DeJong, W. (2002). "The role of mass media campaigns in reducing high-risk drinking among college students. " Journal of Studies on Alcohol (Supp. 14): 182-192. Reprinted with permission. The Role of Mass Media Campaigns in Reducing High-Risk Drinking amo

ABSTRACT. Objective: This article categorizes and describes current media campaigns to reduce college student drinking, reviews key prin-ciples of campaign design and outlines recommendations for future cam-paigns. Method: The article describes three types of media campaigns on student drinking: information, social norms marketing, and advocacy. Key principles of campaign design are derived from work in commer-cial marketing, advertising, and public relations and from evaluations of past public health campaigns. Results: Information campaigns on the dangers of high-risk drinking are common, but none has been rigorously evaluated. Quasi-experimental studies suggest that social norms mar-keting campaigns, which correct misperceptions of campus drinking norms, may be effective, but more rigorous research is needed. As of this writing, only one major media campaign has focused on policy ad-vocacy to reduce college student drinking, but it is still being evaluated. Lessons for campaign design are organized as a series of steps for cam