The Wellness Resource Center

Campus Norms

Social Norms Marketing Campaign

Campus Norms > Social Norms Marketing Campaign

90% of students read some or all of the Stall Seat Journal.

The Well's health survey, Spring 2016, N=856

90% of students read some or all of the Stall Seat Journal, The Well's iconic publication posted in bathrooms around campus for your reading pleasure (The Well's health survey, Spring 2016, N=856). 

Social Norms Marketing Campaign






January 2018 Edition of the Stall Seat Journal highlighting our social norms messages relating to alcohol use on campus.

Stall Seat Journal Tracking the Herd

Not all Rams choose to drink, but when they do:

  • Most drink 0-5 days per month
  • Most have 0-4 drinks per sitting
  • 98% do at least one thing to stay safer

(The Well's Health Survey, Spring 2016, n=856)

Cartoon: We don't always drink, but when we do... We keep the herd together!

The National College Health Assessment allows us to support the strategic mission of VCU and to enhance our ability to foster student retention and success. The Well uses a data driven, evidence based approach to health education. Since 2002, we have been funded by the National Social Norms Center to implement a campus-wide social norms marketing campaign to reduce high risk drinking and address the misperception that all college students drink to excess. Exposure to The Well’s Stall Seat Journal is high. 

•90% of students read some or all of the Stall Seat Journals
•74% of students have seen a Stall Seat Journal more than 5 times and 60% have seen a Stall Seat Journal more than 10 times this academic year 2015-2016 (before March, 2016) 
•88% of first year undergraduates have seen a Stall Seat Journal more than 5 times

National research shows that one of the primary variables impacting college students’ decisions to drink alcohol is their misperception of how much and how often their peers drink. The Well, through its social norms interventions, has demonstrated that VCU students have healthier perceptions than students at the national level.

Within the last 12 months, have any of the following affected your academic performance?

Spring 2016 VCU NCHA data show that the top academic impediments are unrelated to alcohol use, with 5.0% of undergraduate students and 1.5% of graduate students reporting that their alcohol use resulted in a lower grade on an assignment, an incomplete or dropped course, or significant disruption on a thesis, research, or dissertation.