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.

CONTACT US

Partners

The Kenneth Young Center

The Cebrin Goodman Center
Schaumburg High School

Links

http://www.socialnorms.org/ - This is a fine overview/introduction to the science of the positive by Michael Haines, a leader in the field.
http://www.mostofus.org/ - A model program developed by Jeff Linkenbach, Ed.D for the state of Montana.
http://www.drugfree.org/ -  Great overall information on substance abuse prevention.
http://www.prevention.org/ - Prevention First is a nonprofit resource center committed to building and supporting healthy drug-free communities through public education, professional training and effective tools for those working to prevent drug use and related issues such as violence, teen pregnancy and academic failure.