We frequently find the above message in the media as a health education message; this is the dominant narrative. In this narrative, we force readers to think about the illnesses that alcohol drinking may cause. This frame results in two unintended consequences: The industry invariably turns back and says that,…

In 1989, Northern Illinois University wanted to reduce students’ high-risk (binge) drinking behaviour. Its researchers adopted the social norms theory to craft messages for their social marketing campaign. This is their story. This post discusses the steps they adopted referring to the contents that appeared in Michael Haines’s research paper…