As institutions work to adapt to the COVID-19 global pandemic, there has been a lot of discussion around the utility of using a social norms approach to encourage people to use protective behaviors in mitigating the spread of the virus. Below are some resources to reference in working to create an effective social norms campaign for your community:
Webinars
College Campuses and COVID-19: Developing Risk Reduction Messages and Campaigns
Join health communication experts from the National Social Norms Center to discuss COVID-19 campaign approaches and harm reduction strategies for college campuses. These experts have partnered with their universities to assist with the development of risk reduction messages for a primary audience of undergraduate students. The focus of the discussion is on theory-driven, evidence-based strategies and principles for campaign message development. This webinar was designed for people who are working on COVID-19 messaging for their respective college campuses. The experts provide an overview of key issues and strategies to consider in your efforts, and then spend time answering questions.
College Campuses and COVID-19: Guidance for Campus Campaigns Based on the MSU Experience
Join health communication experts from the National Social Norms Center and the MSU Health & Risk Communication Center to discuss the COVID-19 student survey conducted by Michigan State University this summer in preparation for the fall semester. The focus of the discussion will be an overview of the data obtained and how it might be used to construct an effective harm reduction campaign utilizing students as partners rather than “the problem”.
How to develop an effective Social Norms Message
A Few Key Articles for understanding the approach:
Haines, M., & Spear, S. F. (1996). Changing the perception of the norm: A strategy to decrease binge drinking among college students. Journal of American College Health, 45, 134–140.
Perkins, H. W., & Berkowitz, A. D. (1986). Perceiving the community norms of alcohol use among students: Some research implications for campus alcohol education programming. International Journal of the Addictions, 21, 961–976.
Perkins, H. W., Haines, M. P., & Rice, R. (2005). Misperceiving the college drinking norm and related problems: A nationwide study of exposure to prevention information, perceived norms and student alcohol misuse. Journal of Studies on Alcohol, 66, 470–478.
