What You Need to Know to Get Started
What Are Social Norms?
Social norms are the shared beliefs within a group about how people typically behave (descriptive norms) and the behaviors that are socially approved or expected (injunctive norms). In college settings, these norms strongly influence how students think, feel, and act, especially around health behaviors such as substance use, studying, sleep, and social life.
Why Do Social Norms Matter?
Many students misperceive their peers’ substance use and patterns. For example, they might assume “everyone drinks heavily,” when most students do not. These misperceptions can unintentionally increase risky behaviors because people often adjust their actions to fit what they believe is “normal.”
Social norms campaigns work to correct those false perceptions by sharing accurate data. When students see evidence that most of their peers make safe or balanced choices, they’re more likely to align their own behavior with that reality.
Let’s take a closer look at “What Are Social Norms!”
REQUIRED Learning Video
Before creating your campaign materials, please watch the following short video (linked below) to better understand how social norms influence behavior and how social norms campaigns are used in health communication.
Video: “What Are Social Norms?”
Note: You must watch this video before submitting your campaign materials.
Connecting to Strength-Based Messaging
A social norms approach focuses on positive, accurate representations of behavior rather than fear-based or problem-focused narratives.
By highlighting the healthy actions that already exist in student populations, campaigns promote confidence, belonging, and positive peer influence, key factors for health behavior change.
Using the Data Sheet
As part of your campaign submission, you must include at least one statistic from the Social Norms Data Sheet provided. These data points come from a WSU-based research study that surveyed WSU students and reflect accurate, evidence-based information about student behaviors and attitudes related to alcohol use. Your selected statistic should be integrated clearly and accurately into your poster or digital content to support your campaign message.
When choosing your data:
- Select one clear, meaningful fact that represents a positive or realistic behavior (e.g., “Only 10.2% of students forgot to use a condom after drinking”).
- Translate the statistic into a message your peers can relate to. For example:
- Data: “Over 90% of WSU students did not experience an alcohol-related injury.”
- Message: “Most Cougs look out for themselves and their friends—serious drinking injuries are not the norm.”
- Keep the message brief, memorable, and strength-based (avoid shaming or fear-based tones).
Data Fact Sheet: Click the link below to open the PDF in another tab
Cougs Speak: Data Fact Sheet 2025-2026
When including a statistic in your campaign content, be sure to note where the data came from, as this strengthens the credibility of your message. For these materials, you may use the following citation: “Based on data collected from WSU students in 2025.” You are also welcome to reword or phrase this citation in a way that best fits your design, as long as the source remains clear.
You are also welcome to use the Cougs Speak campaign logo in your design, but you are not required to do so. Logo usage—or non-usage—will not provide any favorable or unfavorable advantages during judging.
Tip: Data that feels authentic and relevant to your target audience should sound realistic to your peers; it’s more likely to shift perceptions effectively.