The process works by collecting data on the actual versus perceived behavioral norms. If there is an over-exaggeration of the true norms, then media materials and messages are developed to communicate the true norms that exist. When this positive message is sustained for a year or two, the negative health behaviors of the group begin to shift downward to reflect the healthier majority behavior. Behavioral and perception surveys are used to gauge where the target population is at in relation to actual participation in various alcohol, tobacco and other drug health risk behaviors and the perceptions which surround these. Surveys are performed at the onset of the campaign to assist with developing messages and establishing baseline data.
People misperceive the accurate norms related to substance abuse for a lot of reasons.
Some of these include the media, scare campaigns, conversation distortions that say everyone is doing it and selective memory of people using substances. A main consequence of not seeing the true picture of what is going on is that it may influence behavior in a negative fashion. By contrast, in those groups that accurately see lower substance abuse norms - we also see a lower prevalence of substance abuse behaviors. It is expected, that the first year of any campaign will be met with resistance to giving up faulty perceptions of substance use norms. This resistance is expected since most people inaccurately view the substance use behaviors of their peers.