2003 Social Norms Conference: Complete Schedule
Roadmaps for Positive ChangeScience-Based Prevention
The sixth annual National Conference on the Social Norms Model
July 16-18, 2003
Boston MA.
Hyatt Harborside
101 Harborside Drive, Boston MA 02128
Wednesday, July 16, 2003
Pre-Conference: "Introduction to Social Norms Theory and Practice"
Optional Intensive Seminar conducted by H. Wesley Perkins and Michael Haines
This optional, introductory session is for those who are new to the approach and seek to expand their knowledge of fundamental social norms theory and its practical application to the field of health promotion. This has been an extremely popular feature of past conferences, and we are pleased to be able to offer it again this year.
Please note that attendance at the Pre-Conference requires an additional fee. Please refer to the Conference Registration Form for complete details.
General Session #1 Thursday 9-10:15 AM
Welcoming Address
Michael Haines, Director, National Social Norms Resource Center
"Social Norms: Considering the Untold Goodness…"
Breakout Session #1 Thursday, 10:30-11:45 AM
You will have your choice of five sessions during this block.
1. Koreen Johannessen, Senior Advisor for Prevention at The University of Arizona Campus Health Service
Program Title:
"The Sorority Social Norms Campaign at the University of Arizona"
Program Abstract:
Sorority women at the UA tend to drink about as heavily as all men but tend to have BAC levels that are much higher even though they drink fewer drinks in a sitting. In 1999 Campus Health and the Office of Greek Life at UA launched a sorority specific social norms campaign that provided norms for alcohol related behaviors, attitudes, and values and disseminated norms information through a sorority specific media campaign that included posters/fliers and message reinforcement. This program will describe key elements of the social norms campaign, and significant findings between 1999 and 2002. Marketing techniques for this subpopulation will be explored and sorority specific content examined.
2. William Bacon, Associate Vice President, Research & Evaluation
Tracy Smith, MSW, Director of Special Projects
Planned Parenthood of New York City
Program Title:
"A Social Norms Approach to Reducing Sexual Risk-Taking Among Urban Middle Schoolers."
Program Abstract:
The social norms approach appears ideally suited to the area of adolescent sexual risk-taking. For example, we will report data showing that middle schoolers' actual norms around sexual initiation are much more protective than perceived norms. We will discuss our efforts to develop and implement new social norms components for a school-based pregnancy prevention program, including (1) integrating social norms activities into the classroom curriculum, and (2) creating school-wide social norms poster campaigns. Finally, we will describe results of our efforts to evaluate the new program, including qualitative reactions to the poster campaign and changes in perceptions, attitudes, and behaviors.
3. Jan Gascoigne, Ph.D., CHES, Director of Health Promotion
The BACCHUS & GAMMA Peer Education Network
Program Title:
"Using Social Norms to address the CDC's Framework for Comprehensive Tobacco Control Program"
Program Abstract:
"Using Social Norms to address the CDC's Framework for Comprehensive Tobacco Control Program" is a presentation designed to offer a model for changing student high-risk attitudes and behaviors around tobacco use that fits with State and National funding agency guidelines. This session presents an overview of the CDC Framework for Comprehensive Tobacco Control Programs that serve as program foundations for all tobacco control initiatives. Many States are beginning to see campuses as a community, thus a place to fund tobacco control initiatives. The framework has four goals: prevent initiation, promote cessation, eliminate second hand tobacco smoke exposure and address priority populations that have higher prevalence of use. BACCHUS has applied the social norm model to address the four goals highlighted in the CDC's Framework.
4. Linda Hancock, FNP, PhD, Assistant Director for the Office of Health Promotion
Jim Hardiman MSW, LCSW, CSAC
Virginia Commonwealth University
Program Title:
"Mindsets, Messages & Mistakes that Make a Difference: Social Norms Marketing (SNM) as a process evaluation journey."
