WE
CAN Works - 2000
"WE CAN
Works": A Model, Multi-Tiered Social-Norms Project at Western Washington
University
Abstract top of page
"WE CAN Works"
A Model, Multi-Tiered Social-Norms Project at Western Washington University
"WE
CAN Works" consists of an environmental prevention initiative utilizing
innovative and effective social-norms delivery strategies for (a) primary
prevention, (b) secondary prevention, and (c) campus-community coalition
building.
Quantitative
and qualitative data collected by "WE CAN Works" staff between 1992 and
1999 provides evidence of the following outcomes:
1. Social-norms,
mass-media marketing for primary prevention works. After implementation
of a campus-wide social-norms marketing campaign in 1997, students reported
a significant 20 percent decrease in high-risk consumption in 1998.
2. Social-norms, risk reduction for secondary prevention works.
Using socially-normed, individualized feedback profiles, 62 percent of
students sanctioned into the Social-Norms Risk Reduction program between
1997 and 1999 reported reducing their typical number of drinks by one
or two drinks; 27 percent remained the same; and 11 percent increased
their consumption.
3. Social-norms, community building strategies work. Qualitative
data suggests that key campus and community opinion leaders have (a) more
accurate perceptions of campus norms and (b) a shared mission regarding
their role as environmental risk managers.
Building on this
model program, "WE CAN Works" prioritizes three main goals for the project
year:
1. To
partner with the Higher Education Center for Alcohol and Other Drug Prevention,
the American College Health Association, and the Washington College Task
Force to disseminate "WE CAN Works" multi-tiered social-norms model through
conference presentations, research articles, program replication manuals,
on-site consultations, and a well-developed and well-maintained web site.
2. To build on and further evaluate "WE CAN Works" mass-media,
social-norms campaign to decrease high-risk drinking and its negative
consequences.
3. To enhance the quantitative and qualitative assessment of "WE
CAN Works" (a) Social-Norms Risk Reduction Program and (b) the Social-Norms
Community Building component with members of the Campus-Community Coalition.
The Higher
Education Center for Alcohol and Other Drug Prevention's
What Schools
Are Doing Website - features social norms article: top
of page
Project
WE CAN: Social Norms Marketing at Western Washington University
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