positive community norms

Positive Community NormsHilary Meister

Social Norms• Definition:

– Social norms are simply the behaviors or attitudes of the majority of people in any community or group.

• Example:– If most people in a community do not

smoke, then not smoking is the ‘normative’ behavior, or the social norm. Not smoking is normal, acceptable, and perhaps even expected of that population.

How a Social Norms Campaign Works

Montana Model of Social Norms Marketing

The Montana Model – Dr. Linkenbach, 1999

Step 1: Planning and Environmental Advocacy

• Step 1.1 Environmental Advocacy

Spirit

Science Action

Synergy

Step 1: Planning and Environmental Advocacy

• Setting Campaign Goals– Your goal or goals should be:

• Clear and concise• Achievable in scope (time frame)• Achievable in number (not to many goals)• Complementary (goals should work together)• State who you want to change, what you want to

change and how much change you want to achieve• Establish the time period during which you want

the change to take place

Step 2: Baseline Data

• Using Self-Reported Data– There is no way to measure people’s

perceptions and attitudes except to ask about them directly.

• Descriptive vs. Injunctive Norms– Descriptive Norms: Reflect how the majority

behaves– Injunctive Norms: Reflect majority attitudes

Step 2: Baseline Data

• Framing Survey Questions– The question is the message

EXAMPLEQuestion: In the past 30 days, how often have you driven within one hour after drinking two or more alcoholic beverages?

Message: Most Montana young adults have not driven within one hour of drinking two or more alcoholic neverages in the past 30 days.

Step 3: Message Development

• Principles of Social Norms Messages– Positive– Normative– Reflective– Inclusive– Neutral– Clear– Data-Based & Source-Specific


Identify the Social Norms Messages!!!Yes No

1. Most San Diego Teens (85%) Won’t Ride with an Impaired Driver

2. One out of Three Ohio Young Adults Doesn’t Drink and Drive

3. 86% Could Have Died, But Chose Not to Drink and Drive

4. 46% of Kentucky Young Adults Don’t Drink and Drive

5. Dare to Be Different: Use a Designated Driver

6. Help Us Transform the Norm: Don’t Drink and Drive

7. 96% of Montana Adults Support Stricter Law Enforcement to Combat Driving After Drinking

8. Stop Drinking and Driving. Today.



1. Most San Diego Teens (85%) Won’t Ride with an Impaired Driver X

2. One out of Three Ohio Young Adults Doesn’t Drink and Drive










2. One out of Three Ohio Young Adults Doesn’t Drink and Drive X











3. 86% Could Have Died, But Chose Not to Drink and Drive X











4. 46% of Kentucky Young Adults Don’t Drink and Drive X











5. Dare to Be Different: Use a Designated Driver X











6. Help Us Transform the Norm: Don’t Drink and Drive X












X











X

8. Stop Drinking and Driving. Today. X

Step 4: Market Plan

• Think about the following:– Where do you most often obtain information about alcohol?– Which of those sources of information are most credible?– Oh which of those sources of information do ou most often rely for

information?

• Common Methods of Advertising– Flyers– Posters– Postcards/Direct Mail– Local Advertisements– School and Business Marquees– Banners– Buillboards

Step 4: Market Plan

Advertising in Schools• Meet with school administrators to determine what

communication methods are permissible and available and to learn about any quidelines and limitations. For example:– Will administration need to approve materials? If so, what will be the

process?– Where can posters, flyers, etc. be hung and distributed?– Can you mail pastcards or other items to students and/or parents through

the school? If so, what will be the process?– What existing publications and efforts present opportunities for

distributing your message (student handbook, school newspaper, website, marquees, athletic or student event programs, etc.)?

Step 5: Pilot Test & Refine Materials

Start by testing your pilot ads with focus groups that represent the diversity of your target population. In these early groups, make sure to test ‘The Three M’s’!

1. Message2. Messenger3. Medium

Step 6: Implement Campaign

• Implement your media campaign• Prepare for public response• Hear and steer the public conversation• Create synergy• Pilot on the run• Collect data for next generation messages

Step 7: Evaluation

• Did you….– Set the right goals for your project?– Select the correct target audience?– Choose correct intervention and control areas?– Schedule an appropriate timeline?– Secure sufficient funding?– Hire the right administrative and management team?– Design an appropriate survey and survey administration plan?– Properly analyze your baseline data?

QUESTIONS?

positive community norms

Documents

san diego

social norms

social norms

injunctive

market plan

wont ride

designated

designated