The message above is the feature of our new social marketing campaign, aimed at preventing youth from using alcohol. The message is derived from the theory that when youth perceive that most of their peers use alcohol, they are more likely to use it themselves; this is called social norms marketing. Social norms can also play an important role in other social activities; such as sports, clubs, social media, etc.
It is quite common for youth to misperceive the actions of their peers, especially when it comes to drug and alcohol use. Youth often over report the number of their peers who use drugs and alcohol. It is important to compare the number of youth who report having used alcohol and youth’s perception of their peers use of alcohol.
For more information visit: https://www.drugabuse.gov/