This survey-based study examined a social norms campaign promoting mask-wearing among college students during the coronavirus disease 2019 pandemic. More positive face mask perceptions, greater motivation to wear masks, and greater likelihood to wear masks in public were associated with respondents having seen the campaign messages and believing they were effective. Findings suggest targeting subpopulations of college students to increase message effectiveness. Practical implications include the development of campaigns that go beyond the traditional norms correcting approach.