Program Abstract
"The devil is always in the details." This presentation focuses on the practical details of process evaluation. Details discussed will include how to keep a focused mindset, how to shape messages that ring true in peoples' hearts, and how to gracefully learn from mistakes which are a necessary part of the process. Our evolution from a single message SNM campaign to a broader health message campaign will be shared. Research findings from a new "snowball-survey" intervention will be presented. The Snowball Survey Critical Thinking Intervention is a low-tech but high impact interactive immediate feedback classroom strategy. Research findings suggest that it can have a synergistic effect with SNM to hasten the correction of a broad variety of health misperceptions.
5. Dolores Cimini, Ph.D., Director, Middle Earth Peer Assistance Program
Estela M. Rivero, Ph.D., Director, University Counseling Center
University at Albany, SUNY
Program Title:
"Using Social Norms in Interactive Peer Theater: Examining Pathways for Effectiveness and Mapping the Course for Future Applications"
Program Abstract:
Research indicates that the presentation of social norms information to college students is an effective method of correcting student misperceptions about alcohol use and reducing actual alcohol and drug use. This workshop will discuss the paths taken toward the integration of social norms information and data into the performances of the Middle Earth Players; a peer theater program at the University at Albany, State University of New York, a program that has been recognized as a model Alcohol and Other Drug Prevention Program by the United States Department of Education and the Center for Substance Abuse Prevention (CSAP). The workshop will provide and overview of the program's effectiveness in 1) reducing rates of alcohol use on campus; 2) correcting misperceptions regarding alcohol use at the University; and, 3) solidifying the presence of protective factors for students. The ways in which the science-based social norms information techniques used by the Middle Earth Players program can be adapted to meet the needs of other colleges and universities will be discussed, and areas for upcoming research of the Middle Earth Players interactive peer theater model with high-risk college student populations, such as student-athletes and judicially referred students, will be examined.
Luncheon Keynote Address Noon -1:30 PM
H. Wesley Perkins, Ph.D.
"Sociological Vision: An Essential Ingredient for Social Norms Recipes"
You will have your choice of 5 sessions during this block.
1. Charles Atkin, Ph.D.
Dennis Martell, Ph.D.
Jasmine Greenamyer, M.P.H.
Michigan State University
Program Title
"Specialized Social Norm Message Strategies Focusing on Celebratory Drinking"
Program Abstract
Messages designed to change drinking misperceptions typically feature global norms (proportion of all students who generally consume responsibly). MSU is testing specialized messages that focus on distinctive celebration occasions when the perceived normative climate encourages larger numbers of students to drink. Survey data (N=1,162) show above-average prevalence of drinking & drunkenness on certain occasions: welcome week (40% & 29%), spring break (48% & 30%), football gamedays (37% & 18%), Halloween (32% & 18%), and St. Patrick's Day (26% & 15%). Because the general drinking norm may not be applicable to these special occasions, event-specific messages will be disseminated to demonstrate that larger-than-expected proportions of students drink moderately or not at all (e.g., 82% on Halloween).
2. Michael Haines
National Social Norms Resource Center
Sara Christensen, Project Coordinator, Strength in Numbers
Peer Services, Inc.
Program Title:
"Communities Using the Social Norms Approach to Reduce Teen Alcohol and Tobacco Use: Two Case Studies
Program Abstract
A social norms marketing campaign (DCP/Safe) was used to reduce teen smoking and alcohol use by over 30% at two Midwestern high schools. It was the first documented successful use of this approach in a high school setting and was chosen the Illinois Outstanding Prevention Program in 2001. DCP/Safe methods were replicated in a large urban high school (Strength in Numbers) showing similar first year impact.
Mr. Haines was the Senior Consultant to DCP/Safe and Ms. Christensen is Project Coordinator for Strength in Numbers. In this session, they will describe the methods used to collect data, develop messages and deliver media. There will be ample time for questions and discussion.
