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 refers to Michael Haines’s research paper published in 1996. and the Social Norms National Research and Resources website. Step 1: They began with a situational analysis. They surveyed students for their perceptions and drinking behaviour when partying in 1988. Of all students, 69.7 per cent of students perceived that they binge drink (more than five drinks) when partying, But, in reality, only 43 per cent of…