Social Norms Marketing: Dispelling Myths in Teen Drug Use

1. Social Norms Marketing:Dispelling Myths in Teen Drug Use Sherrine Eckersley Independent Consultant

2. Workshop Objectives • Learn Social Norms Marketing theory • Learn general “best practices” in conducting a Social Norms Marketing campaign that targets youth

3. Your Objectives • Name • Population you work with • Your SNM experience / training • What you hope to get out of the workshop

4. Keep in Mind • Most examples will be alcohol, tobacco and other drug related (ATOD) • SNM can / has been used for • safe sex behavior • healthy dating practices • body image • parental involvement • seat belt usage • helmet usage, etc.

5. Social Norms Marketing (SNM) SNM Theory Planning an Effective Campaign Evaluating Your Project

6. Social Marketing (SM) the application of commercial marketing and advertising practices to the design and implementation of mass media campaigns to advance social causes. SM uses the same theory and research-based strategies that marketers use to sell consumer good such as Cocoa Puffs and lipstick. Instead of a product, social marketing attempts to "sell" a change in behavior, attitude or environment. Marketing is customer- focused and tailors its messages to target audiences.

7. Social Norms Marketing Theory

8. Social Norms Marketing (SNM) specifically refers to an innovative way to educate people about the health behaviors practiced by the majority of the public. Norms are the center of this marketing strategy. By publishing healthy norms, social-norms marketing reduces the chance that people will act to match a falsely perceived and unhealthy norm.

9. “Norm” = The majority of the people; what most people do

10. The problem with misperception of the “norm”: • Misperception reinforces the unhealthy behavior: • Heavy users are more likely to believe the misperception • Non-users are likely to believe it is “okay” • Non-users may perpetuate the misperception by repeating the misperception • Beliefs influence behavior

11. SNM Research • 10% Montana 12 - 17 year olds initiated tobacco use v. 17% in control counties (Linkenbach & Perkins, 2003) • 29% decrease in smoking rate (University of Wisconsin- OshKosh) v. no change in control county (Hancock et al, 2002) • 20% or more decrease in high risk alcohol consumption in Mid-western high school, 40% after 4 years (Haines, Barker and Rice, 2003) • decrease in DWI and increase in protective behaviors (Cimi, Page & Rujillo, 2002)

12. Why is SNM so popular? • “New” • Impacts both users (intervention) and non-users (prevention) • Youth involvement • “Fun” • Appears to be easy • Perception =“anybody” can do it!

13. Caution • If health is NOT the norm • If you are unable to plan for adequate message exposure • No plan to evaluate the impact of the campaign • No plan to establish baseline

14. Critics of SNM • Misunderstand the theory: Many critics accuse SNM of claiming it alone can change use rates • Replication is challenging - Yes it is! • culture • health issue • political will • Definition of “norm” is often debated • Many SNM practitioners fail to evaluate their project

15. Keep in Mind: • Use data to determine strategy • Always assess community readiness • Use SNM as a complimentary strategy - NOT a stand-alone • Test all media with target population • Evaluate your project (stay flexible)

16. Using the Strategic Prevention Framework to plan and implement a Social Norms Marketing campaign

17. Assessment • Identify the issue (existing data) • Collect baseline data (use and perception indicators) and analyze results • Determine the goals and outcome

18. 1. Identify the issue 1. What is the problem? 2. What is the problem behavior? 3. What is the belief / attitude concerning the substance? 4. What is the belief / attitude concerning the behavior? 5. What beliefs / attitudes counter the behavior (health)?

19. Examine Available Data • 30 day use rate • 2 week use rate • Age of first use • Perceived Adult disapproval • Perceived Peer disapproval • Perceived risk / harm • Lifetime use rate • Enforcement data (zero tolerance violations, arrest data, conviction, etc.)

20. 2.Collect Baseline Data • Use a tool that can be administered at least every other year • Include questions regarding perception • Include questions regarding “hearing, seeing, reading” ads about your school / community • Include questions regarding perception of risk / harm

21. Assessment Results

22. Example: “Use Rate” Results 30 day use rate = 46% 2 week use rate = 24% Lifetime use rate = 66%

23. Perception Results • What percentage of students at your school do you believe used alcohol in the past 30 days? • 0 % = 0% • 10% = 1% • 20% = 1% • 30% = 2% • 40% = 3% • 50% = 7% • 60% = 11% • 70% = 10% • 80% = 13% • 90% or more = 52% 93% Overperceive

24. 4a. Determine Goals • Social Norms Marketing Goals: • Communicate the norm behavior of target population to the target population

