Social Norms Campaign

What is a “Social Norms Campaign” and why are ARCH and TESD talking about this?

The goal of the social norms campaign in Tredyffrin and Easttown townships is to reduce underage drinking.

When applied to teen substance abuse prevention, social norms marketing is based on the following principles:

• Most teens misperceive that far more of their peers use alcohol, tobacco and other drugs (ATOD) than is actually the fact.
  
• Most teens, in large part, base their decisions and actions on what they believe the majority of their peers are doing. Therefore, the misperception that most teens use ATOD is leading to higher rates of alcohol, tobacco and other drug use.
  
• When the FACT that most adolescents choose not to use is provided to youth, they are more likely to choose to not use ATOD in order to conform to the actual norm.

In Tredyffrin and Easttown Townships, we have several years of data, which has been gathered through the PA Youth Survey (1998, 2001, 2003, 2005). The consistent results of these surveys give us the “actual norms” that youth in grades 6, 8, 10 and 12 have reported.

By using the results of the Youth Survey in our community, a marketing campaign will be designed to inform youth about the actual norms of their peer group. As youth gain more accurate information about social norms, they will reduce harmful behavior (drinking alcohol) and increase healthy behavior (choosing not to drink).

Social Norms campaigns are being successfully used across the country in statewide campaigns, colleges, high schools and with other populations to communicate true, positive norms and reduce at-risk behaviors (such as driving under the influence, not wearing seat belts, and sexual risk behavior).

To learn more, visit www.socialnorm.org. The above information has been compiled from articles on this site.

Want to help with the Social Norms Campaign locally?

Email ARCH members at INFO@ARCHcares.org or attend an ARCH meeting and get involved!

last page update 8/5/2007