The Manoa Alcohol Project uses the Social Norms Marketing along with complimenting harm-reduction techniques to reduce high-risk (or dangerous drinking practices) amongst UH Manoa students.  According to the National Social Norms Institute at the University of Virginia:

“A social norms marketing intervention aims to correct the misperception of peers’ behavior in order to influence personal choices. The messages typically focus on the reality of peers’ drinking but may also include the use of protective behaviors by peers.”

The social norms approach arose from the Theory of Planned Behavior, which includes components other than subjective norms. One of these components is self-efficacy, an individual’s feeling of control over his or her behavior and its outcomes in a given context. The campaign includes messages designed to increase students’ sense of self-efficacy that help compliment the social norms approach.

For more information on the social norms approach visit the National Social Norms Institute or the social norms Wikipedia page