Social norms marketing is an attempt to reduce misperceptions in a community about how many of its members engage in certain behaviors or hold certain attitudes. The University of Virginia uses social norms marketing to combat problem drinking by providing its students, via a number of different mediums, with accurate information on the extent of the drinking culture at U.Va.

The social norms marketing campaign at the University of Virginia began in May of 1998. Now in its seventh year, the campaign uses Social Norms Theory to promote the healthy choice U.Va. undergraduates are making. It also corrects the misperception that heavy drinking is pervasive among the student body.

This website aims to provide you with information about the University of Virginia's Social Norms Marketing efforts as well as specific data regarding U.Va's undergraduate population, our various campaigns, frequently asked questions about our program, how to get involved, and useful information and resources on alcohol education and alcohol abuse.