An exploratory cluster randomised trial of a university halls of residence based social norms marketing campaign to reduce alcohol consumption among 1st year students

Table 1 Social norms intervention components and examples of core messages communicated within them

Timing	Material	Core message
October 2011	Posters	'Those around you are drinking less than you think: students overestimate what others drink by 44%'
	Posters	'Most of us significantly overestimate the amount that others drink'
	Beer mats/coasters	'Those around you are drinking less than you think: students overestimate what others drink by 44%'
	Beer mats/coasters	'Most of us significantly overestimate the amount that others drink'
	Window stickers	'Few of us approve of people who drink to the point of losing it'
January 2012	Posters	'Most students drink to feel confident, but 70% have embarrassed themselves when drunk'
	Drinking glasses	'Time for a break? Many students limit their drinking by including soft drinks in the night'
	Gender specific leaflets	Males: '86% of Males have never damaged their halls of residence when drunk'
		Females: 'How much do you think the average female first year student drinks? Halve it. It really is less than you think.'

ISSN: 1747-597X