For our campaigns, we did not segment the audience along any particular racial, gender, or biological differences. Instead we appealed to our students shared identity as Spartans, the MSU mascot. By appealing to the population as a whole rather than groups or sub-groups within that population, we felt we could effect the most change with regard to harmful behaviors and protective behaviors.
We crafted our interventional stimuli from the information we found in our formative evaluation. Messages centered on descriptive norms and injunctive norms for both consumption habits and protective behaviors. The “descriptive norm”-stimuli addressed the behaviors of MSU students. Below is an example of a descriptive norm poster that addresses consumption and protective behaviors:
The statement “0-4 drinks (at most) when they party” addresses consumption and the statement “92% of those who choose to drink, eat food...” addresses protective behavior. A poster that addresses injunctive norms is featured below:
This poster addresses beliefs regarding what students think is right regarding consumption.
After crafting posters like the ones above through careful development and pretesting, the posters must be placed in numerous, prominent locations to ensure adequate exposure. We have placed our posters and fliers in residence halls, in newspapers, on bulletin boards, in the bars and restaurants and other numerous places around campus.