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 8 th grade do not drink alcohol, are you More or Less likely to drink alcohol? Why?  If you believe or perceive that most people in 7 th 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 10 th graders (86%) have not smoked cigarettes in the last 30 days *2008 HYS data students surveyed question 21

From Healthy Youth Survey 2008 for Twin Falls - o 93 % of 8 th grade students at Twin Falls have NEVER smoked a cigarette o 92 % of 8 th grade students at Twin Falls have NEVER smoked marijuana o 93 % of 8 th 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 8 th 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 school 2.32% of TFMS 6 th graders watch Big Time Rush 3.57% of TFMS students are involved in activities outside of school 4.89% of TFMS 8 th graders have NOT drunk alcohol in the last 30 days 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       

 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