3. Gavin Henning, Research Associate - Student Affairs Research and Assessment Center
University of New Hampshire
Program Title:
"Developing a Social Norms Assessment Plan"
Program Abstract:
Social norming is an innovative approach to curbing high-risk alcohol use. But how do you know if this educational approach works on your campus? This interactive session will walk you through a step-by-step approach whereby you will learn how to develop an assessment plan AND leave with the finished framework for a comprehensive social norms assessment plan that you can implement on your campus.
4. David Hellstrom, Director of Education and Training
BACCHUS and GAMMA Peer Education Network
Program Title
"Reducing Risk: The Prevention Collaborative's Positive Social Norming Campaign"
Program Abstract
The Prevention Collaborative is a five-school consortium based in the Twin Cities of Minneapolis and St. Paul. The Collaborative received a two-year grant from the Department of Public Safety in the year 1999 to work on reducing impaired driving among college students. Through a comprehensive series of Positive Social Norming strategies, ("Most Students Prevent DWI") as well as educational programming and stakeholder building, the five campuses collectively showed a 13% reduction in impaired driving after two years. Even though it wasn't necessarily the objective of the Project, the Collaborative schools also showed reductions in excessive drinking (sometimes called binge drinking) underage drinking, public misconduct and an increase in students who said they would prefer not to have alcohol present at parties they attend.
This program will highlight the Collaborative's effort's to reduce impaired driving, show samples of some of the social norming strategies used, and talk about partnerships and stakeholder efforts designed to make the reduction of risk a campus-wide effort.
5. Patricia Fabiano, Ph.D., Western Washington University
Alan Berkowitz, Ph.D., Independent Consultant
Jeff Linkenbach, Ed.D., Montana State University
Wes Perkins, Ph.D., Hobart and William Smith Colleges
Program Title:
"Engaging Men as Social Justice Allies in Ending Violence Against Women:
Evidence for a Social Norms Approach"
Program Abstract
How do you begin the process of applying social norms to the issues of sexual assault prevention? Like any social norms intervention, sexual assault prevention efforts must begin with collecting and assessing credible data that identifies actual and misperceived norms. Four social norms researchers will explore the application of this simple model to the complicated issue of preventing sexual assault by engaging men as social justice allies in ending violence women. A case study of one research project will demonstrate the often-misperceived norms men and women hold about importance men place on consent in sexual relationships and men’s willingness to intervene in situations that could lead to sexual assault. The research team will discuss the implications for prevention suggested by this study for strengthening campus cultural environments to reduce sexual violence.
1. Pam Negro, M.S.W.
Social Norms Project Coordinator
Center for Addiction Studies
Rowan University
Program Title:
"The Rowan University Social Norms Project: Alcohol"
Program Abstract:
This program will describe the successful social norms campaign currently underway at Rowan University. Survey data have revealed a significant increase, from pre-test to post-test, in the percentage of students who reported either seeing or hearing normative messages about the actual drinking rates of Rowan students. The data clearly indicate increasing saturation over time; for example, the percentage of students who reported seeing media concerning campus drinking rates ten times or more increased from 2 percent (at baseline) to 15 percent (in 1999), 20 percent (in 2000), and 27 percent (in 2001).
In addition, during the study period there has been a continuous decrease in the percentage of students perceived to be heavy-episodic drinkers. After five semesters of the social norms media campaign there has been a 24 percent decrease in the misperception of the campus drinking norm.
Lastly, during the study period there has been a continuous decrease in the percentage of students who self-report as heavy-episodic drinkers. After five semesters of the social norms media campaign there has been an 11 percentage point decline in the self-reported rate of heavy-episodic drinking. This translates into a 23 percent reduction in heavy episodic drinking.
2. Trina Ann Ragain, Coordinator of Research Programs
Center for Prevention Research & Development, University of Illinois at Urbana-Champaign
Karen Jarczyk, LSW, CSADP
Prevention Coordinator
NCO Youth & Family Services, Inc.
