“Alcohol is bad for health”. This message is on a portrait frame; The message narrows the reader’s focus on the human body. under this narrative, we can list out all the illnesses alcohol consumption results in. And a whole other range of alcohol-related problems as well. This narrative lands us…

In 1989, Northern Illinois University wanted to reduce students’ high-risk (binge) drinking behaviour. At the time, the university housed 23,000 students. Its researchers adopted the social norms marketing theory to craft messages for their social marketing campaign. This post discusses the steps they adopted. The contents of this post are…