SPASH Social Norms

Dana BreedSPASH Social Norms Coordinator

Jill ReedSPASH AP Stats Teacher/SADD Advisor

Thursday, December 2, 2010

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Presentation Outline

• Understanding the demographics of the audience

• Overview of Social Norms Theory• Description of the SPASH Social Norms Project

• History and general practices• Marketing Strategies• Student involvement• Select summary of 7 Years of Data

• Questions

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Turning Point Activity We’ll use “clickers” to get YOU

involved! No need to point your “clicker”

anywhere. A green light means your answer was entered.

Don’t hold the button down…press and release or it may not work.

Only press the buttons with numbers on them.

What is your current primary title?

Tea

cher

Couns

elor

Soci

al W

orker

Hea

lth P

rofe

ssio

nal

Build

ing

Admin

istra

tor

Sch

ool P

sych

ologis

t

Oth

er

0% 0% 0% 0%0%0%0%

1. Teacher2. Counselor3. Social Worker4. Health Professional5. Building

Administrator6. School Psychologist7. Other

What level do you primarily work with?

0%0%0%0%0%

High School Junior High or Mi...

Elementary K-12

Post-secondary

1. High School2. Junior High or

Middle School3. Elementary4. K-125. Post-secondary

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How much do you know about Social Norms Theory?

0% 0%0%

1. I am very familiar with it.

2. I know the basics.

3. I am not familiar with it at all.

What is the status of incorporating a social norms project within your organization?

0% 0%0%0%

1. We currently do incorporate social norms.

2. We will “soon”.3. We are

considering that option.

4. No plans to do so at this time.

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What is a “social norm”?

A p

hrase

that

SPASH...

Wha

t soci

ety

view

s a.

..

Wha

t soci

ety

knows

is...

0% 0%0%

51. A phrase that

SPASH faculty came up with.

2. What society views as normal and acceptable.

3. What society knows is true.

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What are Social Norms? Traditions Customs Mores Beliefs Behaviors Practices Standards

10director of the “Most of Us” program at Montana State University

SOCIAL NORMS THEORY:(Perkins, H. W. & Berkowitz, A. D. (1986) perceiving the community norms of alcohol use among students; some implications for campus alcohol education programming.

International Journal of the Addictions. 21, 961-976.)

States that individual behaviors are influenced by misperceptions of how peers think and act.

For youth in particular, peer influences and perceptions have been found to be more influential in shaping individual choices for behavior than other factors.

The theory states that over-estimating of problem behaviors discourages healthy behaviors.

Correcting these misperceptions by promoting actual norms can result in decreased negative behaviors and increased prevalence of healthy protective behaviors.

SOCIAL NORMS MARKETING:(Andreasen, A. R. (1994). Social marketing: Its definition and domain.

Journal of Public Policy and Marketing. 13(1), 108-115.)

Has been widely used throughout the past several decades in many disciplines as a behavior changing strategy.

Social norms marketing is the adaptation of commercial marketing technologies to programs designed to influence the voluntary behavior of target audiences.

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The SPASH Social Norms Project

Students overestimate the percentage of their peers who use alcohol & other drugs.

When students overestimate, they justify peer use AND are more likely to use themselves.

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The SPASH Social Norms Project (SNP)

Utilizes marketing strategies to correct misperceptions of alcohol, tobacco & other drug use by SPASH students.

Exists as one option, one researched theoretical approach, to reduce ATOD use among teenagers.

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As a visual…

Increase Use of

Normative Statements

Increase Discussions

with Students

Correct Mispercep-tions

Decrease ATOD

Use

History of the SPASH Social Norms Project Began in 2004: Student, Staff, & Parent

Surveys Topics of surveys include: alcohol, tobacco,

marijuana & prescription drug use, bullying, truancy, etc.

Yearly attendance at national social norms conference

Social Norms Action (SNP) Committee Data analyzed & select messages marketed Utilization of a Social Norms Coordinator and a

graphic designer

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The funding for the Social Norms campaign comes from…

0%0%0%0%

School referendums A WI ATOD competi...

A winning lottery... SPASH vending mac...

101. School

referendums 2. A WI ATOD

competitive grant3. A winning lottery

ticket4. SPASH vending

machine proceeds

Student Contact

Focus groups via various classrooms throughout the school year

“Ice cream bar giveaways” Mall Intercept Surveys including

surveymonkey.com via laptops Student Groups (Health Assistants,

SADD, etc.)

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Marketing Samples ALL poster, banner, folder, bus, cinema,

newspaper & billboard designs & radio ad clips are taken to several SPASH classrooms for feedback and revisions before they become the final product.

Additionally, we also market through parent mailings and marquee signs, & various giveaways (t-shirts, water bottles, flash drives, etc.)

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Samples of Billboards

Samples of 30 second radio ads

For students regarding dating a non-smoker

For students regarding what their parents think

For parents regarding their children at parties

Samples of Parent Mailings

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Which poster do you think was the final draft? Why?

What fraction of SPASH high school students do NOT smoke cigarettes?

1/1

0 ¼ ½ ¾ 9

/10

0% 0% 0%0%0%

1. 1/10

2. ¼

3. ½4. ¾5. 9/10

What percentage of SPASH students do NOT misuse prescription drugs?

