Positive Community Norms Model

Laura Smith, Snoqualmie Valley Community NetworkAngela Thompson, Si View Community Center

Data from CDC’s Tobacco Control State Highlights 2010

Quick look at our perceptions

In Washington state, the percentage of adults who smoke is:a. 16%b. 25%c. 34%d. 41%

Data from CDC’s Tobacco Control State Highlights 2010

Quick look at our perceptions

In Washington state, the percentage of teens (12-17) who smoke is:a. 16%b. 25%c. 13%d. 10%

The Positive Community Norm model is a multi-faceted approach to community transformation.

PCN is founded upon the framework known as The Science of the Positive (a framework that allows us to study, measure, and grow the positive)

SOTP recognizes three core elements: Spirit, Science, Action

Spirit

Science Action

Science of the Positive

◦Refocus our vision on the positive, healthy normative behaviors.

◦Provide energy to that which we want to grow.

◦Data from interventions that portray health as the norm and expected behavior result in increased health protections and lowered risk (Perkins, Haines & Rice, 2005).

7 core principles of SOTP

Be positiveBe presentBe perceptiveBe purposefulBe perfectedBe proactiveBe passionate

Positive Community Norms Model Overview

Science of Positive

leadership (Spirit)

Prevention Portfolio

management (Action)

Positive Norms Campaigns (Science)

PCN Steps: OverviewPlanning and Environmental AdvocacyBaseline DataMessage DevelopmentCommunication PlanPilot TestingImplement CampaignEvaluation

Step 1: Planning and Environmental Advocacy

Consider:Who are your stakeholders?What resources does your organization have?How will we commit staff time?How will we fund campaign?

Examples:Staff with various expertiseFacilities and equipmentFunding sources identifiedPlanning for survey development (if needed) and

analysis expertise

Step 2: Baseline Data

Consider:What data are available about your issue and your community?

Examples: Local school surveys State youth surveys Behavioral Risk Factor Surveillance System (BRFSS) National Survey on Drug Use and Health (NSDUH) State level tobacco surveys Police statistical reports

Perception vs. Norm (Reality)Goal: shrink the perception

10th graders per-ceive this many other 10th graders to be drinking regu-larly

Percentage of 10th graders who report having a drink in last 30 days

THE GAP

Step 3: Message Development

Consider:Who can help with message development and media creation?

Examples:Local advertising or publicist peopleLocal graphic artistsLocal radio personalitiesPeople who are good with wordsPeople who are well connected with your focus

audienceRepresentatives from your focus audience

Guiding principles of a PCN message

1. Positive2. Normative3. Reflective4. Inclusive5. Neutral6. Clear7. Data-based and source specific

This one does NOT work!

This one works!

Step 4: Communication Plan

Consider: Who can help with implementing your campaign? What other channels can you use to reach your focus audience?

Examples: School personnel to help putting up posters Local advertising people to help with placement Newspaper editors Radio talk show hosts Billboard companies Electronic marquis at local businesses School newsletters athletic events handouts Banners in key locations

Step 5: Pilot Testing

Consider:Who is best at pilot testing?Who can help gain access to your focus audience

for pilot testing?

Examples:Teachers at schoolPrincipals allowing access during lunch or between

classesBusinesses where you can conduct intercept

surveys

Step 6: Implement Campaign

Consider: Who can help with implementing your campaign? Who can help listen for reactions?

Examples: School personnel to help putting up posters Local advertising people to help with placement Newspaper editors Radio talk show hosts Billboard companies School health teachers School counselors People in local business, school staff meetings Parent meetings School newsletters athletic events handouts

Step 7: Evaluation

Consider:Who are your evaluators?Who can help document media related

activities and responses?

Examples:Professional evaluatorsCoalition members who act as “historians”

A few other essential learnings…

Perceptions change faster than behavior

We need access to some/more perception data from focus audience

PCN campaigns require funding!

Youth can serve as focus group, but should not be charged with full message development. (Too hard for us to say no to their ideas, even when they don’t fit criteria for campaign)

Great things are not done by impulse, but by a series of small things brought together.

--Vincent Van Gogh

Thank you.