to students, identifying whether high or low-density campus • In progress: measuring alcohol outlet density within 3 mile radius of the University of Texas at Austin campus

  9. Environmental Scan

  10. Next Steps • Complete Environmental Scan • New Student Orientation Resource Tables • 610 t-shirts being distributed to incoming freshmen students • Continue developing new designs for additional campaigns via t-shirt, Facebook ads, posters, and advertisements • Plan events for t-shirt giveaways • Launch “Know Your Line” video contest • Evaluation and reporting

  11. For more information, please go to www.facebook.com/KnowYourLine or email Christina Ly at c.ly@uhs.utexas.edu

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