Social Marketing Strategies for Campus Prevention of Alcohol and Other Drug Problems

This guide explores how social marketing can be employed to bring about changes in the perceptions and patterns of student alcohol and other drug use. It examines how social marketing draws on the lessons learned from commercial marketing and explains how the two differ. Through relating the experiences of 10 colleges and universities, it illustrates the benefits of a social marketing campaign.

For more information on social norms and social marketing, visit our Frequently Asked Questions.