'Done 4': Analysis of a Failed Social Norms Marketing Campaign

Health Communication, 17 (1), 57-65, 2005

9 Pages Posted: 18 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

John Clapp

San Diego State University

William DeJong

Boston University - School of Public Health

Date Written: 2005

Abstract

College students commonly believe their peers engage in higher levels of dangerous drinking than is actually the case. Social norms marketing campaigns attempt to correct these misperceptions, decrease the perceived normative pressure to drink, and thereby drive down high-risk alcohol consumption. In this case study, we critically examined “Done 4,” an unsuccessful social norms marketing campaign conducted as part of a comprehensive prevention trial at a large urban university. As part of this analysis, undergraduate marketing students were shown the principal print advertisement used in the campaign and asked to complete an advertising analysis questionnaire. The results of this case study suggest that the advertisement was poorly constructed, which decreased its effectiveness and led to confusion about the social norms message. We discuss implications of these findings for future prevention campaigns and new research.

Suggested Citation

Russell, Cristel and Clapp, John and DeJong, William, 'Done 4': Analysis of a Failed Social Norms Marketing Campaign (2005). Health Communication, 17 (1), 57-65, 2005. Available at SSRN: https://ssrn.com/abstract=2691690

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

John Clapp

San Diego State University

San Diego, CA 92182-0763
United States

William DeJong

Boston University - School of Public Health

715 Albany Street
Boston, MA 02118
United States

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