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Marquette University Social Norming Campaign

A division-wide, collaborative social norming campaign that involves Backout Before Blackout, the NCAA CHOICES grant, and the Sexual Assault Social Norming Committee.

Backout Before Blackout is a marketing and social norms campaign created through a partnership between staff in the Offices of Student Development and Intercollegiate Athletics at Marquette University. All funding for the campaign is funded through a three-year NCAA CHOICES grant.

Summary

With the heightened attention being paid toward issues of alcohol consumption and sexual assault, as well as the recent implementation of a variety of educational efforts including bystander intervention, risk-reduction programming, and designated late night/pre-gaming initiatives, this six-week social norming campaign seeks to adjust (or norm) Marquette student perceptions regarding alcohol consumption and expectations surrounding issues of sexual assault at Marquette University. Social norming campaigns are considered best practice within the areas of risk reduction, as it relates to high-risk drinking and sexual assault. The statistical data represented in the campaign has been collected from four sources:

• 2012 American College Health Association – National College Health Assessment II (ACHA-NCHA II)
• 2011 Educational Benchmarking, Inc. survey conducted in the Residence Halls
• 2011 Educational Benchmarking, Inc. survey conducted in the University Apartments
• 2009 CORE survey

Goals

The implementation of a six-week social norming campaign aimed at norming behaviors related to high-risk alcohol consumption and sexual assault prevention will:

Alcohol

• Reduce high-risk alcohol consumption
• Reduce risky behaviors directly related to consumption of alcohol

• Increase awareness of peer involvement in reporting lines
• Increase awareness of existing bystander behaviors
• Normalize positive behaviors related to consent

Question and Data Information
The information on the poster above came from a question on the 2011 Educational Benchmarking, Inc. survey conducted at Marquette University in which first- and second-year students living in the residence halls were solicited. 1487 students responded.

The question asked was "To what extent do students on this campus care about problems associated with sexual assault?"

The executive summary of the 2011 CORE survey is still being compiled, but the 2009 CORE survey summary is online.

Statistical significance: In survey research, a “sample” is a portion or subset of a larger group called a “population.” Conducting research with a sample is quicker, more efficient, and less expensive than with a larger population. However, when we have sample data, we rely on statistics, or mathematical tools specifically designed to help us draw valid conclusions about a population. When someone says that the results are “statistically significant,” they mean that the results are not due to chance or error in sampling. In other words, they are an accurate reflection on the population from which they were collected.

Sample size: Sample size refers to the number of individuals within a population that need to be measured to draw valid conclusions about the populations. Sample size determines how confident one is that the results are an accurate reflection on the population; in general, the larger the sample, the more confident we are in the accuracy of our results.

Other survey results can be found on the executive summary report.

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