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The Rethink campaign to reduce the normalization of prescription stimulant misuse on college campuses

The illegal use of prescription stimulants has become an established health risk among the college student population. To address this phenomenon, a student-driven campaign informed was developed, implemented, and evaluated on a college campus. The Rethink campaign involved traditional, print, and social media, as well as in-person events. To test the effectiveness of campaign messages, college students (N = 251) at an experimental site (n = 187) completed surveys before and after the campaign. Comparisons were made between pretest and posttest assessments, as well as to a control group (n = 64) of college students not exposed to the campaign. The Rethink campaign resulted in more negative attitudes toward prescription stimulant misuse, as well as decreased perceptions of descriptive norms. Practical implications for intervention designers and researchers are discussed in light of both the campaign’s successes and failures.