Bobbi Laffin, MPH, CSAP
Student Assistance Program Coordinator
Health Education Teacher
Indian Prairie School District 204
Sandra A. Stelmach, MA, CSAP
Student Assistance Coordinator
Naperville CUSD#203
Russell K. Wolf
Crime Prevention Officer
Naperville Police Department
Program Title:
"From Planning to Evaluation: One Coalition's Experience Using the Social Norms Approach to Target Tobacco Use in a High School Setting"
Program Abstract:
How would you utilize a $1500 budget to target 12,000 high school students with a tobacco-focused social norms marketing campaign? Members of the Naperville Social Norms Marketing Coalition will outline how they have accomplished this task. They will address (1) group formation and education, (2) initial data collection, (3) message development and pilot testing, (4) campaign implementation and monitoring, and (5) outcome evaluation, including survey formulation, distribution logistics, and evaluation results. Lessons learned during each step in the process will be discussed. This session is well-suited to individuals and groups who are interested in campaign implementation at the middle and high school levels.
3. Gregory Barker, Ph.D., Northern Illinois University
Richard Rice, MA, National Social Norms Resource Center
Program Title:
"The Personal Protective Behaviors of College Student Drinkers: Evidence of Indigence Protective Norms"
Program Abstract
This session will focus on the strategies that college student drinkers employ to minimize their risk for alcohol-related harm when drinking. Analysis of the National College Health Assessment (NCHA) aggregate data identified a cluster of personal protective behaviors that, when regularly used, reduce the likelihood of alcohol-related harm. The analysis also reveals that as the number of different protective behaviors employed by student drinkers increases the probability of alcohol-related harm decreases. This relationship exists for moderate as well as less moderate drinkers. The presentation will identify the personal protective behaviors and discuss possible social norms and social marketing interventions to increase their use by college student drinkers.
4. Jeff Linkenbach, Ed.D.
H. Wesley Perkins, Ph.D.
Program Title:
"MOST of Us Wear Seatbelts: The Process and Outcomes of a 3 year Statewide Adult Seatbelt Campaign in Montana"
Program Abstract
Increasing seatbelt usage is a proven method of saving lives. However, increasing safety belt usage in a statewide population of adults presents tremendous challenges. Questions arise such as whether misperceptions of others’ seatbelt usage behavior even exist-- and if so, whether a social norms campaign could correct such misperceptions and improve personal seatbelt use? In the year 2000, the MOST of US campaign at Montana State University was contracted by the Montana Department of Transportation to research the potential of the social norms approach for increasing seatbelt usage across the statewide population of adults ages 18-80. The researchers will present findings from this pioneering case study demonstrating the positive impact of a social norms intervention over a 3 year period. Specific attention will be paid to the challenges which were encountered and how they were addressed.
5. Julie A. White
LaVerne McQuiller Williams, MS, J.D.
Rochester Institute of Technology
Program Title
"Social Norms Interventions to Reduce Coercive Sexual Behaviors of
College Students"
Program Abstract
This presentation will discuss efforts underway since 2000 to reduce sexual assault at RIT. We will explain interventions developed, based on social norms theory, to affect change in students' attitudes about and experiences with sexual and relationship violence. In addition, we will present results from pre- and post-intervention surveys conducted in
Spring 2000 and Spring 2002 of RIT students. Discussion will include interventions and outcome data for the entire RIT student population, as well as targeted interventions developed for Deaf and Hard-of-Hearing students at RIT.
Breakout Session #4 Friday 9-10:15 AM
You will have your choice of 4 sessions during this block.
