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Social Norms Campaigns and You A department’s journey towards a
comprehensive high-risk drinking and drug abuse prevention and
intervention plan
Jen Sell-MatzkeAssociate Director of Residential Life
for Staffing and Student Programs
Robert C. Reff, PhDInterim Assistant Dean of
Students for Chemical Health & Outreach
Programming
Dan PedersenDirector of Residential Life
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Who are we?
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Jen Sell-MatzkeAssociate Director of Residential Life
for Staffing and Student Programs
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Rob ReffInterim Assistant Dean of
Students for Chemical Health & Outreach Programming
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Dan PedersenDirector Residence Life
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A Few Things...
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Open Source
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www.stcloudstate.edu/uchoose
www.stcloudstate.edu/reslife
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Questions Welcomed
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St. Cloud State University
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17,000 Students
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86% from Minnesota
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3,000 Students Live on Campus
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80% of first year students live on
campus
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How it all started...
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New Administration
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New Philosophy
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Confluence of Events
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Philosophy
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Harm Reduction
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Data Driven
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Student Engaged
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Best Practice
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Collaborative
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Enhance Current Efforts?
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Resources
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http://www.socialnorms.org/
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http://www.higheredcenter.org/
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Social Norms Theory
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Define the theory of social norms...
Win a prize!!!
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Misperception about behavior of
peers
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Alcohol:Students believe that the quantity and frequency of
alcohol use is higher for peers than they actually are
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What causes misperceptions?
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QuickTime™ and a decompressor
are needed to see this picture.
Animal House - 1978
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QuickTime™ and a decompressor
are needed to see this picture.
Old School - 2003
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BaselineBaselineIdentify Identify Actual & Actual &
Perceived Perceived NormsNorms
InterventInterventionion
Intense Intense Exposure Exposure
to to Accurate Accurate NormsNorms
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Expected ResultsExpected ResultsLess ExaggeratedPerception of Social Norms
Reduction of harmfulbehavior & increase in
healthy behaviors
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Goals for Project
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Gather accurate data about
student’s behavior
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Test social norms theory for large
scale implementation
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Collaborate between multiple
departments
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Foster increased community among
residents
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Residential Life Background
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Sherburne Hall
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Step 1: Collect Baseline
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Collect Data
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What would we find:
a) Students perceive others drinking
more than they areb) Students are drinking at high-
risk levels and they are accurately
perceiving the norm
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What would we find:
a) Students perceive others drinking
more than they are
b) Students are drinking at high-risk levels and they are accurately perceiving the norm
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Intervention
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Norms Clarification
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Other Interventions
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Results
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Time ran out on intervention
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Small sample on post-test
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Lessons Learned
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Students take a lot of surveys
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“This is what the students want...”
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“I start work at 8am and the
students meet at 9pm”
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Student Involvement
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Modeling Behavior
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Life Happens
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Interesting Data
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Next Steps...