Social Norms Campaign Changes Perceptions of Teen Substance Use
Many teens overestimate the number of their peers that are using alcohol and drugs; studies are showing that perceived use is much higher than actual use both by Wheeling Township students, as well as their counterparts across the state of Illinois.
Northwest suburban nonprofit Link Together Coalition, an alcohol and drug prevention coalition that serves Wheeling Township, partners with District 214 high schools including Buffalo Grove, Hersey, Prospect, Rolling Meadows, and Wheeling high schools. The goal is to correct teens' over-perception that 'everyone does it' through the coalition's Social Norms Marketing campaign.
This research-based prevention approach has been proven to lower substance use rates in schools. It focuses on changing the view of social norms in order to change the behaviors around the potential, or perceived use of drugs or alcohol.
The Social Norms Marketing campaign began by first collecting data from students through the statewide, Illinois Youth Survey. This survey provided a baseline regarding reported substance use, and is a measurement that now refutes the common student misperceptions that 'everyone' is using alcohol or drugs.
Not everyone is doing it; the 2016 Wheeling Township Illinois Youth Survey included 6,020 high school students, where 75.5-percent reported they were not using alcohol, and 85-percent reported they refrained from using marijuana.
"The Social Norms project has brought a level of 'wide-eyed' reaction when students ask and realize that the majority of their peers live alcohol and substance-free," said Prospect High School teacher Timothy Wolowiec. "Students realize that a healthy lifestyle is not only achievable, but also common. This has been a fantastic addition to our school culture."
Link Together Coalition also works with Wheeling Township high schools to lower alcohol and drug usage through positive messages in posters, announcements, lunchroom activities, and more. The program engages faculty through their NORMS Teams, who help to implement and support the program through interactions with the students in the school environment.
For example, Buffalo Grove High School NORMS faculty created a social norms public service announcement (PSA) to reinforce their program materials and messaging, and was made available to students. The PSA can be found at this link: http://www.linktogethercoalition.org/social-norms-marketing.
The program encourages parents, along with faculty and all community members, to talk with teens about substance use whenever the opportunity arises.
"It is empowering to be able to give our students a refusal skills tool," said Rolling Meadows High School teacher Heidi Huck. "The Social Norms campaign helps our students make better choices concerning their health and well-being."
Link Together Coalition works on an ongoing basis to create a greater community culture that disapproves of underage drinking and drug use, and supports teens making healthy choices for themselves.
For more information about Link Together Coalition, please visit http://www.linktogethercoalition.org/.
ABOUT LINK TOGETHER COALITION:
Link Together Coalition empowers youth to be drug and alcohol free, and serves Wheeling Township middle and high school students and parents. These populations are provided with education, advocacy, access to community resources, and policy awareness. The organization's prevention programming is made possible by grants from the Illinois Department of Human Services, Substance Abuse and Mental Health Administration (SAMHSA), and Drug Free Communities.