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Project Description

The Saxon Action Campaign at Schaumburg High School uses a Social Norms Marketing approach to reduce student alcohol and tobacco use by promoting the “actual norm” that most students are making healthy choices by being alcohol and tobacco free.

What is the “Social Norms” approach? The Social Norms approach is based on the fact that most students are already making healthy choices with respect to substance use. At the same time, students (and often their parents and teachers) believe that there is much more youth alcohol, cigarette, and other drug use than actually occurs. This misperception causes many students to believe “everyone is doing it” and creates a climate where many youth feel that substance use is normal. This can create pressure to initiate or continue alcohol, cigarette, and other drug use. The misperception also provides those who abuse with a justification for their behavior. The Saxon Action campaign is designed to correct this misperception and support the healthy choices that most young people are already making. The campaign provides students with accurate information about the prevalence of alcohol, cigarette, and marijuana use among their peers.

Social Norms Marketing is being successfully used across the country in statewide campaigns, colleges, high schools and with other populations to communicate true, positive norms and reduce at-risk behaviors. For more information about social norms and other school campaigns go to: www.socialnorm.org and www.mostofus.org.

When applied to teen substance abuse prevention, Social Norms Marketing is based on the following principles:

• Most teenagers grossly overestimate their peers’ use of alcohol, tobacco and other drugs (ATOD).
• Most teenagers base their decisions and actions on what they believe the majority of their peers are doing. Therefore, the misperception that most teens use ATOD can lead to higher rates of alcohol, tobacco, and other drug use.
• When the fact that ‘most adolescents choose not to use substances’ is provided to youth, they are more likely to choose not to use those substances.

Saxon Action Objectives

• Increase non-use of alcohol and tobacco among SHS students.
• Increase accurate perceptions among SHS students, school staff, parents, and other community members about the percentage of SHS students who are not using alcohol and tobacco.
• Increase positive, healthy behaviors among SHS students.
• Increase reinforcement of Schaumburg High School students’ positive, healthy behaviors by parents and school staff.

A social norms marketing intervention aims to correct the misperception of peers’ behavior in order to influence personal choices. The messages typically focus on the reality of peers’ drinking but may also include the use of protective behaviors by peers. For social norms marketing interventions, the causal pathway can be used to create a logic model that relates the intervention to goals, outcomes and impact.

Upcoming Events

• Wednesday, May 20 & 21 - Orchestra Spring Concert  Auditorium 7:30 p.m.
• Friday, May 22 - Diversity Fair Gym ShelfPeriods 3 - 8
• For more events see our Calendar

Saxon Action is sponsored by the Kenneth Young Center and Schaumburg High School. Funding provided in whole or in part by the Illinois Department of Human Services. Additional funding provided by The Cebrin Goodman Center, Schaumburg V.I.P., and the Willard Levin Living Trust.

"Dedicated to academic excellence, the Schaumburg High School community promotes mutual respect, personal well-being, and lifelong learning as students prepare to be productive citizens in an increasingly complex, global society"