The Impact of a Student-Driven Social Marketing Campaign on College Student Alcohol-Related Beliefs and Behaviors

Abstract

Researchers examined a student-driven campaign intended to reduce high-risk drinking at a Midwestern, public research university in the United States. The campaign was implemented as part of a comprehensive social marketing effort to address high-risk drinking. Efforts employed on campus addressed various aspects of the marketing mix, including product, price, place, and promotion through late-night alcohol-free activities, increased enforcement, a substance abuse mentoring program, and the student-driven promotional campaign. Outcome measures of the campaign evaluation included assessing the effectiveness of promotional materials in prompting student visits to the campaign website and assessing the impact on students’ reported drinking-related beliefs and behaviors. Following extensive formative research, student developers designed campaign promotional materials that incorporated socially relevant images and messages to enhance students’ confidence related to making simple, low-risk decisions about drinking. Evaluation included an anonymous survey sent to a stratified random sample of undergraduate students. Responses were gathered regarding student demographics, appeal of promotional materials, self-reported drinking patterns, and whether the campaign impacted students’ reflections on drinking or beliefs and behaviors concerning their own alcohol consumption. Study results indicate online and interactive promotional materials (i.e., Facebook page and campaign video) increased the likelihood of student visits to the website, and students exposed to the website reported increased confidence and use of techniques to reduce alcohol-related harm. Use of socially relevant messages and online or interactive campaign components appear to be promising when implementing campaigns to address college student high-risk drinking.