MOST VALUABLE PLAYERS - A PROJECT REINFORCING POSITIVE NORMS, CORRECTING MISPERCEPTIONS, AND REDUCING HIGH RISK DRINKING AMONG STUDENT-ATHLETES

Hobart and William Smith Colleges, Geneva, NY 14456

Project Directors:

• H. Wesley Perkins (Department of Anthropology and Sociology)

• David W. Craig (Department of Chemistry)

Misperception of peer norms has been shown by HWS researchers as well as others to dramatically affect levels of alcohol use and harm. Moreover, student-athletes have been shown to consume more alcohol than their non-athlete peers and also misperceive their peer norms. This project introduced a comprehensive campaign targeted at student-athletes to promote positive norms, reduce harmful misperceptions about student drinking norms, and ultimately reduce high-risk drinking among athletes on this undergraduate residential campus with the development of innovative social marketing strategies. Simultaneously, the NCAA selected five schools to replicate this program over three years. The results of this project are summarized below.

Major outcomes and results include:

• Results after just the first year at HWS

• Results after three years at HWS and replication at five NCAA STARR schools
  (HWS press release, Project press release)

• Designated as a model program by the U. S. Department of Education in 2005
  (HWS press release)

Acknowledgement:

This Project is supported by a grant from the United States Department of Education, Safe and Drug Free Schools Program to reduce high risk drinking and violence in higher education.

This project is a component of the HWS Alcohol Education Project.