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Alcohol Education is Working: 10 years of declining negative consequences and mortality rates .

This study highlights successful alcohol interventions using the Social Norms Approach by revealing discrepancies between perceived and actual drinking behaviors. It discusses the importance of correcting misperceptions and implementing positive, fact-based messages to empower students, ultimately leading to behavioral change.

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Alcohol Education is Working: 10 years of declining negative consequences and mortality rates .

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  1. Alcohol Education is Working: 10 years of declining negativeconsequences and mortality rates. American College Health Association June 3, 2010 * Philadelphia, PA James Turner, MD & jennifer bauerle, Ph.D. University of Virginia www.socialnorms.org

  2. Successful Interventions Have the following characteristics: • Express empathy • Offer no argumentation • Support self-efficacy • Recognize discrepancy between individual’s behavior & normative behavior in population

  3. Social Norms Approach: Revealing Gap Between Perception & Norm NCHA, Spring 2009, n= 87,105 web & paper surveys Q.: How many alcoholic drinks did you have/do you think the typical student at your school had the last time they “partied” or socialized?

  4. What is a Norm?

  5. Perception of Norms

  6. Why Do Misperceptions Matter? • Misperceived norms can be as powerful as actual norms in influencing behavior • Famous Misperceptions: • Getting cold & wet predisposes you to cold or flu • All college students are drinking

  7. Examples of misperceptions among UVa students • Quantity • The Fourth Year Fifth • University policies • Underestimation

  8. How Do Misperceptions Occur

  9. How Do Misperceptions Occur

  10. In health promotion, sometimes we normalize what we are trying to prevent!

  11. The Normative Version of the Ad Thanks for Not Smoking!

  12. Whatever we focus on expands How many times do the people in the white shirts pass the basketball to each other?

  13. Social Norms Approach “I begin with an idea and then it becomes something else.” - Picasso • Various ways to implement normative approach • Paradigm Shift • towards positive or majority Fact-Based messages are corrected, behavior changes

  14. Social Norms Approach • Social Norms practice is based on long-term relationships • Sandboxes Intended Audience Social Norms Practitioners

  15. PIE Components • Positive: beneficial, constructive, affirmative • Inclusive: embracing, involving, comprehensive • Empowering: energy, authority, strength

  16. Don’t Turn A Night Out Into A Nightmare Campaign Goals of the Campaign “Increase perceptions of the possibility of personally experiencing negative.” *Australia has 2.8 million 15-24 year olds *rate of 7.4 per 100K

  17. Normative Version of Campaign Most Australian Youth Get Home Safely From A Night Out. Thanks, Aussies

  18. New UVa Social Norms Marketing Programs 1999-2008 Campus Wide Campaign Weekly Campus Posters, newspaper ads, BAC cards, & E-mails, Annual music event, Facebook 2002-2006 Primary Campaign Monthly Dorm Posters 1999 Social Norms Programs Intended Audience All Undergrads At RiskStudents First YearStudents Small Group Norms For Athletes, Fraternities & Sororities 2003 Supplemental Social Norms Programs Parents Orientation Normative statistics 2002

  19. Social norms marketing incorporated into longstanding programs • RA (240) training and orientation • Lectures to two substance abuse classes each year (250 students) • Results in class projects, web based presentations, newspaper articles • Collaboration with Dean of Students, UVa Police, and ER staff. • Peer Health Educators

  20. Use normative data to highlight positive, healthy behaviors of majority Encourage protective behaviors, safety, & responsibility through empathy and support self-efficacy Develop discrepancies correct misperceptions between perceived and actual norms Avoid health terrorism (no arguing) Resonates with students and encourages behavioral change Social Norms at UVA

  21. Stall Seat Journal

  22. Quantity and Frequency

  23. Quantity and Frequency

  24. * Signs of alcohol poisoning or injury * Caring for an intoxicated friend * Using the ER

  25. Need to go the hospital? • UVa officials, Dept. of Student Health clinicians, and ER doctors do not notify police for alcohol related incidents. • Parents or guardians are not notified without student permission unless a situation is deemed life threatening. Whenever an emergency 911 call is made on Grounds, University police officers are dispatched to assist with the response. On occasion, follow up and investigation will take place if deemed necessary….

  26. Hoo Knew

  27. Hoo Knew

  28. Hoo Knew

  29. Hoo Knew

  30. Stall Seat Journal

  31. Does it work?

  32. Alcohol-related Negative Consequences Over Ten Years at UVa Interventions since 1999: Social norms marketing, BMI in clinic, other UVa educational initiatives (CASE) Data source: Annual Health Promotion Survey:stratified random sample Statistical analysis: Odds ratios compare the probability of experiencing a negative consequence in the most recent year to the probability in the first year (2001): Less than 1: less probable 1: no change in probability Greater than 1: more probable Computed within logistic regression equations that standardize the years in regards to: Gender Race/ethnicity Class year U.S.A. citizenship

  33. Negative Consequences All UVa Undergraduates 2001-2010 .40* .47* .37* .68** .72** Odds Ratios *p<.001 **p<.01

  34. Negative Consequences All UVa Undergraduates 2001-2010 .24* .38* .19* .51* .55** Odds Ratios *p<.001 **p<.01

  35. UVa Health Promotion Surveys 2001-2010: Female Undergraduate Drinkers: Protective Behaviors for Self Used Usually or Always * * * * *p<.005

  36. UVa Health Promotion Surveys 2001-2010: Male Undergraduate Drinkers: Protective Behaviors for Self Used Usually or Always * * * * * *p<=.01

  37. UVa Undergraduates: Mean eBAC & 99% CI

  38. Campaign exposure predicts outcomesFirst YearUndergraduates 2001-2006(Internal Control Group) Multivariate Analysis: • First year students exposed to the UVa campaign had 24% lower odds of having a BAC ≥ .08 (p = 0.024) • First year students exposed to the UVa campaign had 22% lower odds of suffering two of ten possible negative consequences (p=0.002) Turner, Perkins, Bauerle. J. Am. Coll. Health. 2008. 57:85-93.

  39. Emergency room visits at UVa • SNM project has encouraged friends caring for friends and using the ER • ER visits are up > 100% • Hospital admissions are (closed head trauma, alcohol poisoning) decreased • Incident rate of injury has declined mirroring declines in self-reported injury “More students are seeking appropriate care for themselves and friends.”

  40. Annual ER ExperienceUndergraduates

  41. (18-24 year olds) -34%* -48%** -60% -68%** Submitted JACH. 2010. Turner, Keller, Bruce. * P= 0.03 99/09 vs. 89/99. ** P< 0.001 vs. state and national data.

  42. Outbreak of Health? • 2010 compared to 2001: • 2741 fewer students suffered injuries • 2883 fewer students drove under the influence • 711 fewer students had unprotected sex • 2001 to 2010: • 23,300 more students over 10 years no negative consequences related to alcohol. • Significant increases in use of protective behaviors. • Increased use of emergency services, less severe conditions • Twenty Year Trend of decreasing mortality rates due to alcohol-related unintentional injury

  43. Use experts…ask for feedback EARLY

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