How effective is social norms marketing?

While there has not yet been definitive research on the effectiveness of social norms marketing campaigns, several schools have implemented such campaigns with encouraging results. (For more information, visit Field Examples .) Some schools have gathered survey data showing decreases in high-risk drinking after implementation of a social norms marketing campaign on campus. While these results are promising, it is important to remember that no one strategy will solve the problem of high-risk drinking on college campuses. A social norms marketing campaign should be one component of a more comprehensive effort to prevent high-risk drinking.