Sage Journals: Discover world-class research

Abstract

The Anti-Tobacco Media Blitz (ATMB), a social-norms marketing program, was utilized for tobacco prevention with middle and high school students. University students assisted middle and high school students with the implementation of this campaign, which included a variety of media. Students worked in teams to design, develop, and evaluate tobacco-free messages through posters, radio, television, and peer-led activities. Evaluation of the campaign was constant and included assessment of message retention and demonstration of positive behaviors. This article discusses the procedures of this project, the five-step social norms marketing model, with emphasis on the student-centered evaluation and results.

Get full access to this article

View all access options for this article.

References

Tobacco Information and Prevention Source (TIPS). (2005). U.S. Department of Health and Human Services, Centers for Disease Control and Prevention. (World Wide Web document) URL http://www.cdc.gov/tobacco/issue.htm.

Health, United States. (2004). U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Health Statistics. (world wide web document) URL http://www.cdc.gov/nchs/data/hus/hus04.pdf#Fig12 p. 54.

Youth Data Survey Report. (2000–2001). Harrisonburg City and Rockingham County. Healthy Community Council.

Morbidity and Mortality Weekly Report. (2004). Cigarette use among high school students—United States, 1991–2003. June 18, 2004 (53) 23.

Perkins

H. W.

(1991). Confronting misperceptions of peer drug use norms among college students. An alternative approach for alcohol and other drug education program. In Peer Prevention Program Implementation Manual. Fort Worth, TX: Higher Education Leaders/Peer Network, Texas Christian University.

Perkins

H. W.

, & Wechsler

(1996). Variations in perceived college drinking norms and its impact on alcohol abuse: A nationwide study. Journal of Drug Issues, 26(4), 961–974.

Haines

(1996). A social norms approach to preventing binge drinking at colleges and universities. Newton, MA: The Higher Education Center for Alcohol and Other Drug Prevention.

Hansen

W. B.

, & Graham

J. W.

(1991). Preventing alcohol, marijuana, and cigarette use among adolescents: Peer resistance training versus establishing conservative norms. Preventive Medicine, 20, 414–430.

Perkins

H. W.

, & Berkowitz

A. D.

(1986). Perceiving the community norms of alcohol use among students: Some research implications for campus alcohol education programming. The International Journal of Addictions, 21(9&10), 961–976.

10.

Perkins

H. W.

(1995). Scope of the problem: Misperceptions of alcohol and drugs. Newton, MA: Higher Education Center for Alcohol and Other Drug Prevention, Catalyst, 1(3).

11.

Andreason

(1995). Marketing sound change: Changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass.

12.

Hoover

(2004, August). The Chronicle of Higher Education. Studies find social strategy reduces drinking at colleges.

13.

Weschsler

(1995). Binge drinking on college campuses: A new look at an o1d problem (pp. 3–16). Boston: Harvard School of Public Health, College Alcohol Study, Department of Health and Social Behavior.

14.

Virginia Tobacco Settlement Foundation Annual Report. (2003, 2004). Compendium of tobacco prevention programs for youth. (world wide web document) URL http://www.vtsf.org/compendium.asp.

15.

U.S. Department of Health and Human Services. (2002). Public Health Service. In Making health communication work (pp. 40–42). Bethesda, MD: National Institutes of Health.

An Evaluation of a Social Norms Marketing Project for Tobacco Prevention with Middle,High,and College Students;use of Funds from the Tobacco Master Settlement (Virginia)

Abstract

Get full access to this article

References