Case Studies - DeKalb and Sycamore High Schools (DCP/SAFE)
Project Description
In 1998, DeKalb County (IL), in partnership with the local DeKalb and Sycamore high schools, began an intervention using the social norms approach. Although ultimately targeted at DeKalb and Sycamore high school students, this intervention featured three interrelated normative message campaigns aimed at: 1) Students, 2) Parents, and 3) Teachers.
Project Funding Source
Funded by the Illinois Department of Human Services Communities CAN! Program, through a state Incentive Grant from the Federal Center for Substance Abuse Prevention (CSAP).
Project Objectives
To increase the number of students who do not use alcohol and do not smoke cigarettes.
Baseline Data
The baseline survey revealed the following regarding alcohol use:
- 72% of sophomores did not drink 5 or more drinks in one sitting during the past two weeks.
- 55% of students have chosen to be alcohol free during the last 30 days.
- 70% of students chose not to be drunk during the last 30 days.
- 80% of students choose to be alcohol free at parties.
The baseline survey revealed the following regarding tobacco use:
- 75% of the sophomores did not use tobacco during the last 30 days.
- 95% of the sophomores chose not to use smokeless tobacco during the last 30 days.
- 81% of students chose to be tobacco-free at parties.
In addition, various misperceptions were identified:
- Students thought that 94% of their peers had chosen to drink 5 or more drinks in one sitting during the past two weeks.
- Students thought that 99% of their peers had used alcohol during the past 30 days.
- Students thought that most of their peers had gotten drunk during the last month.
- While 75% of students had not used tobacco during the last 30 days, the vast majority of students thought their that peers had done so, with parents and teachers significantly overestimating student use as well.
Marketing Methods Employed and Primary Normative Messages
DCP/SAFE's marketing tools include:
Newspaper ads
- Posters
- Flyers
- Postcards
- Radio ads
- Television ads
- Brochures
- Presentations
A number of basic messages have been developed based on the data, then crafted so as to explicitly refer to the school in which they appear. Posters bearing these messages are displayed throughout the high schools, with a new message and image appearing monthly. The basic normative messages targeted at students include:
(Click on any linked item to view the poster.)
- Most of Us (4 out of 6) haven't used alcohol during the past 30 days.
- Share the Truth ... Most of us care. Most of us don't drink.
- Most of us are healthy. Most of us don't drink. Most of us: 4 out of 6.
Baseline data revealed that students ranked their parents second only to health authorities as a believable source for information about alcohol. Accordingly, a simultaneous normative message campaign was developed targeting parents. Examples of these message include:
- Share the truth... Most students don't drink alcohol.
- "Parents, thanks to you, our kids are healthier. Share the Truth: Most Students Don't drink at Parties"
Here are two examples of ads that were placed in local papers that were identified as valuable media channels to reach parents:
- Dear Mom and Dad, We believe the information you share with us about alocohol...
- Remember when you were his superhero... You still are! And he believe the FACTS you share with him...
Postcards and letters with normative messages are mailed to DeKalb and Sycamore high school students and to their parents. Here are examples of two postcards that were mailed to students:
- Together, we have strength in numbers!
- How do you compare to most students?
- Particularly notable because the card can be redeemed for a free cookie at a local deli.
The basic normative messages targeted at students regarding tobacco use included:
(Click on any linked item to view the poster.)
- Most of us (81%) don't use tobacco.
- Most Barbs don't smoke! 76% have not used tobacco in the last 30 days.
- 8 out 10 choose not to smoke.
- 8 out of 10 don't smoke! Healthy tools to share...
- Most of Us Don't Smoke: 83% Choose not to.
Baseline data revealed that students ranked their parents second only to health authorities as a believable source for information about alcohol. Accordingly, a simultaneous normative message campaign was developed targeting parents. Examples of these message included:
- Share the Truth: Most Students Don't Use Tobacco Products
- Parents, Good News, Our Kids Believe Us! Most of Our Students Don't Use Tobacco
Coalition volunteers also display posters in locations that adults frequent throughout the community, including: banks, dry cleaners, bookstores, churches, police departments, day care centers, libraries, and various workplaces. In addition, messages encouraging the community to "Share the Truth" that most Sycamore and Dekalb students don't drink alcohol saturate the community via billboards, as well as radio and television advertisements.
In addition to seeing the posters displayed in the schools, teachers received occasional postcards and brochures bearing normative information; these were placed in their staff mailboxes.
Measures of Message Diffusion 1999-2001: Students Report ...
- 15% increase in hearing positive messages about the non-use of alcohol and tobacco from their parents.
- 19% increase in hearing positive non-use of alcohol and tobacco messages from their peers.
- 11% increase in hearing positive non-use of alcohol and tobacco messages from other adults.
- 17% increase in hearing positive non-use of alcohol and tobacco messages from siblings.
Evaluation
One notable aspect of this intervention is that the Center for Prevention Research and Development was contracted by the Illinois Department of Human Services to independently evaluate its effectiveness. Data for evaluation has been collected using self-report surveys, as well as perception of youth use survey administered to teachers, staff and parents.
Note: The Illinois Department of Human Services required that evaluation results be based on pre- and post-test measures among 10th graders (i.e., high school sophomores) only.
Project Results
After two years of intensive project implementation, all of the data trends were in a positive direction:
- Parents, teachers, and students more accurately perceived the student norms on nonuse;
- Parents and teachers reported communicating true norm messages more frequently in their interactions with students;
- Students reported receiving more alcohol and tobacco-related information from parents, teachers, posters, flyers, and radio; and
- Student use of alcohol and tobacco declined significantly.
Specifically, the 30-day measure of alcohol use dropped from 43.7% at Time 1(1999) to 30.4% at Time 2 (2001), a 13.3 percentage point decline that represents a 30.4% reduction in use. Similarly, the 30-day measure of cigarette use dropped from 25.6% at Time 1 to 16.8% at Time 2, an 8.8 percentage point drop equaling a 34.4% reduction in use.
Further Information
See
Haines, M., G. Barker and R. Rice, "Using Social Norms To Reduce Alcohol And Tobacco Use in Two Midwestern High Schools," Pp. 235-244, In H.W. Perkins (Ed.) The Social Norms Approach To Preventing School And College Age Substance Abuse: A Handbook For Educators, Counselors, And Clinicians. San Francisco: Jossey-Bass, 2003.
Contact Information:
Michael Haines, Director
8723 River Lane
Kingston, IL. 60145
Email: mhaines@niu.edu
Phone: (815) 751-0624