Additional Information
DARE WILL CHANGE
Because of its widely-demonstrated ineffectiveness, the very popular Drug Abuse Resistance Education (DARE), which is used at at least 75% of US schools, is being completely re-designed. A major component of the new program will be the highly-effective social norms marketing approach.
Social norms marketing is based on the fact that most young people falsely believe that many more of their peers drink or do drugs than is actually the case. Therefore, they tend to engage in these behaviors in order to conform to their false beliefs. When they learn the actual rates of usage, they feel empowered to abstain or reduce usage.
Reference:
- The Robert Wood Johnson Foundation. Substance abuse prevention: what works and what doesn't. Advances, 2, 2001, 1-2
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