Transcript to open powerpoint file - The Social Norms Approach at The

Koreen Johannessen, M.S.W.
Senior Advisor for Prevention,
The University of Arizona
[email protected] • 520-906-7741
Social Norms Works Well
As Part of an Overall
Environmental
Management Approach
Direct Change at the
Environment Not the
Individual
Make alcohol
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•
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•
Less available
Less accessible
Establish consistent policies and laws
Share student norms about use,
attitudes and behavior
Broadcast the Norms
Through Social
Marketing:
• Change the public conversation
about alcohol use among students
• Correct misperceptions
• Target the whole student body,
not just the heavy drinker
• Target carriers of the
misperception
Social Norms Is a
Proactive
vs. Reactive Strategy
• Addressing problems before
they start or…
• Before they become highly
problematic
Social Norms
Approach
• The theory emerged 20 years ago
• Research conducted by Wes Perkins
and Alan Berkowitz
• Students misperceive the alcohol use
of their peers and a permissive attitude
on campus towards alcohol
Causes of
Misperception
• Students attribute behavior they
see to be typical unless they have
other knowledge of the person
• Students notice and remember the
flamboyant behavior of someone
who is intoxicated
• Media attends to and glamorizes
substance use
“Youth see
more T.V.
commercials
for beer than
for sneakers,
gum or
jeans”-The Center
on Youth Alcohol Marketing
Sam Adams beer commercial
Alcohol marketing is worldwide
We associate
beer with
sports
Sex
Fun
And College Life
Arming Students With
Knowledge Alone Has
Not Been Effective.
We’ve Tried…
• Scaring young people straight
• Values clarification
• Alternative social events
• Knowledge about substances
Host,
Hospitality
and Liability
Education
Peer advocacy and peer education
Industry
advertisement for
prevention
National Media Attention
Local Media Focus On Problem
Drinking Only
Misperception Affects
Personal Use
• Students follow
“imaginary peers”
• Create a
“self-fulfilling prophecy”
• Perkins calls it a
“reign of error”
Students Drink Up
to the False Norm Causing
•
•
•
•
Heavier drinking
Riskier drinking
More frequent drinking
Less willingness to speak out or
intervene on behalf of another
• Students who abuse feel
comfortable
Revealing Accurate Norms
About How Much, How
Often, and Where Students
Draw the Line Will…
• Reduce heavy drinking and
problem behavior
• Enhance protective behavior
• Support the moderate use norm
• Not cause non-drinkers to drink
Social Norms in Practice
1. Develop Questions
2. Identify Misperceptions, Actual Behaviors & Attitudes
3. Administer Survey
4. Develop Norms Messages
5. Decide Method, Venue & Frequency of Exposure
6. Expose To Norms
7. Re Survey to Determine Effect
Campaign Goals
• Change the public
conversation
• Dose the target population
• Dose the carriers of the
misperception
• Stretch advertising dollars
Use Social Marketing
Techniques To….
• Reach mass audience
• Reach multiple times
• Use posters, ads, electronic
media (computer, T.V., radio) to
expose targets to accurate
information
• Test design, messages, and
placement
Social Norms Media
Basics
• Positive norm
• Attractive
• Frequent dosing
Key Media
Elements
•
•
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•
•
Image/graphic
Norms message
Sponsor
Data information
Attractive design
Posters
3x5 Ads Campus Newspaper
Additional Opportunities to
Dose the Message
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•
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Letters to faculty
Press releases
Key stakeholder infusion
Cable T.V.
Movie theater slides
Transportation advertising
Coalition Policy
Ads
Sexual Assault
Prevention
Project
RA Campus
Health
Newsletter
Convocation
Speech,
President Likins
Administrators Address Students
Parents
Association
Newsletter
Sorority Specific Campaign
Consumption
Safety
Protection
Impede or slow
intoxication
Academic
engagement
Scholarship
Attitudes
A Comprehensive
Program Should Also
Reach Out to
Individuals
• Treatment
• Referral
• Moderation Skills Training
Koreen Johannessen, M.S.W.
Senior Advisor for Prevention,
The University of Arizona
[email protected] • 520-906-7741