‘R U Different?’The Development of an Intervention Programme to Reduce the Effects of Social Norms on Young Peoples’ Engagement

with Risky Behaviours. (Ravey, M and Lovatt, G. 2015)

Aim

• To discuss the development of a working relationship between a Social Enterprise and the University of Salford

• Present the innovative and proactive approach we have developed to engaging with young people

• To provide an example of the approach in action, highlighting the 3 different levels of intervention and their impact on attitudes and perceptions

• To illuminate current developments and how we are moving forward

Background• Social Sense was developed by a marketing company called

Gencia in 2010 as its social enterprise arm.• Developed the R U Different? brand in 2011 for improving

healthy behaviours using Social Norms; techniques being increasingly embraced by public and private sector organisations

• Started working with the University of Salford in 2011• Originates from the work of Haines et al (2005)

– Reactive approaches were having little impact– Social norm approach proactive model significant impact.

• Increasing body of evidence of relationship between peer perception and behaviour

The Approach

Step 1- Identifying Objectives• Schools identify own; objectives, goals

and targets through SMART Approach:• Specific• Measurable• Achievable• Realistic• Time – focused

• Identify a Champion with the School

Step 2 – Baseline Survey• 25-30 minute computer based

anonymous survey• Conducted on campus• 15 – 30 students at a time• Short timescale provides best results.• Feedback delivered within 4 weeks

The Survey

The Survey Logging-in to the survey:Using the survey is simplicity itself.

A web address is automatically sent out which is unique to each school taking part

The web address takes you to a home page specific to the school, displaying the schools’ branding

Each school is also supplied with a unique log-in code which provides students with access to the survey

Students enter the log-in code to start the survey and answer each of the clearly formatted questions in turn

That’s it!

The Survey

• All questions are clearly formatted• The survey is simplicity itself to use and belies the power of the system behind the scenes

Key Findings

FACT• Smoking

– 90% did not smoke

• Alcohol– 86% did drink or drank less than once a month– 7% reported being drunk

in last week

• Drugs– 95% never used Cannabis– 97% Never tried any other illegal drug

• Sex– 13% had, had sex

BELIEF• Smoking

– Thought 50% of peers smoked

• Alcohol– 3 times higher than actual figure– 26% drunk in last week

• Drug– 48% used Cannabis

• Sex– Believed 26%

The Approach

• Development of Positive Statements

The Approach

Intervention Phase - “Promoting the Positive”

Tier 1Internal Market

Active Interventions• Classroom

activities • keypad quizzes• QR code posters

Tier 2Internal+ market

Active Plus Passive Interventions

signage around the school including:

• Toilet stickers • Digital screens• Pop up banners • Floor stickers

Tier 3Local Market

Active Interventions Plus Extended passive

Interventions: • Billboards • Bus shelter adshels

Outcome

• Survey repeated 6 months after intervention• Positive perception changes and reductions or delays in

engagement with risky behaviours are consistently achieved in schools who received Interventions and the impact of these changes display a direct correlation with the depth / level of Intervention

• Interventions have been developed to: • include greater participation of young people• incorporate other aspects of young peoples lives

Future

• Knowledge Transfer Partnership (KTP) – Data mining on existing database to establish behaviour modelling, trend and mapping strategies for LA’s, Health and Police services

• App development for Greater Manchester Police (GMP) to enable engagement with young people

• Salford Royal NHS Trust project to increase adherence of young people with Type 1 diabetes

• 1.5 million Home Office project to work develop a multi-agency approach focusing on service development for young people in relation to Child Sexual Exploitation

Contact

Michael Ravey

Senior Lecturer, School of Nursing,

Midwifery, Social Work & Social Studies,

The University of Salford,

t: +44 161 295 2712

e: m.ravey@salford.ac.uk