Alcohol Education Guide
to Reducing Harmful Drinking

Most Valuable Players

The Most Valuable Players program, developed at Hobart and William Smith Colleges in the United States, uses social norms marketing to correct misperceptions among student athletes. This project was conducted in partnership with the United States Department of Education’s Safe and Drug Free Schools Program. Since the program initiation it has been replicated in five other universities and is used as a model program by the Department of Education.

Program Website: alcoholeducationproject.org/mvp

A detailed summary of this program and its evaluation is included in the Programs section of the Guide.



Perkins, H. W. & Craig, D. (2006). A successful social norms campaign to reduce alcohol misuse among college student-athletes. Journal of Studies on Alcohol, 67(6), pp. 880-888.

Perkins, H. W. & Craig, D. W. (2012). 'Student-athletes' misperceptions of male and female peer drinking norms: A multi-site investigation of the ‘reign of error’. Journal of College Student Development, 53(3), pp. 367-382.


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