The partnership initiated a number of efforts, including creating more late-night, alcohol-free events, outreach to local bars to reduce alcohol abuse, and starting a social norms marketing campaign to tell students that they don't have to drink to
have a good time (see "Selling the Social Norm," page 32).
Jennifer, a student from Wallsend, Newcastle, said that while young people may be under greater social pressure to drink, she felt it was ultimately up to each individual not to drink to
"It's a great way for people who don't want to drink to
avoid people who do," says Hanson.