What are the norms of social behavior that Georgetown students exhibit on a regular basis? Are students aware of all of the various activities in which their fellow classmates are involved and that they could be also? These are a few of the major questions that Students Marketing Under Recognized Facts have answered throughout their inaugural campaign in the 2002-03 school year. The campaign has seen a huge movement of activism for health education and awareness, campus health policy groups,and the promotion of a multitude of Georgetown activities such as Traditions Day and Fountain Day.
Led by Graduate Assistant Derek Inokuchi, SMURF has based its goals upon the theory of social norms, which aims to provide the truth about social behaviors of students, so that students can make accurate decisions and assumptions of other students and available social activities. Inokuchi, who will receive his master’s in public health this spring from Johns Hopkins University, explained that the information obtained from student surveys and questionnaires about GU social behaviors has been very positive, exemplifying that Georgetown students watch out for each other when socializing and are eager to participate in a number of activities.
“The SMURF campaign recognizes that most of our students want to live and learn in a fun, yet healthy and safe environment. That means students look out for themselves and their friends – including when drinking. The good news is that this is already happening, even though most people may not realize it. One of the goals of our group is to raise awareness about what is really going on here at Georgetown and to tell students that they have the power to shape this community however they wish,” Inokuchi said.
One of SMURF’s greatest strengths is the students who comprise the group, who understand how to grab the attention of their fellow classmates and raise appropriate attention to the actual prevalence of drinking, drug use and other social activities at Georgetown.
“SMURF is similar to the `Truth’ campaign that is on TV about smoking. SMURF is here to get the truth out in an effective manner that makes sense to all students so they can make informed decisions based on fact, not false perceptions,” Patrick Durbin (NHS ’04) said.
Together SMURF members have promoted such information with the distribution of Stall Street Journals in campus dormitory bathroom stalls, which provide an interesting combination of information ranging from statistics about student alcohol use to student’s eating habits before going out to humorous methods of scaring the person in the neighboring stall. SMURF also anticipates working closely with the New Student Orientation program, providing GU social activity information through strategies such as distributing mouse pads labeled with 101 entertaining activities to experience at Georgetown. Currently, SMURF members are brainstorming ideas as to how to provide such information in additional efficient and utilitarian methods, as exemplified by the results of lengthy weekend meetings.
“Right now, SMURF is busy testing out strategies regarding dissemination of our campaign materials. We anticipate that beginning next semester, sponsorship of events will increase and the distribution of our materials will be broader, to encompass a wider audience. We have not conducted an extensive evaluation of our work to date, however, we do know that people are seeing our materials and have received positive and constructive feedback,” Inokuchi said.
In addition to promoting the actual social norms of GU students and establishing solid partnerships with programs such as the FRIENDS Initiative, New Student Orientation and Health Education Services, the campaign is calling for more students to become involved and improve the social atmosphere at Georgetown. SMURF uses strategies of public health, marketing, writing and Web design to promote its suggestions. The more students who become involved with SMURF and similar campus community groups, the stronger the impact the efforts will have on the students, faculty and campus at large.
“I believe that we are right on the cusp of something big here at Georgetown, with the SMURF campaign and with other activities. For example, several members of our community are already actively involved in groups like the FRIENDS Initiative, the Homecoming committee, Traditions Day, Peer Education and so on. In that way, what our group espouses is true – students aren’t as apathetic as they are often portrayed. They are involved in the community and interested in shaping it to be the best it can be – for everyone. That is right in line with the goals of SMURF,” Inokuchi said.
