A Social Norms Approach Changes Drinking Perceptions and Improves Health and Safety

1. A Social Norms Approach Changes Drinking Perceptions and Improves Health and Safety Michael Haines National Social Norms ResourceCenter Social Science Research Institute Northern Illinois University www.socialnorm.org

2. A Brief History of Prevention Reactive or Proactive Personal or Environmental Social Control or Social Norms Scary Media & Punitive Policy Positive Media & Normative Policy

3. What areSocial Norms? Cultural Traditions Community Standards Societal Customs Collective Mores Group Expectations Shared Beliefs Typical Behaviors Common Practices Public Conduct

4. How doSocial Norms Work? My Perceptions of Others’ Behaviors Me My Behavior My Perceptions of Others’ Values

5. Social Norms Premises Every functioning social system (group, community, culture, etc.) has protectivesocial norms. (a majority who hold pro-social attitudes and/or health positive behaviors). Protective norms are misperceived. (Problems are over estimated and solutions are under estimated)

6. Protective Social Norms Are Misperceived Wellness is the norm - • Most people are good and healthy • Serious harm is rare • Protection of self and others is typical • “Illness” is the perceived norm - • People are sick and trouble is common • Harm is widespread • Most people don’t care

7. “Binge” Drinking at Nation’s Colleges is Widespread, a Harvard Study Finds Boston – Almost half of all students surveyed at 140 U.S. colleges admitted to “binge” drinking, leading to everything from fights to vandalism … Wall Street Journal(12-7-94)

8. Majority of College Students Drink Moderately or Not at All, a Harvard Study Finds Boston – A clear majority of students surveyed at 140 U.S. colleges reported moderate drinking as the campus norm resulting in relatively small numbers (only 9%) who get hurt or vandalize according to… National Social Norms Resource Center

9. “Binge” Drinking at Nation’s Colleges is Widespread, a Harvard Study Finds or Majority of College Students Drink Moderately or Not at All, a Harvard Study Finds

10. Why Are Social Norms Misperceived? • Attribution Error • Media Advocacy • Commercial News • Pop Culture • Public Conversation • Scare Tactics

11. Social Control Premises Every social system has problems. Those problems are not taken seriously.(People think, “It can’t happen to me”.)

12. Social Control Hypothesis Fear of pain, death, or social harm (increasing perception of problems and likelihood of real suffering) changes human behavior. (reduces risk and promotes health)

13. Social Control Formula Identify +Scare + Punish Risky practices and unhealthy beliefs Exaggerate risk, create fear, threaten punishment = Health Enhancement and Risk Reduction

14. Scare Control Effect Identify +Scare + Punish Risky practices and unhealthy beliefs Exaggerate risk, create fear, threaten punishment = Increased perception of problem as NORM (Decreased perception of solution as norm).

15. Scare Tactics • Jaws Factor • State Trooper Effect • Scared Straight Phenomenon • False Norm Consequences

16. Social Norms Hypothesis Changing Perception of Social Norms (decreasing perception of problems and increasing perception of solutions) Changes Human Behavior. (reduces risk and promotes health)

17. Social Norms Formula • Identify +Model +Promote Protective practices and healthy beliefs Pro-social attitudes and health-positivebehaviors = Health Enhancement and Risk Reduction

18. Social Marketing • Uses principles of commercial marketing for social good. • Product-Price-Place-Promotion • Is population sensitive. • Results in mass behavior change.

21. Intervention A Media Campaign Decreases Heavy Drinking on Campus NIU & National Heavy Drinking Rates Compared to NIU Perceived Rates Baseline Traditional *Heavy drinking defined as drinking more than 5 drinks when “partying.” Source: Northern Illinois University, 1999 **Heavy drinking defined as drinking 5 or more drinks at a sitting within the last 2 weeks. Source: Monitoring The Future Study, The University of Michigan Institute for Social Research; National Institute on Drug Abuse.

22. Intervention A Media Campaign Decreases Heavy Drinking on Campus NIU & National Heavy Drinking Rates Compared to NIU Perceived Rates Baseline Traditional *Heavy drinking defined as drinking more than 5 drinks when “partying.” Source: Northern Illinois University, 1999 **Heavy drinking defined as drinking 5 or more drinks at a sitting within the last 2 weeks. Source: Monitoring The Future Study, The University of Michigan Institute for Social Research; National Institute on Drug Abuse.

23. Intervention A Media Campaign Decreases Heavy Drinking on Campus NIU Heavy Drinking Rates Compared to Alcohol Harm Rates Traditional Baseline Source: Northern Illinois University, 1999 Note: Wording for alcohol related harm questions was different from 1992 through 1994.

30. Results of Social Norms: Reductions in Heavy Drinking at Universities • 44% Northern Illinois University • 40% Hobart and Wm Smith Colleges • 28% University of Arizona • 23% Rowan State University • 21% University of Missouri • 20% Western Washington University • 20% University of Virginia

31. Social Norms Approach Reduces Alcohol and Tobacco Use in High Schools • Norms of no use for young students. • Targeted Parents, teachers, and students. • Used in-school posters, direct mail, and event marketing to communicate true norms.

39. Social Norms Reduces Alcohol and Tobacco Use in High Schools • DCP/SAFE Community effort (1999-2001): • 30.4% reduction in alcohol use • 34.4% reduction in cigarette use • Evanston Township High School (2001-2003): • 11% reduction in alcohol use • 25% reduction in cigarette use

41. Social Norms approach succeeds with many issues in various settings • Minnesota Public Safety gets 13% reduction in Drink Drive over two years. • Montana statewide media campaign reduces initiation of teen smoking by 41% in one year. • Tax payment norms are highlighted in Australia and Minnesota resulting in more tax payment and fewer tax cheats. • Regional media effort results in 6% increase in seat belt use. • Condom use increases 100% after norms campaign and increased availability on Campus.

43. National Social Norms Resource Center Social Science Research Institute Northern Illinois University Dekalb, IL 60115 815-753-9745 mhaines@niu.edu rrice@niu.edu www.socialnorm.org