1. David W. Craig, Ph.D
H. Wesley Perkins, Ph.D.
Hobart and William Smith Colleges
Program Title
"Using a Web-Survey Strategy to Expose Actual and Perceived Social Norms Among Middle and High School Students"
Program Abstract
This workshop presents a customizable and cost efficient web-based survey instrument and protocol for collecting anonymous social norm and perception data for middle and high school students achieving near whole-population participation. Data can be made available very quickly using a web-based instrument. Results from more than 10,000 middle and high school students using this instrument and protocol reveal the pervasive pattern of misperceptions regarding peer tobacco, alcohol, and illicit drug use as well as other risk behavior norms. Data have been collected using this survey in more than thirty schools in six states spread throughout the U.S. Based on survey results, the workshop reveals the dramatic potential for pursuing social norms based prevention in secondary education and an efficient cost-effective strategy for whole-population data collection.
2. Robert Foss, Ph.D.
Shane Diekman
Christopher Bartley
Arthur Goodwin
University of North Carolina - Chapel Hill
Program Title
"A Multi-Year Social Norms Program Using a Direct Measure of Alcohol Consumption"
Program Abstract
In a 1997 representative sample survey, we interviewed and obtained breath alcohol (BAC) measurements from 1,716 undergraduate students as they returned home late in the evening on all nights of the week. Using this directly measured information, we developed a campaign to alert students to the fact that moderate or non-drinking is normative. Beginning in 1999 the program used a variety of standard tactics (posters, newspaper ads, incentives for displaying posters or knowing facts) and some less common efforts (multi-media, interactive presentation to all incoming students during student orientation). Additional surveys were conducted in fall 1999 and 2002. Both self-report and direct measures of student drinking suggest that social norm marketing programs can affect actual drinking behavior and not merely self-reports of drinking.
3. Michael Haines
National Social Norms Resource Center
Dennis Martell, Ph.D.
Michigan State University
Program Title
"The National College Health Assessment: A Social Norms Survey Tool"
Program Abstract
The social norms approach is a data-driven health promotion method. The National College Health Assessment (NCHA) is one of very few survey instruments that gathers data about student perceptions of behavior with parallel questions about their actual behavior. Additionally, the NCHA surveys students' use of health information sources and rates their believability. These two features provide useful formative and evaluative data for colleges using a social norms approach. The NCHA maintains a national data base of participating schools allowing sites that use the NCHA to compare their local data to both a national reference group as well as to schools specifically selected for matching characteristics.
Michael Haines chaired the working group that created the NCHA in 1998 and has been co-chair of the NCHA Advisory Committee to the American College Health Association for the last five years. Dennis Martell is a Health Educator and Professor of Health Studies at Michigan State University, which uses the NCHA for evidence-based health planning and to provide data for two grant funded social norms projects. During this session, Mr. Haines and Dr. Martell will describe the uses and limitations of the NCHA as well as issues of survey administration and data analysis. Questions are welcome and a discussion will follow the presentation.
4. Jeanne Far, Ph.D., Washington State University
John Miller, Ph.D. Washington State University
Program Title
"Project Culture Change and Empowerment: The Small Group Norms-Challenging Model for Alcohol Abuse Prevention with Curriculum Infusion, Athletes, and the Greek System"
Program Abstract
Jeanne Far and John Miller will provide an interactive, skill-building demonstration of the research-based Small Group Norms-challenging Model intervention. They piloted the model in 1991-92 at Washington State University, and replicated their research in 1995-96. As 1998 and 2000 U.S. Department of Education grantees and 2000 Model Programs Award grantees, they implemented Projects Culture Change and Empowerment to further research and refine the model. They have applied it effectively with students in classrooms, student athletes, and students living in fraternities, sororities, and residence halls, documenting significant decreases in alcohol abuse and increases in accurate perceptions of alcohol-use attitude and behavior norms in each of these settings as well as the whole campus. Dr. Far is developing versions of the model which can be applied to such areas as tobacco prevention, sexual assault prevention, support for social justice and diversity, expanding definitions of masculinity, and other related topics.
You will have your choice of 5 sessions during this block.
1. H. Wesley Perkins, Ph.D.
David W. Craig, Ph.D.