25. 4b. Determine Outcomes • Social Norms Marketing Outcomes: • Increase the number of youththat correctly perceive the norm behavior of their peers • Increase the number of youth that hear, read, or see advertisements about ATOD prevention* * = USDHHS/SAMHSA/CSAP Prevention National Outcome Measure

26. Capacity Building: Mobilizing • Identify Stakeholders / Partners • Youth • Schools • Community Members (live and/or work) • Media (heard, seen and read) • Health care professionals • Social service agencies (prevention, treatment, mental health) • Local law enforcement • Etc. (juvenile court system, mayor, council. . .) • Cultural Competency:have a diverse group that reflects the community

27. Planning

28. Planning: Campaign Components • Determine possible messages based on assessment results • Create samples for testing • Conduct focus groups • Refine media and test (focus groups) • Create first round of media • Media Exposure • Evaluate Media “Reach, Understanding, Recall, Reaction” • Evaluate outcome (after 1 year of media exposure)

29. Message Development Data options for messages

30. 30 day use rate = 46% 2 week use rate = 24% Lifetime use rate = 66% 30 day use rate = 95% 2 week use rate = 98% Life time use rate = 100% Extracting the “norm” from the use rate: Reality Perception

31. Perceived harm/risk:“There is nothing wrong with people under 21 drinking beer or wine” A. Strongly Disagree 26% B. Disagree 35% C. Neutral 16% D. Agree 15% E. Strongly Agree 8%

32. Conclude: • Most of the students do not drink on a regular basis (54% in the 30 day time) • Most of the students believe underage drinking is wrong (61%) • Most of the students have healthy beliefs about illegal substance use

33. Create the Media

34. General Guidelines for Poster / Postcards • Picture • Message • Data • Source • Funder / Organization (optional)

35. Pictures • Royalty free stock photos (google view) • Cartoons • School logo / mascot • Pop culture (whatever is NOW) • Recruit “models” from other communities • Market test your photos with a small group

36. I support my friend's healthy choices Most Hawks DON’T drink Capital H.S. 2007 ATOD Survey, 61% believe underage drinking is wrong.

37. Multiple Media Mock Ups • Alter the language • Change the data • Change the font • Change the “voice”

38. Me and my BFF - we don’t Drink! Support your friends’ healthy choices Capital H.S. 2007 ATOD Survey, 61% believe underage drinking is wrong.

39. Opportunistic Events • Back to school • Homecoming • Holiday break • Turn-about (Sadie Hawkins) • Prom • Graduation

40. Determining media & placement • Locations identified during your Focus Group • Hall surveys • Lunch room surveys • Quick Voting • Incentives (bottled water, sucker, candy bar, health bar, etc.)

41. 3 out of 5 T Wolves Don’t Drink We asked - you reported. 2006 THS survey. 63% reported not drinking in the past 30 days.

42. Schools Out for Summer! Ensure that he has a healthy summer: • Know where he is going • Know who he is with • Talk to him about healthy choices For summer activity ideas: www.recpark.org For ideas on how to talk to your middle schooler about drugs: www.howtosayno.org

43. My Summer to-do list: • Read the new Harry Potter • Go see Pirates • ask Alison out • avoid mowing until absolutely necessary • play as much baseball without losing Alison NOT on my list: alcohol and smokes

44. My hita is growing up Now’s a good time to talk to her about making healthy choices. Call Healthy Hermosa for ideas on what to say: 1-800-555-5551

45. This fall, your little girl enters Middle School 62%of Lincoln 6th graders said that their parents talked to them on a regular basis about the dangers of drinking and drugs 97% of Lincoln students said they trust their parent’s advise on drinking and drugs Keep talking . . . They are listening For conversation starters, call or visit Lincoln Middle School’s PTA: www.lincoln.pta.edu

46. 84%of Capital High School students picked their parents as the most reliable source for alcohol and drug information. • 46% reported that parents talked to them about alcohol in the past month. I still trust you! Keep talking. . . For information on how to talk to your teen about alcohol and drugs, go to www.pta.org Capital H.S. ATOD Survey, 2006. N = 865

47. What Hawk’s Prefer 68% 32% 78% Not to smoke South HS 2006 Survey. N = 852

48. 9 of 10 of us refuse to date a smoker PHS 2007 Healthy Youth Survey.

49. They want to be just like you Let them know that MOST of You DON’T Drink BGHS Use and Perception Survey 2007.

50. You got her this far. • Know where she is going after the ceremony • Know who she will be with • Talk to her about healthy choices and remember. . . Parents who host, lose the most. Sponsored by the Jordan High PTA.