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User's Guide - Pass it On

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*What are Social Norms Campaigns?

Social norms campaigns address the misperceptions about alcohol and other drug use and thus make environments less conducive to specific behaviors. For example, a social norms campaign can stress that contrary to popular belief, not EVERYONE on campus drinks or drugs! This reality supports young adults who are striving to stay in recovery.

Program Builder

Blogging, alcohol-free events, substance-free dorms, recovery-friendly policies and staff, and an addiction curriculum are some of the strategies that make for great recovery. Are these options available on- and off-campus? The Recovery Opens Doors Program Builder helps you organize your approach in an easy series of steps. Do it all online and after you’re done, you’ll have a framework to create your activities. You can complete the worksheets on-paper and achieve similar results. We’ve provided potential strategies to get you started. The Program Builder allows you to:

Step 1: Confirm Goals

Review the following goals, check the relevant strategies, and add your own. Overwhelmed with choices? Choose no more than three goals and three activities each.

Source: Adapted from Zimmerman, R., and DeJong, W. Safe Lanes on Campus: A Guide for Preventing Impaired Driving and Underage Drinking, 2003.

Step 2: Confirm Target Audience(s)

Defining target audiences can be tricky. We are we talking about the audience whose behaviors we’re trying to influence? Or is our target those who are doing the educating? The Program Builder defines your target as the audiences that ultimately need to be educated about the power of recovery and prevention. Confirm the audiences you’d like to reach below, and identify the people on- and off-campus who you need to talk to.

Target Audience


Social Media

(Facebook, Twitter, etc.)




Transfer students

Students in recovery



Residential life


Counseling Center

Health Center

Campus security

Local hospital(s)

Police department

Off-campus restaurants

Off-campus retail

Step 3: Craft Messages

Check the relevant messages and develop your own spin on the themes. There’s room for you to develop additional messages, too.


Your Spin

Additional Message

Additional Message

Additional Message

Step 4: ID Messengers

In this case, the messengers are those who are delivering information about the power of recovery and prevention. As you will see, some of these individuals are members of the target audiences. That’s OK because the people you choose to be your spokespersons must of course resonate with your target audiences. Identify your messengers below and then confirm the best ways to reach them with your messages.


Name and contact information (e-mail, phone)

How can they support your efforts?

What materials do they use?

(PSAs, ads, articles, blogs and other social media)

Campus administrators

Student government – campus leaders

Fraternities and sororities

Student health center – nurses, docs, other staff

Residential life – Resident advisors and dorm staff

Counseling center – counselors and other staff

Program coordinators and volunteers

Admissions staff

Residential life staff

Coaches, athletic trainers, team captains

Faculty members – public health, drug abuse, nursing, medicine, allied health, health education

Campus media – newspaper editors, radio and TV producers

Freshman orientation coordinators

Health education campaign coordinators

Off-campus medical centers, doctors’ offices, pharmacy and grocery store personnel

On- and off-campus movie theater marketing managers

Key business leaders, including restaurateurs

Local radio and TV personalities; newspaper editors

Government officials and politicians

Social media – websites, Facebook and Twitter groups and blogs


Step 5: Create Methods

OK, so you’ve got your goals target audiences, messages, and messengers – now you need to decide what’s the best way of getting the information out.

Check the relevant strategies, and add your own.

WHAT materials resonate with students on campus?

WHERE do you want to post your materials?

WHEN will you launch your efforts? (Check off the relevant strategies, and add your own)

HOW will you launch?

Fill in the blanks.


Completed by

Confirm goals, objectives, and target audience(s) – what are you trying to accomplish and for whom?

Enlist key partners who are instrumental in launching and sustaining your efforts.

Confirm messages and themes.

Confirm your materials and where and when you’ll disseminate them.

Create your materials.

Launch your efforts.

Evaluate your progress.

Make necessary adjustments.

You’re done!

Click submit to see your personalized, Recovery Opens Doors, Comprehensive Outreach Plan.


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