Hobart and William Smith Colleges
Program Title
"Most Valuable Players: Using Social Norms to Target Student-Athletes as a High-Risk Population"
Program Abstract
Nationwide and local HWS survey data have revealed significantly higher rates of heavy drinking and exaggerated perceptions of athlete drinking norms among intercollegiate athletes than among other undergraduates. This workshop presents model strategies designed to identify and reduce harmful misperceptions about student-athlete alcohol norms held by undergraduate students. Survey results after the first year of implementation demonstrated substantial student-athlete exposure to print and electronic media and peer workshops. Statistically significant reductions were also found in the percentage of male and female student-athletes drinking two or more days per week and in several negative consequences due to drinking including poor academic work (all student-athletes), injuries to self and others and memory impairment (females), and unintended sexual activity (males). See http://alcohol.hws.edu/mvp.
2. jennifer bauerle, Ph.D. Social Norms Marketing Coordinator
James Turner, MD, Executive Director of Student Health
University of Virginia, Department of Student Health
Program Title:
"Social Norms Marketing at the University of Virginia: Facilitating Behavior Change Among Undergraduates"
Program Abstract:
Social norms marketing has been successfully used to reduce high risk drinking among undergraduates. It emphasizes the healthy, normative behaviors of a population. This presentation is a step by step guide of how to implement a social norms marketing program on the college campus. Results will be shared from a four-year campaign at the University of Virginia. The program at UVa contains several components. These include data collection, intervention and program evaluation. The data collection consists of a random sample survey, intercept interviews and focus groups. The intervention is an eight poster series and the evaluation is formative and summative.
3. William B. Hansen, Ph.D.
President, Tanglewood Research
Program Title
"Lessons Learned about Norm Setting from Middle School Interventions"
Program Abstract
The Adolescent Alcohol Prevention Trial (AAPT) was begun in the
mid 1980's as a research project designed to test norm setting versus
resistance skills as an approach to alcohol prevention. The outcomes of AAPT
reveal that norm setting is an approach that can be used successfully among
middle school students. Further, modeling of AAPT data revealed that norm
setting interventions worked through reducing not only student expectations
about use, but pressure from peers to engage in drinking. These approaches
have most recently been integrated into a new middle school program, All
Stars. Results of a randomized field trial reveal that norm setting is one
of only several important mediators of alcohol use onset among students.
Normative beliefs are highly related to perceived incongruence with desired
lifestyles and personal commitments to not drink. Analyses reveal that when
these mediators are successfully changed by teachers, reductions in use
follow. When mediators are not changed, alcohol use onset does not differ
from what is observed among students who receive no intervention.
4. Alan Berkowitz, Ph.D.
Independent Consultant
Program Title
"Challenges to the Effectiveness of the Social Norms Approach"
Program Abstract
What challenges influence the effectiveness of social norms interventions and what are the emerging theoretical issues and debates? Challenges include: 1) readiness (the need for an institutional infra-structure to support interventions) 2) salience, (identifying relevant norms for the target group), 3) believability, (does the target group believe the normative information?), and 4) evaluation, (what measures indicate success and what happens when they are overlooked?) These four challenges are reviewed and recommendations provided to ensure program success, fidelity to the model, and to explain unsuccessful interventions. Theoretical issues and debates underlying the social norms approach (including how to respond to common criticisms) are presented to deepen our understanding of the model and the elements necessary for success.
5. Kim Dude
Director of the Wellness Resource Center and ADAPT
University of Missouri-Columbia
Program Title:
"Social Norms Marketing on a Shoe String Budget"
Program Abstract:
Yikes….How am I supposed to implement all of these great social norming ideas when I have such a small budget? It can be done. Come learn how to implement a social norming effort with little money. Many ideas will be brainstormed. In addition, ways of underwriting your efforts will also be discussed.
