At colleges across the United States, the number of alcohol-related deaths is on the rise. But at the University of Virginia in Charlottesville, no student has died from intoxication or an accident linked to drinking since 1998.

What’s UVA’s secret? It’s called “social norming,” and relies on peer counseling, social events and solid information to challenge misperceptions students have about drinking.

University Uses ‘Social Norming’ To Curb Drinking : NPR