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PROBLEM IDENTIFICATION
Nearly 50 percent of all traffic crashes in Montana
are alcohol-related, with youth ages 18 to 24 years old dramatically
over-represented. Of 22,619 crashes reported in Montana during 1997,
youthful drivers under 21 represented the highest incidence at 129 per
1,000 licensed drivers. Youthful drivers ages 21 to 24 experienced the
second highest crash rate at 64 per 1,000 licensed drivers.
GOALS AND OBJECTIVES
The primary goal of the
Social Norming Project is to reduce the number of alcohol-related traffic
crashes among 18 to 24 year old drivers in Montana for a three year
period from 1999 to 2001. Major objectives are to:
- Change perceptions of
the target group, key stakeholders, and educators involved in youth
and alcohol programs
- Ensure that alcohol-related
crash enforcement policies are consistent with legislation to reduce
the incidence, prevalence, and lethality of crashes in Montana
- Develop external funding
for continuing project activities in the future
STRATEGIES AND ACTIVITIES
In 1998, the Montana Traffic Safety Bureau proposed
the use of a model social norming process of collegiate drinking behaviors,
which had been used successfully on several campuses nationwide to reduce
binge drinking among college students. Using data obtained from nationally
validated surveys of college students, traffic safety advocates in Montana
determined that most of the students who admitted to binge drinking
consumed five or less drinks in a drinking session, rather than five
or more. Leaders of the social norming movement have used this information
to change perceptions among college students. The knowledge that their
peers drink less than originally presumed has led to improved drinking
behaviors in these students. This has been demonstrated specifically
on those college campuses that present this information to students
through a positive, personally empowering, social norming strategy program.
Traffic Safety Bureau officials arranged to bring
the leaders of the collegiate social norming movement to Montana to
participate in a social norming conference in September of 1998. The
purpose of the conference was to deepen statewide understanding of the
social norming process and develop a similar program to reach youth
by applying this positive, empowering knowledge of their peers' behaviors.
Prior to the conference, several activities were
undertaken:
- A baseline survey of attitudes and behaviors
of the target group was conducted to provide data on students' knowledge
and perceptions
- Public service announcements featuring the Governor
of Montana and professional actors were developed to advertise the
campaign, along with posters, flyers and other hard copy materials
- Focus groups and surveys, along with feedback
from the public, concerned professionals and the press were used to
help tailor specific messages to the target group
For more program information, visit www.mostofus.org
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