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Virginia APRIL 20, 2010

®. Virginia APRIL 20, 2010. Jim Campain Red Truck LLC Training, Management & Consulting jimcampain@comcast.net Jan Campain Red Truck LLC Training, Management & Consulting jancampain@comcast.net. Slide Title. GOAL FOR TODAY:.

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Virginia APRIL 20, 2010

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  1. ® Virginia APRIL 20, 2010

  2. Jim Campain Red Truck LLC Training, Management & Consulting jimcampain@comcast.net Jan Campain Red Truck LLC Training, Management & Consulting jancampain@comcast.net Slide Title

  3. GOAL FOR TODAY: • Demonstrate how school climate, culture and connectedness can be improved through a student-implemented, adult-facilitated social norms campaign

  4. Today’s Presentation: • School Climate & Culture • Social Norms Campaign • Putting It All Together • Review, Q & A

  5. Strengthening Connections: The Whole Child, Family, School and Community Partnership is the ability to work together toward a common vision; the ability to direct individual accomplishment toward organized objectives. It is the fuel that allows common people to attain uncommon results. Simply put, it is less “me” and more “we”.

  6. Defining Terms School climate- the “feel” of a school, expressed and evident, in the feelings and attitudes of students, staff and parents about spending my day here; both the reality and the perception of the school as a place to work and learn.

  7. Defining Terms School Culture- reflects the shared ideas, assumptions, traditions, values and beliefs that give the school it’s identity and standard for expected behavior; the written rules and unwritten norms which group members adhere to in order to remain in good standing.

  8. Defining Terms School Connectedness-The belief by students that adults in the school care about their learning as well as about them as individuals. (Research indicates that connectedness is one of the few factors that consistently and positively influences social, health and educational outcomes for adolescents.)

  9. Wingspread* Declaration on School Connections • (See Worksheet) • Critical Requirements for Feeling Connected • Critical Accountability Measures • Promotes & Encourages Increased Student • Connections to School • Mitigates a Variety of Negative Behaviors • *Center for Adolescent Health & Development, • University of Minnesota

  10. What Are the Common Threads That Run • Through a School Where Students Feel Connected? • High standards & expectations with academic support • Fair & consistent disciplinary policies • Trusting relationships among students, staff & families • Hiring & supporting quality educators • Fostering high parent expectations for school performance and completion • Ensuring that every student feels close to at least one • supportive adult

  11. “THERE” HEALTHY CLIMATE & CULTURE THE ROAD=THE RESEARCH SOCIAL NORMS CAMPAIGN

  12. Today’s Presentation: • School Climate & Culture • Social Norms Campaign • Putting It All Together • Review, Q & A

  13. “The heated question of whether or not social norms marketing works has been definitely answered with recent comprehensive evaluations. Moreover, we have moved beyond debating whether or not social norms works and have entered a new era in which we identify the conditions under which social norms approaches are most likely to have significant impact on the behaviors targeted.” Clayton Neighbors, Ph.D. in his address to the 2008 National Social Norms Conference in San Francisco entitled “The End of an Error-New Frontiers for Social Norms”

  14. “No resource is more powerful and accessible than the persuasion of the people who make up our social networks.” “Smart influencers appreciate the amazing power humans hold over one another, and instead of denying it, lamenting it, or attacking it, influencers embrace and enlist it.” Influencer…The Power to Change AnythingMcGraw Hill Publishing What does the above concept look like??? ***YouTube: Power of Conformity***

  15. “A person’s behavior is determined by his/her intention to perform a behavior that he/she thinks significant others will evaluate as positive. Specific attitudes toward this behavior can be expected to predict that behavior.” Icek Ajzen Theory of Planned Behavior/Reasoned Action

  16. TRY THIS ON!!! Have YOU ever behaved in a way that YOU hoped would cause a significant person to think highly of you?

  17. Perception and Reality “As I researched, I became particularly interested in how perceptions are formed, how they govern the way we see, and how the way we see governs how we behave. It taught me that we must look at the lens through which we see the world, as well as at the world we see, and that the lens itself shapes how we interpret the world.” -Stephen Covey

  18. “Culture is the accumulation of behaviors and beliefs that characterize a group of people. It is comprised of attitudes, symbols, language, rewards, expectations, customs, and values that define the experience and context of those people.” George Barna

  19. Perception and Reality • Social Norms Theory: Behavior is influenced by correct or incorrect perceptions about how other members of our social group think and act. The theory predicts that misperceptions may cause problem behavior to increase and healthy behavior to decrease.

