So Haines and two colleagues set out to change the perceptions with ads in the campus newspaper that said most male students consumed less than five drinks at a time and most female students drank less than three. And the number of heavy drinkers on campus has dropped by 45 percent, he said. But the true norm is that although most students drink, they do it responsibly, don't get hurt and don't get into trouble. NIU is the model for the Montana Social Norms project, which is running ads portraying young drinkers as consuming four or fewer drinks. The project is funded by the State Traffic Safety Division under a federal grant.
Critics say the models in the ads look like teens, too young to drink in Montana at all.
And they charge that the message should be abstinence. But attacking the perceptions of false norms works, supporters say. Gannett Co .