5 Tips to a Successful Social Norms Campaign

Are you developing messages for a social norms campaign? Here are 5 quick tips to keep in mind when building a message.

1. Create a brand.

   Norms campaigns work well when they have a recognizable brand. Consistent logos, color schemes, and post activity can help your campaign stand out and become familiar among your audience. Sometimes social norms can even benefit from a furry friend appearing on a poster or an Instagram post. Mascots are a fun way to give your campaign a brand and add a little spirit. It can be anything from your university’s beloved mascot to a quirky obsession like campus squirrels. If you choose to use a mascot, give it a name and a personality then post it with your norms message to start getting new, regular viewers. Whatever your branding choices are, give them some time to catch on and you’re on your way to a campaign that’s easy to recognize and remember.

2. Use just one or two norms at a time.

   We hear it time and time again: Keep it simple. We’re bombarded with persuasive messages, ads, posters, and, of course, lots and lots of text all the time. When students are running from class to club to work to social outing, they don’t always have time to retain the “Top 10” behaviors you might put on a norms message. When you send out your norms messages, keep it to just one or two norms statistics at a time. That way, the audience has time to read the entire message and let the message sink in instead of reading a bunch of norms data without processing it. If it looks a little bland for your taste, ask the audience to tell their friends about it or add social media handles. This way, you’re encouraging them to keep the campaign messages in their conversations.

3. Make the norm the focal point.

   You love your new norm mascot and students love it too. You have a funny phrase that you think will capture students’ attention and keep them talking. Your social media is starting to gain followers, too. You post the vibrant, engaging message to all your platforms and– whoops, you forgot the norm! We encourage everyone who creates a norms campaign to utilize their norms data and make it the focal point of their message. Why? Social norms work! Anything you have already is just going to be enhanced by the social norms data. Your cool mascot might be all over social media saying “Plan a sober ride,” but without the data saying that 90% of students on your campus plan a sober ride, too, your message might just blend in with all the other persuasive messages online. Can you keep my cool mascot in the center and put the norms message at the bottom? Only if you can see it clearly and it doesn’t get lost in the graphic. The norms data is the most effective part of the message. Think of it as the MVP of your message components. Make sure it’s clear and students know what the message is about. If your norms statement is the focal point, you’re already in a good spot.

4. Go to the bathroom.

   Seriously, go to the bathroom! We consistently see that students retain messages when they see them in bathroom stalls. Many campuses have “Stall Stories” and “Stall Seat Journals” that act as newsletters in bathroom stalls. You can utilize them by adding a social norms message to a section of these newsletters. These can be helpful mediums because they often have events listed where students might be at risk of destructive drinking or experiencing harms. If you plan your norms message accordingly, it can be relevant to different events happening throughout the school year. So, give it a shot! You have the their full attention– well, most of it anyway.

5. Keep it positive.

   Let’s end it on a high note. The Social Norms Approach has also been referred to in some circles as “The Science of the Positive”, and it really gives you an opportunity to engage with your students in a refreshing way, that focuses on the things they are doing right. Social norms campaigns can often be fun and informative at the same time, but it’s important not to get too prescriptive. College students don’t want to be told what they should and should not be doing. Let the norms speak for themselves. Avoid the words “don’t” and “shouldn’t” as well as any name calling or shaming. Instead, incorporate the norms statement and a positive message. Try something like: “65% of university students keep track of how many drinks they have. Have fun counting down to the New Year, too!” It’s a serious subject, but you can keep it lighthearted. Some campuses will even handout swag with norm messages on it, making it easier to associate the campaign messages with positive experiences. Everyone could use a little fun in their lives. Get creative, stay tasteful, and show respect.

Have questions about your social norms campaign? We’d love to take a look at your messages and give you feedback. Contact us at nsnc@msu.edu.