Drug Free Rockford tackles underage drinking with social norms campaign

From press release

Drug Free Rockford, in partnership with Rockford Alcohol Free Teens (RAFT) and several Rockford middle and high schools, will begin implementing a health promotion project based upon the social norms approach to prevention that is designed to reduce underage alcohol use.

Research consistently shows that students overestimate the extent in which their peers consume alcohol (Perkins 2003). The social norms approach is an effective, science-based strategy that uses local student data (Illinois Youth Survey) to reduce students’ misconception of peer alcohol use. In doing so, it reinforces the positive, non-use behavior of the majority of students, thereby lessening the pressure to drink alcohol, which students often feel.

The social norms campaign uses posters and fliers distributed in Rockford schools to consistently communicate accurate information about the practice of health, safety and responsibility of most students. Throughout the campaign, Drug Free Rockford and RAFT will conduct “intercept” surveys to determine the effectiveness of the campaign.

Currently, Jefferson, Auburn Freshman Campus, Auburn High School, Roosevelt, Rockford Environmental Science Academy (RESA), Barbour and Ellis participate in the social norms campaign and have assisted in providing input and feedback regarding the material used in the campaign.

Drug Free Rockford is funded in part or whole by the Illinois Department of Human Services, and is part of the Human Services Department within the City of Rockford. Questions regarding this release should be directed to Christopher Greenwood, Community Health and Prevention Coordinator in the City of Rockford Human Services Department at (815) 987-5509.

From the March 17-23, 2010 issue

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