On college campuses across the country, high-risk drinking and the associated negative consequences have become a national concern. As colleges strive to find appropriate and effective approaches to deal with this issue, social norms theory provides a coherent framework for interventions that are relevant and positive. Small Group Social Norms (SGSN) interventions within affiliation groups offer a cost-effective, acceptable intervention that can decrease high-risk drinking and associated negative consequences. Experiences with SGSN interventions for student athletes and members of fraternities and sororities at a prominent state university demonstrate the process, effectiveness, and potential of these kinds of interventions. (Contains 1 figure and 3 tables.)