TEENAGERS in Swindon are drinking less than is perceived, according to the results of a social marketing campaign launched by Swindon Council.

In a recent poll of 595 Year 9 students across the town, it was discovered that the perception among them was that 58 per cent of peers in their year group were drinking once a week or greater.

However, an anonymous survey has revealed that 83 per cent of students reported their drinking to be occurring once a month, less or not at all.

The drive is part of a nationwide Social Norms programme, produced by Social Sense to uncover the truth about teenagers and address misperceptions.

Four secondary schools are taking part in the social marketing campaign – St Joseph’s Catholic College, Dorcan Academy, Highworth Warneford and Swindon Academy.

To tackle some of the myths, participating schools have been promoting the positive findings from the survey back to students using a number of engaging methods including classroom quizzes, interactive posters and mobile Apps.

In addition to alcohol, perception gaps were also significant in the areas of smoking and cannabis use.

The survey showed that 88 per cent of Year 9 students in Swindon never smoke, despite the fact their perception was that 87 per cent of peers have at least tried smoking and that almost one in two are smoking regularly.

Ninety-four per cent of students in Swindon have also never used cannabis, according to the survey, when the perception is that one in two of their peers have tried or are smoking the drug.

Coun Brian Mattock, cabinet member for health and adult social care, said: “Young people in Swindon, and indeed throughout the UK, often receive negative publicity in relation to health and lifestyle choices and this can have a negative impact on how they perceive themselves and others around them.

“Decisions about drinking alcohol, having sex or smoking tobacco are often made based on peer influence and the false belief that ‘everyone else is doing it’.

“The message from this campaign is very clear – the vast majority of young people in Swindon are making healthy choices and by delaying or resisting risk-taking behaviours, young people find themselves very much in the majority, not the minority.”

Following a six-week period of promoting the feedback within schools and to a wider audience, students will be asked to repeat the survey to identify whether their perceptions have changed for the better.

For more details, visit www.rudifferent.co.uk and www.social-sense.co.uk