A controversial program that provides accurate information about peer drinking habits to students has reduced the negative consequences of alcohol intake at the University of Virginia, according to the Journal of American College Health.
The university used newspaper ads, posters and the Web to inform freshmen that, based on campus surveys, students drink less than their peers perceive that they do.
Called social-norms marketing, this technique has been both supported and criticized by various studies, according to the Journal. However, the campaign helped reduce the number of students injured in alcohol-related incidents, drunk driving and those who had unprotected sex.