SOCIAL NORMING CAMPAIGN Learning Objectives What are social
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
Example of a Social Norming Campaign A campaign to dispel the myth that most high school students engage in high risk behavior in Jackson County
What are Social Norms? 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. ?
What Is A Social Norming Campaign? 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
3 Reasons to like Social Norming Campaigns: They are proactive Uses accurate information They are cost effective
How are norms misperceived? “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? ?
Helpful Steps in Planning Your Social Norming Campaign 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
Planning your Campaign (continued) 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”
Planning your Campaign (con’t) MOST TEENS DON’T CAMPAIGN 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.
Students who have NEVER tried Marijuana 100 97. 8 97. 4 90 79. 3 76. 6 80 Percentage 70 59. 4 56. 4 60 2008 50 2010 40 30 20 10 0 7 th 9 th 11 th
Students who have Ever Tried Marijuana (lifetime) 50 45 40. 6 43. 6 40 Percent 35 30 25 20. 7 23. 4 2008 20 2010 15 10 5 2. 6 2. 2 0 7 th 9 th Grade 11 th
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 • • • 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
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