Luncheon Address Noon - 1:30
David Hellstrom, Director of Education and Training
The BACCHUS and GAMMA Peer Education Network
"If a Tree Falls in the Woods…"
One of the highlights of last year's conference in Philadelphia was the address by David Hellstrom from The BACCHUS and GAMMA Peer Education Network. We have asked David to "reprise" his comments again this year. Join us as David puts his unique perspective on where the social norming movement is at, what we have experienced at this conference, and where we need to go in the future.
You have your choice of 4 intensive seminars, each conducted by a recognized expert, and providing an intensive, in-depth exploration of a single topic.
1. H. Wesley Perkins, Ph.D
Program Title
"Social Norms Data: How to Get it and What to Make of It"
Collecting and interpreting data are the most fundamental and yet often the most perplexing of tasks required in programs implementing a social norms approach. This interactive seminar will: 1) explore and evaluate the variety of methods and instruments available for data collection, 2) review and evaluate the utility of various types of measures included in these instruments, 3) consider ways in which data produced by various measures are often mistakenly analyzed, and 4) consider non-obvious ways
to accurately reinterpret data for use in social norms initiatives.
2. Pat Fabiano, Ph.D., Western Washington University
Program Title:
"Focus Group Research and Methods: A Step-by-Step Approach to Increasing the Quality of Your Qualitative Research"
Program Abstract:
This intensive "how to" focus group workshop is designed to advance the practice of health promotion and prevention specialists by combining basic theory and methods of focus group research with hands-on participation in an actual focus group led by an expert in the field. This presentation will concentrate on transforming focus group theory into practical applications that participants can use in the development of their specific social norms projects. Participants will gain knowledge and experience in how to (a) conduct methodologically sound focus groups, (b) identify the resources needed to conduct focus groups, (c) transform focus group results into "data," and (d) utilize the results to advance the effectiveness of prevention efforts. Valuable learning materials will be distributed to assist participants in developing quality in their own focus group projects.
3. Mary Larimer, Ph.D.
University of Washington
Program Title:
"Normative Information in the Context of Motivational Enhancement and Risk-Reduction Skills: The BASICS Program"
Program Abstract
College student drinking is an important health issue, and efforts to reduce heavy drinking and associated consequences in this population are the focus of considerable national attention. One approach that has led to reduction of use and consequences is the Brief Alcohol Screening and Intervention with College Students (BASICS) program, a motivation enhancement and skills training approach. In this workshop, the theories related to BASICS will be described, with a specific emphasis on motivational interviewing and normative correction. Strategies for reducing consequences will be reviewed, focusing on skills for reducing risks for those who make the choice to drink, as well as supporting abstinence. Possible extensions to other settings and implementation methods will also be discussed, including computer-, mail-, and peer-delivered implementation.
Richard Rice
National Social Norms Resource Center
Lauri Turkovsky
Western Massachusetts Center for Healthy Communities
Program Title
"Effective Marketing Strategies for Social Change"
Program Abstract
Media and marketing efforts may be the most important factor in determining the success or failure of a social norms effort. Over the years, the staff at the National Social Norms Resource Center have seen numerous projects across the nation use media with varying degrees of success. This session will describe the elements of successful marketing and media. This session will use actual examples from social norms campaigns to delineate effective marketing from common mistakes. This session will be interactive and designed for both beginners and advanced social norm practitioners. Media and marketing methods from college-based, community, and high school campaigns will be discussed. Some of the areas covered include:
- Kill the Messenger—Source credibility is important for successful campaigns.
- It is a message, not a brand—Branding can kill good messages.
- Crossing the Value Divide—When the values poison the media.
- Listen before Talking—We need to hear them in order to reach them.
- We can be too slick—Sometimes less is more, low-tech effective media.
- It's never over 'til its over—Testing messages throughout the campaign.
- How many ways can you tell your tale—Many messages…same story.
The National Social Norms Resource Center
www.socialnorm.org