Overconsumption of alcohol among young people can lead to negative health and social outcomes.
According to the idea of social norms, we are influenced by the actual or perceived behaviours of those around us and tend to behave the way we think most other people do.
Because young people are highly influenced by social norms, highlighting a difference from standard behaviour can be particularly effective in encouraging behaviour change.
We designed a survey with messaging that emphasised different motivations to encourage more moderate alcohol consumption.
Result & Impact
Intentions and knowledge about safe drinking were weak predictors of behaviour change, suggesting that public health initiatives should not focus on shifting attitudes.