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