QUOTE : Alert to the possibility of changing behavior by emphasizing the statistical reality, many public officials have tried to nudge people in better directions. Montana, for example, has adopted a large-scale educational campaign, one that has stressed the fact that strong majorities of citizens of Montana do not drink.18 One advertisement attempts to correct misperceived norms on college campuses by asserting, “Most (81 percent) of Montana college students have four or fewer alcoholic drinks each week.” Montana applies the same approach to cigarette smoking with an advertisement suggesting that “Most (70 percent) of Montana teens are tobacco free.” The strategy has produced big improvements in the accuracy of social perceptions and also statistically significant decreases in smoking.