What’s Everybody Else Doing? A closer look at Social Norms

What’s Everybody Else Doing?

A closer look at Social Norms

In Washington State, the percentage of Teens (12-17) who Smoke is:

a. 16%b. 25%c. 13%d. 10%

What’s your perception?

d. 10%

Data from CDC’s Tobacco Control State Highlights 2010

What are some Social Norms in our community here at school?

Most people at our school…

Social Norms: the behaviors or attitudes of the majority of the people in any community or group Example: If most people in a community do not smoke, then smoking is

NOT the Social Norm

Discussion: If you think that most people in 8th grade do not drink

alcohol, are you More or Less likely to drink alcohol? Why?

If you believe or perceive that most people in 7th grade cheat on tests, are you More or Less likely to cheat? Why?

Our Perceptions Impact our Actions

People tend to behave the way they believe is most typical and acceptable by

their peers

Substance Use norms are misperceived for a lot of reasons

People who engage in Unhealthy behaviors think their

behavior is the norm. That “everyone does it.” People who engage in Healthy behaviors think they are

not the norm. (Even when they are.) Media makes it looks like something everyone is doing.

Misperceptions are harmful

How do we really know the Attitudes, Behaviors and Perceptions among Youth?

Healthy Youth Survey Grades 6, 8, 10, 12

HYS measures: Health risk behaviors that can lead to

disease, death, and social problems Alcohol, Tobacco, and other Drug use Suicide, Depression, and feeling safe Dietary behaviors and physical activity Risk and Protective factors

How do we get the word out?Step 1: Use our local survey data [HYS] to find the healthy norm you want to promote

Survey Question and results: During the past 30 days, on how many days did you: Smoke Cigarettes a. None 86.0%

Message: MOST Mount Si 10th graders (86%) have not smoked cigarettes in the last 30 days

*2008 HYS data - 303 students surveyed question 21

From Healthy Youth Survey 2008 for Twin Falls -

o 93% of 8th grade students at Twin Falls have NEVER smoked a cigarette

o 92% of 8th grade students at Twin Falls have NEVER smoked marijuana

o 93% of 8th grade students at Twin Falls report they

Feel SAFE at school

Remember a norm means the majority. Although 51% would be a norm, it is weak. Look for strong norms that send a strong message. The higher the percentage, the stronger the norm.

More examples of positive norms ~

Principles of Social Norms Messages

1- Be Positive Promote what is good and healthy about

Teens living in our community Be positive, hope-based, healthy, legal, and

not fear or shame-based If possible, avoid speaking from the negative with “Don’t” messages

Step 2: Develop your message using the following Principles…

This is not a positive message

Don’t waste your life, keep off drugs

This is a positive message

93% of 8th grade students at Twin Falls Middle School have NEVER smoked a cigarette. *2008 Healthy Youth Survey, n=184

2- Stay Normative Anything over 50% is normative, but...

using higher percentages will allow your message to communicate a strong Positive norm

Which of these are STRONG norms?1. 85% of TFMS students love school2. 32% of TFMS 6th graders watch Big Time Rush3. 57% of TFMS students are involved in activities outside

of school4. 89% of TFMS 8th graders have NOT drunk alcohol in the

last 30 days

Principles of Social Norms Messages

Principles of Social Norms Messages

3- Be Reflective - Showcase our community’s best behavior in a way that can change misperceptions

Most of us choose active and healthy lifestyles!

2008 HYS, Twin Falls Middle School, N=184

Principles of Social Norms Messages

4- Be Inclusive

Can your intended audience “see”

themselves in your message?

Be careful not to exclude anyone

Principles of Social Norms Messages

5- Stay Neutral Present your facts or statistics in a nonjudgmental tone In order to avoid resistance from your

audience, don’t be judgmental Give hope Be neutral

This message is judgmental, scary, and doesn’t reflect hope

This could be you in a few years

Principles of Social Norms Messages

6- Be Clear

Keep your message short and simple

Be as straightforward as possible Your audience should be able to hear

and recite one Big idea from your

message

Principles of Social Norms Messages

7- Stick to Truth and Accuracy

Print reliable sources, facts or data clearly on the

message materials

Approved websites for locating data

http://www.svsd410.org/parents/HealthySurvey.asp

http://www.abovetheinfluence.com http://www.mediacampaign.org http://www.tobaccofreekids.org http://www.theantidrug.com http://www.friendsofyouth.org http://www.yspp.org

Screen savers Posters Placemats in restaurants Stickers in local stores Bumper stickers What are other ideas for getting the word

out?

Think of ways to spread the message

This slide is to be created by teacher.

Your Positive Norms Project