  20. Social Norms Approach Essentially, the social norms approach: • uses a variety of methods to correct negative misperceptions (usually overestimations of use) • identifies, models, and promotes the healthy, protective behaviors that are the actual norm in a given population. When properly conducted, it is: • an evidence-based, data-driven process, and • a very cost-effective method of achieving large-scale positive results. Social Norms Resource Center

  21. Causes of Misperceived Norms • Attribution Theory • Social Conversation • Cultural Media • Pluralistic Ignorance • False Consensus • Inferred Justification

  22. Prevention is Proactive Getting from NO to YES To Get Health, Promote Health Social Epidemic / Tipping Point Perception and Reality in Social Norm Campaigns

  23. VARIETY OF ISSUES ADDRESSED • ATOD • SCHOOL CLIMATE AND CULTURE • DISENGAGED & DISENFRANCHISED YOUTH • SCHOOL ATTENDANCE • GRADUATION RATES • STRESS • BALANCING YOUR LIFE • GOSSIP & RUMOR SPREADING • RESPECT • TEEN PREGNANCY • PENDING:GIRLS IN TECHNOLOGY

  24. CHECKPOINT!!!

  25. Interesting idea, but…Does it work???

  26. Rocky Mountain High School: Live Large Campaign • Suburban high school • Grades 10 – 12 • 1600 students • Campaign designed to reduce drinking and driving

  27. 30 Day Alcohol Use,Behavior versus Perceived Behaviors

  28. Changing BehaviorsRocky Mountain High% NEVER driven under the influence

  29. But are RMHS students drinking less? • Yes! • 17% fewer students reported using alcohol in the last 30 days in 2006 compared to 2003

  30. Wellington Junior High School: Recognize Campaign • Rural junior high school • Grades 7 – 9 • 700 students • Campaign addressed gossip, rumors, and trash talk

  31. Changing Misperceptions: Wellington Junior HighHow often do you think students at your school have spread rumors? After the campaign was implemented, the % of students who believed other students were spreading rumors every day dropped by almost half

  32. “In my twenty years in public education, it is our social norms campaign that has had the single greatest impact on our school climate.” -Principal, Wellington Junior High School

  33. Carter Lake Elementary School, Iowa: Life in the CL, I CL, 51510 • Elementary school in unique location • 300 students • Campaign addressed school attendance and school identity

  34. Changing Behaviors Elementary School: Increase School Connectedness and Attendance • 37% reduction in students who think it is OK to miss several days of school • Control site showed 27% increase in reported number of days absent • Increases in school connection and schoolengagement • As a result, removed from the state’s “watch list”

  35. Western Iowa High Schools • 3 Comprehensive Public High Schools • Grades 9-12 • 3,200 students total • Campaign designed to increase graduation rates

  36. Changing Behaviors • 96.9% actual vs. 50% perceived • Slight increase in graduation rates at all 3 high schools, Spring of 2009 • Dropout reduction rate of 8.05% in 2007-2008 to 5.4% in 2008-2009

  37. What is a Social Norms Campaign? • Environmental strategy, universally applied • Evidence-based • Driven by relevant and current data • A way to shine the light on health • Strength-based approach • Engages & empowers students and community • Re-energizes staff and community • Positive outcomes

  38. “I feel like a mosquito in a nudist’s colony. I know exactly what to do, I just don’t know where to start.” Pat Riley, Miami Heat

  39. CHECKPOINT!!!

  40. 3. Assess Target Audience 4. Develop Marketing Plan 5. Campaign Rollout 2. Gather Relevant Data 6. Evaluation 1. Build the Foundation The ACTUALITY® Process

  41. PHASE 1: BUILD THE FOUNDATION • Is our base solid? • Is there anyone missing from the table? • Are we ready to move forward?

  42. Phase 1 - Build the FoundationBegin With the End in Mind “You imbecile…We flew 12,000 miles for this?”

  43. 3. Assess Target Audience 4. Develop Marketing Plan 5. Campaign Rollout 2. Gather Relevant Data 6. Evaluation 1. Build the Foundation The ACTUALITY® Process

  44. PHASE 2: GATHER RELEVANT DATA • What are the issues we want/need information about? • What questions should we ask to get this information? • How can we get it?

  45. PHASE 2: GATHER RELEVANT DATA SAMPLE QUESTIONS: 30 DAY ALCOHOL USE During the past 30 days, on how many occasions have YOU had any drinks with alcohol? During the past 30 days, on how many occasions have YOUR FRIENDS had any drinks with alcohol? During the past 30 days, on how many occasion have THE OTHER STUDENTS AT YOUR SCHOOL had any drinks with alcohol? OTHER KINDS OF QUESTIONS ASKED 3 WAYS: • Had 5 or more drinks • Driven a car while using alcohol • Been a passenger • Used marijuana • Used other illicit drugs

  46. Phase 2 - Gather Relevant DataRocky Mountain High School

  47. Typical Data Findings • High school alcohol use: • 67% have not used in a 30-day period, yet believe that 90% of the others have • Teen sexual behavior: • 60% have not engaged in sex, however believe that 95% of their peers have • One high school’s “cheese” use: • 91% have never tried, but report that they believe 75% of other have

  48. 3. Assess Target Audience 4. Develop Marketing Plan 5. Campaign Rollout 2. Gather Relevant Data 6. Evaluation 1. Build the Foundation The ACTUALITY® Process

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