I remember those binge drinking proclamations in college and reading a few years later that they basically didn't work at all. People construct their social nor

I remember those binge drinking proclamations in college and reading a few years later that they basically didn't work at all. People construct their social norms based on the behavior of those they observe around them, and particularly the people they care most about: their friends and their friends' friends, not some vague model citizen they were told about in some quasi-propagandist fashion. And if I recall the article correctly, the average they quoted wasn't even real, so in effect it was propaganda.