Harnessing the power of perception: Reducing alcohol-related harm among rural teenagers

The Social Norms Analysis Projects (SNAP), conducted with rural high school students in Tasmani, demonstrates the powerful nature of the perceptions of what one's peers think and do, and is based on a model of health promotion that has been used successfully overseas. Baseline data indicate that the SNAP target groups hold inaccurate notions of fellow students' alcohol-related behaviours and attitudes. The Social Norms model is presented as a theoretically informed, evidence-based model for reducing alcohol-related harm in youthful populations by utilising the complex and often positive contributions peer groups make to adolescent health and wellbeing.