What exactly is Social Norms Marketing?

Essentially, the social norms approach uses a variety of methods to correct negative misperceptions, and to identify, model and promote the health, protective behaviors that are, in fact, the demonstrable norm among students. When properly conducted, it is an evidence-based, data-driven process, and a very cost-effective method of achieving large-scale positive results.

Theory
Social Norms Media
Emerging Challenges

Does Social Norms Marketing actually work?

Yes! Numerous colleges have seen positive results from their Social Norms Marketing campaigns, including right here at UVa. Please see Our Successes to learn more. For more information, please click on http://socialnorms.org

Why doesn't the Social Norms Marketing approach use scare tactics?

Scare tactics tend to use extreme examples of situations while continually highlighting aberrant and negative behaviors. Social norms is a health promotion strategy that -- by promoting the fact that the clear majority are moderate, safe, and caring -- draws continual strength from the students own lives. Further appealing is the fact that it does not seek to crack down or otherwise impose itself on students.

How do you go about administering the surveys at UVa?

The Health Promotion survey is administered annually to a random stratified sample of UVa undergraduate students via a web-based application. The survey is anonymous and voluntary. Each participate in the sample receives a letter and token of appreciation in the mail, inviting them to log on to the URL and take a web-based survey. Reminder e-mails and postcards are sent to all participants over a four week period.

What is a good response rate on surveys?

Response rates vary depending on what type of research is conducted. We feel that a 50% response rate is a good measure to use in our research with the Health Promotion survey. We also weight the data so that it corresponds appropriately with the demographics of the UVa undergraduate population as provided by the Office of Institutional Assessment and Studies.

Don't you think that most people lie on the surveys you get your statistics from?

We have great respect and trust in our UVa students and believe that they are answering the survey to the best of their knowledge. There is also extensive research which has been conducted on just this question. Please the following references for more information on the subject. (1) Midanik L. Validity of self-report alcohol use: A literature review and assessment. British Journal of Addition. 1988; 83:1019-1030. (2) Kupitz, K., Klagsbrun, M., Wisorr, D., LaRosa, J. & David, D.I. The acceptance and validity of the substance use and abuse survey (SUAS). Journal of Drug Education. 163-188, 1979.

What about the researchers that say Social Norms Marketing doesn't work?

Just like any form of research, Social Norms Marketing has been met with some criticisms. To hear responses from the experts, please refer to the articles at http://www.socialnorm.org/.

Why aren't there Stall Seat Journals in every bathroom?

The Stall Seat Journal is a social norms marketing campaign which focuses on UVa first years. The information on the posters is specific to first years and the posters therefore go up only in the bathrooms of the first year dorms. There is another campaign, the Hoo Knew? Grounds-wide campaign that is located in the UVa buses, on the Corner and around Grounds.

How can I get involved?

There are many opportunities available to you! Schedule a program for your organization or apply to be a Social Norms Marketing intern or campaign assistant. For more opportunities, please click here.

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