Social Norms Marketing

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    Project Goals

The goal of the Plains Truth Project is to pilot a program coordinating a community effort to reduce motor vehicle accidents for 16 to 24 year-olds in the greater Auburn/Opelika area. The project plans to accomplish this goal through a Social Norms Marketing approach designed to reduce underage drinking, promote responsible decision making and positively influence behavior of 16 to 24 year olds in our area.

Recognizing the power of peer influence, the Social Norms Marketing approach creates an awareness of the responsible attitudes and behaviors (norms) expressed by the majority with the goal of exposing the identified norm to the target population. Funded by a subgrant from ADECA (Alabama Department of Economic and Community Affairs), Highway Traffic Safety division, the Plains Truth Project will use peer education and social norms marketing to reduce underage drinking and motor vehicle crashes for 16 to 24 year olds.

The Plains Truth project is funded for the academic year 2000 and 2001. Some 30,000 Student drivers at Auburn University, Southern Union Community College, Auburn High School, and Opelika High School are targeted for exposure to our marketing. The project also extends to all other 16 to 24 year olds in the greater Opelika/Auburn community.

Links:

Alabama Department of Economic and Community Affairs (ADECA) Highway Traffic
Safety Division

National Highway Traffic Safety (NHTSA)
City of Auburn
City of Opelika
Auburn University

 


Auburn University Student Counseling Services
Contact: David Hodge, Counselor
Last updated: June 22, 2001