Did you see a horse at Foxfield? A social norms approach for targeting the negative consequences of hazardous drinking

Using survey results that measured college student drinking norms and related behaviors at the 2007 Spring Foxfield Races, marketing materials based on the social norms approach were developed. To ensure credibility of the message source and effectiveness of the posters, focus group sessions were conducted to measure student reaction and collect feedback. Graduate students in a human factors class and representatives of the Foxfield Races Strategy Group (Foxfield Racing Association, law enforcement and community groups) also provided feedback. Students responded well to the transportation and medical information posters. Students, along with other stakeholders, did not respond well to the posters created to reflect healthier drinking norms. The final posters therefore highlighted safety information with the goal of decreasing negative consequences experienced at Foxfield.