"If You Think Most Kids Drink -- Think Again"
February 08, 2007
"If You Think Most Kids Drink--Think Again"
Click on the Blue
This video featuring the voices of Maine youth was produced as part of the media campaign: "If You Think Most Kids Drink--Think Again." The "Think Again" campaign was a series of 4 television ads featuring Maine youth. The conceptual model represented by the theme "Think Most Kids Drink? Think Again!" is grounded in research that demonstrates the importance of perceived social norms in young people's decisions about alcohol use. For a variety of reasons, including a barrage of media messages that glamorize alcohol use, young people often over perceive these norms. Their mistaken belief that "everybody else is drinking" leads to a subtle pressure to conform to a norm that doesn't exist in reality.
