Transcript SOCIAL NORMING

SOCIAL NORMING CAMPAIGN
Learning Objectives:
• What are social norms?
• Steps in planning a social norming campaign
• Types of media to use
• Example of a Social Norming Campaign
All information is taken from a seminar facilitated by Kelsey Haynes from Jackson
County Substance Abuse Prevention Coalition. For more information go to:
www.drugfreejackson.com
A campaign to dispel the myth that most high school students
engage in high risk behavior in Jackson County
What the majority of people in a group do or how they
behave
• What the majority believe about how they and
others should act.
•
Why is this important?
Because we are indeed herd animals, most of
the time looking to others for guidance on
how to behave.
Uses accurate information about the social
environment in the form of positive group examples,
to influence widespread behavioral change.
Social Norming Campaign DOES NOT use scare tactics

They are proactive

Uses accurate information

They are cost effective
“The Reign
of Error”
• If one person does it, then
they all do it
• Focus on a few individuals in
order to make a broader
judgment or jump to wrong
conclusion
• Our media says so, so it must
be true! . . . . right??
Clearly identify issues.
•BUT before you beginning, make sure
you know what you are measuring. This
will help you evaluate if a change has
taken place
•Mimimum Measures
–Personal behaviors and attitudes
–Perception of peers behaviors and attitudes
Data Sources for getting a baseline
measurement and evaluating change
If your target audience are youth, you may want to look at data from:
•School Surveys
•Youth Forums
•Dialogue Days
OR
Go to www.mcosa.net, click on “Links”,
Then look under the heading
“Data Sources”
FOCUS
The perception by youth is
that most youth DO engage
in high risk behavior which
adds additional social
pressure on them.
AIM
The truth is that most students
in middle and high school
DON’T engage in high risk
behavior which adds additional
social pressure on them.
GOAL
Helping youth see that Most Teens
Don’t can DESTROY the myth and
reduce social pressures to engage in
high risk behavior.
100
97.8 97.4
90
79.3 76.6
80
Percentage
70
59.4 56.4
60
50
2008
40
2010
30
20
10
0
7th
9th
11th
50
45
40.6
43.6
40
Percent
35
30
25
20.7
23.4
2008
2010
20
15
10
5
2.6
2.2
0
7th
9th
Grade
11th
Planning your Campaign (continued)
Know your target population!
Make sure you understand the population you are targeting
When your target
audience are kids . . .
involve them right
away!
Planning your Campaign (continued)
Designing the Message – Involving Youth
They came up with different slogans, and students got to
vote on which ones they liked.
From that, they chose the message and began designing different
media pieces, such as:
Billboards
Internet
Television
T-Shirts
Radio
Special Event Items
Posters
Print
NOTE:
Throughout the
designing process,
they held multiple
focus groups with
students.
Planning your Campaign (continued)
“Traditional” Marketing Materials
Newspaper ads
Direct mailings
School letters
Newsletters
TIP:
Don’t forget about
engaging and
marketing in the
community too!
Locations like banks,
non-profits, churches
and libraries.
School Posters
Postcards
Radio Spots
Billboards
Planning your Campaign (continued)
“Non Traditional” Marketing Materials
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•
•
•
•
•
•
•
•
Blogging
Chat rooms
Message boards
Photo sharing
Podcasts
You Tube
Social networking
Video sharing
Texting
What they
came up
with
FACEBOOK
PAGE
BILLBOARD
(Artwork also
used as Posters)
“Bumps and Bruises”
• Use identifiable branding/logo on all marketing pieces
• Using photo’s
• Test & retest message
• Clearly defined roles and follow up
• Trust youth’s input
• Try to stick to timeline
• Constantly assess campaign
• Does language used in campaign match up with target audience
language?
RECAPPING WHAT YOU NEED TO DO
1. DO YOUR HOMEWORK!
2. INVOLVE YOUR TARGET AUDIENCE
3. USE MULTIPLE MESSAGES THROUGH MULTIPLE
SECTORS
4. DO FOLLOW UP
For more examples of other Social Norming
Campaigns, check out. . .
• Northern Illinois University
• University of Arizona
• Western Washington University
• De Kalb and Sycamore High School
• Michigan State University
• Montana’s – Most US