I've been reading and hearing a lot about the successes of social norms campaigns when it comes to underage drinking. Here is an example of a social norms message from the National Social Norms Resource Center.
As you see, they emphasize that the norm in their community is that most high school students choose healthy options other than drinking. This is true in northeast Seattle. While we have high underage drinking rates among our high school students, most of them do not drink.
Some more examples:
More on social norms campaigns later . . .