The false norm was defeated because the intervention used in the NIU model was consistent with the moderate drinking norms that were already held by but unknown to most college students. Another way in which this concept may be applied would be a campaign to reduce alcohol related residence hall damage. Most students drink and, also, most students do not approve of damage to their residence hall. Whereas, an effort which gets tough on those who damage the hall is more likely to succeed. O.K. The successes at NIU and Arizona relied on a comprehensive social marketing effort to counter false norms and reinforce the indigenous protective norms of most college students.
Social marketing uses commercial marketing methods to achieve social benefit.
It is important to note the difference between social marketing and social norms. This is a mass behavior change strategy, a community health promotion design. It is cost effective, using limited resources for broad impact. There are other methods which may also be useful in supporting and enhancing the indigenous protective norms of college students. It is exciting to be part of an emerging paradigm for community centered health promotion.