20%

38%

53%

76%

84%

95%

0% 0% 0%0%0%0%

1. 20%2. 38%3. 53%4. 76%5. 84%6. 95%

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What about the other %?

Social Norms Project Coordinator

Work 16 – 30 hours/week Research ATOD topics

Coordinate implementation & analysis of surveys

Conduct student focus group presentations as well as staff presentations

Facilitate SNP action committee meetings

Implement a comprehensive marketing program including regular communication with graphic designer

Connect with community groups

Communicate regularly with key school personnel including ATOD Coordinator & building principal

Which source is considered to be the most believable amongst students for information on ATOD?

Frie

nds

Par

ents

Tea

cher

s

Inte

rnet

Polic

e

Hea

lth P

rofe

ssio

nals

0% 0% 0%0%0%0%

1. Friends2. Parents3. Teachers4. Internet5. Police6. Health

Professionals

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What is the most popular criticism of the SPASH SNP?

… prize giveaway

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“Everyone lied on the survey”

“n = 1129” refers to the number of valid surveys used

Statistically significant “sample size” of 1700 enrollment

10-13% of surveys are not used (… tester questions, doodling…)

Comparison to other surveys, other schools

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Note how similar the data is from year to year, representing over 7000 student responses… helping to support the validity of the data…

Longitudinal Study of Student Data

STUDENTS: Have you seen media based on data collected at your school stating that most students at your school do not smoke cigarettes?

2004 2005 2006 2007 2008 2009 2010

34% 79% 79% 74% 83% 89% 90%

STUDENTS: When hanging out or socializing with friends, what do you typically drink?

  2004 2005 2006 2007 2008 2009 2010

ALCOHOL - ACTUAL 29% 29% 16% 11% 14% 11% 14%

ALCOHOL - PERCEPTION 46% 41% 22% 15% 21% 16% 13%

STUDENTS: I would prefer to date a …

  2004 2005 2006 2007 2008 2009 2010

Non-smoker 78% 77% 81% 85% 80% 81% 81%

Non-drinker 60% 61% 58% 64% 58% 62% 64%

STUDENTS: During the past 30 days, on how many days have you…

  2004 2005 2006 2007 2008 2009 2010

Smoked CIGARETTES? 28% 29% 28% 23% 27% 26% 26%

Drank ALCOHOL? 49% 47% 46% 39% 43% 43% 42%

Used MARIJUANA? 26% 23% 23% 19% 22% 24% 28%

Mis-used PRESCRIPTION DRUGS?         13% 13% 16%

STUDENTS: Percent of students who believe 30 day use is normative (50% or more).

  2004 2005 2006 2007 2008 2009 2010

Smoked CIGARETTES? 49% 47% 38% 31% 35% 33% 30%

Had at least one drink of ALCOHOL? 63% 61% 59% 52% 59% 52% 49%

Used MARIJUANA? 29% 26% 23% 17% 20% 24% 26%

Used PRESCRIPTION DRUGS?           11% 11%

Longitudinal Study of Parent & Staff Data

Parents: Percent who believe 30 day use is normative.

  2004 2005 2006 2007 2008 2009

Smoked CIGARETTES? 35% 24% 23% 16% 28% 15%

Drank ALCOHOL? 42% 28% 32% 28% 34% 27%

Used MARIJUANA? 14% 8% 7% 1% 13% 8%

Mis-used PRESCRIPTION DRUGS?         7% 6%

Staff: Percent who believe 30 day use is normative.

  2004 2005 2006 2007 2008 2009

Smoked CIGARETTES? 15% 12% 8% 10% 7% 4%

Drank ALCOHOL? 29% 30% 24% 29% 23% 21%

Used MARIJUANA? 2% 6% 2% 3% 1% 4%

Mis-used PRESCRIPTION DRUGS?         2% 2%

Parents: Do you allow your high school child(ren) to attend parties where underage drinking occurs?

2004 2005 2006 2007 2008 2009 2010

5% 3% 3% 2% 3% 1% 2%

Parents: Do you allow your high school child(ren) to drink under adult supervision?

2004 2005 2006 2007 2008 2009 2010

15% 12% 13% 10% 14% 10% 6%

2010 Results Percentage of SPASH Parents/Staff

using True Normative Statements:

Parents Staff

"Most SPASH high school students do not regularly drink alcohol." 37% 67%

"Most SPASH students typically do not drink alcohol when socializing." 38% 59%

"Most SPASH students do not smoke cigarettes." 37% 64%

"Most SPASH students do not smoke marijuana." 39% 52%

"Most SPASH students do not mis-use prescription drugs." 31% 52%

“Starter Kit” suggestions: RESEARCH! Develop your “mission statement” Determine available funding Form the action team and select the

coordinator Involve youth leadership! Determine means of collecting and

analyzing data Form marketing strategy

Any questions or comments?

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Thank you for your attention!!

Please do contact us with any further questions or feedback…

Dana Breed715-343-6627

dbreed@wisp.k12.wi.us

Jill Reedjreed@wisp.k12.wi.us

www.wisp.k12.wi.us/spash/socialnorms