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Social Norms: FE Colleges…Stockton on Tees

Social Norms: FE Colleges…Stockton on Tees. Catherine Wilburn, Research Executive, NWA Social Research Ltd. NWA Social and Market Research Ltd T: 0800 316 3630 E: katy.wilburn@nwaresearch.co.uk. The Theory…. The greatest influence - perceived behaviour of their direct peer group.

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Social Norms: FE Colleges…Stockton on Tees

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  1. Social Norms: FE Colleges…Stockton on Tees Catherine Wilburn, Research Executive, NWA Social Research Ltd. NWA Social and Market Research Ltd T: 0800 316 3630 E: katy.wilburn@nwaresearch.co.uk

  2. The Theory… • The greatest influence - perceived behaviour of their direct peer group. • Misperceptions of others’ attitudes and/ or behaviour. • Passive acceptance of misperceptions. • Misperceptions are ‘self-perpetuating’ • Individuals who do not personally engage in the problematic behaviour may contribute to the problem by the way in which they talk about the behaviour. • ‘Real’ information – ‘myth busting’ NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  3. Social Norms in Stockton… • During 2009, NWA Research Ltd developed the ‘You Said…’ social norms project in secondary schools across Stockton. • Over 1600 pupils in Year 7 and 9 completed questionnaires • Interventions developed for each school/ year group in conjunction with pupils by marketing company and used within schools • Pupils resurveyed in 2011 when they were in Years 9 and 11 • Attitude and behaviour changes noted across all areas of risk taking behaviour NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  4. Social Norms in Colleges… • Development of the questionnaire for a more mature student body i.e. questions geared towards staying safe when drinking, safe/ protected sex etc • Online completion of questionnaire • Development of the marketing materials, using the generic posters as a base, and then encouraging and increasing student involvement in the wider promotion • Allows comparisons between the prolonged and short-term effectiveness of the social norms approach - college cohort will incorporate some pupils from schools who have and have not been involved in the secondary school intervention NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  5. The Colleges… • Egglescliffe Community College • Stockton 6th Form College • Conyers 6th Form College • Stockton Riverside College (SRC) • Bede 6th Form at SRC • Just over 900 6th Form/ FE students entering college for their first year completed a questionnaire NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  6. The Findings… NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  7. Intervention Materials… NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  8. The Materials…

  9. Did it work…? NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

  10. Thanks for your time! Any Questions…? NWA Social and Market Research Ltd Tel: 0800 316 3630, Email: katy.wilburn@nwaresearch.co.uk

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