ĐĎॹá>ţ˙ \^ţ˙˙˙[˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙˙ěĽÁ7 řż˝CbjbjUU "V7|7|˝?˙˙˙˙˙˙ldddddddxÚ Ú Ú Ú ć ,xS(2 (F F F F F F F Ň'Ô'Ô'Ô'Ô'Ô'Ô'$…) Ľ+$ř'dF F F F F ř'Ć ddF F (Ć Ć Ć F .dF dF Ň'Ć F Ň'Ć „Ć Jââ%¤ddŇ'F  `îm|D;Ăxb Ú t R†&Ň'#(0S(œ&6É,Ć É,Ň'Ć xxddddŮIs Your Campus Ready for a Social Norms Marketing Campaign? Reprinted with permission. Original article appeared in The Report on Social Norms, Summer 2002 issue 4, volume 1.  HYPERLINK "http://www.socialnormslink.com" www.socialnormslink.com As evidence mounts for the effectiveness of social norms marketing campaigns (SNM) many campuses are considering incorporating social norms in their overall strategy for change. The social norms approach is seen by many as a relatively straight-forward technique that requires modest resources, doesn’t conflict with current strategies, and that staff can easily adapt to. Broadcasting norms that most college students are moderate drinkers who infrequently engage in activities that interfere with school success and correcting misperceptions should be simple. There are however a number of potential barriers to successful implementation of SNM that prevention specialists need to be aware of. They fall into five categories. Stakeholder issues and campus climate. Will faculty, administrators, and staff accept a campaign that is not fear based and that is directed at an shift in the perception of the community toward alcohol use, rather than one directed only at the behavior of individuals with a problem? Creating support for social norms. Can the sponsoring agency create a dialog about the social norms around substance use that is credible to students? Policy concerns. Do current consequence based policies add to the misperception that most students are problem drinkers? Is the campus ready for policies that are guided by attitudinal norms and positive expectations? Data collection and analysis. Will your school support a campus wide survey, opinion polls, and other data collection? Is expertise available to assist with question development and data analysis so that the norms can be assessed? Fidelity to the approach – tools available, staff training, etc. Are staff adequately trained in the social norms approach and do they have the resources to develop appropriate materials, market test materials, identify appropriate placement and venue for placement, and do they have an adequate budget to conduct an ongoing campaign? In order to identify potential barriers to success and also discover potential partners for collaboration we recommend that a thorough review of these areas be conducted prior to initiating a social norms marketing campaign. The issues to be considered have been stated in the form of readiness questions and are followed by “rationales” for how the issue relates to SNM campaign implementation. These questions can help identify potential stumbling blocks and may help the practionner discover potential resources and partnerships not yet considered. Social norms marketing readiness questions are provided in each of these five areas below. Stakeholder and campus climate issues: Have there been substance abuse related deaths or other tragedies within the last five years and if so, how has the campus community responded? Rational: There are three separate issues that should be considered here: 1) The campus and community may find a social norms campaign insensitive and threatening if an alcohol related death or negative experience has received public attention and been the rallying cry for campus action. 2) The way campus administrators, faculty, public affairs and student affairs professionals respond to a tragedy can send a message about student norms. Sometimes administrators are counseled to handle off-campus alcohol related crashes and overdoses as if they had little to do with campus life. When students see those in authority avoiding public comment about alcohol related injury it appears that student tragedies are acceptable and the norm. 3) Sometimes student groups are moved to stage a fear-based campaign or organize anti-alcohol activities to try and prevent another tragedy and to honor the memory of a lost friend. These activities may also work against a social norms campaign. 2) Have senior administrators and other key stakeholders been prepared for a social norms campaign? If not, how will you inform them and win their confidence? Rational: Social norms is not an intuitive strategy. Most key stakeholders including faculty, senior administrators, and student affairs colleagues are more familiar with fear-based strategies that direct students to self-assess the dangers of drinking and other drug use as a deterrent. A social norms approach may seem irresponsible if they do not understand the rational and are not aware of successful programs and outcomes at other schools. Faculty in particular will want to see the empirical evidence that social norms has been effective on other campuses and that alcohol related misperceptions are the norm for their students. Support for social norms: What campus offices are likely to be supportive of the project? Rational: Can you identify administrators, faculty or other colleagues on campus who share a concern for this issue? For example, will residence hall or Greek life staff benefit if you are successful? Do others have overlapping substance abuse prevention goals? Do others have financial and staff resources to put toward the project? Can you identify colleagues on campus or members of the surrounding community who might want to collaborate? Rational: Are faculty interested in research collaboration? Does the President see the value to the campus in investing in a successful substance abuse prevention campaign? Are there other members of the community who would benefit; for example, police, or neighbors? You may be able to organize those with a common concern into a campus or campus and community task force and increase key stakeholder buy in for the project. If you already have a campus/community task force you will want to them to understand the approach and win their support. Data Collection and Analysis: Do you have expertise on your staff for data analysis or will you be hiring this service outside of your department? Will you be partnering with faculty for this service? Rational: A social norms campaign should feed back accurate campus specific data on the healthy norms for alcohol related behaviors and attitudes to students. Data gathering, data analysis, and data interpretation are a key component to the credibility of a social norms marketing campaign. Your campaign will need to have access to someone who understands data and reliability issues in order to adequately address student skepticism and questions. 2) What data gathering mechanisms are available to you on campus? Will you be gathering your own data and choosing or developing your own survey to determine the norms? Rational: The Core Campus Survey of Alcohol and Other Drug Norms, the National Health Assessment, and the Core Alcohol and Other Drug Survey provide information about student alcohol and drug use but you may want to add supplemental questions to these standardized instruments. You may also want to identify other campus vehicles for gathering information including data about student values and student life. You may also have particular research questions to address and if so may need to design your own instrument. Policy Concerns: What alcohol and other drug policies are in place on your campus and how are students made aware of these policies? Are there different rules for different groups? Rational: Are policies in sync with the norms? Do policies imply that students are heavy drinkers and drug users and that unruly behavior, academic failure, missed classes related to alcohol use are expected and will be accommodated? Sometimes policies (or more often the way policies are communicated to students) are implemented with ultimatums and threats, sending a message to the campus that there is a bigger problem with substance abuse than is accurate. Sometimes policies are visibly ignored sending students the message that minor infractions and even the most outlandish behavior of some individuals should be tolerated because it is a “rite of passage”. Are policies in effect that discourage assignment deadlines and testing taking on Thursdays, Fridays and Mondays? Do faculty falsely anticipate that most students will be to hung over to take the test or may need to reschedule an assignment due date because of their alcohol use? 2) Do resident assistants and campus police consistently enforce alcohol and other drug policy and laws? Rational: When those who are supposed to enforce the rules look the other way or selectively enforce policies and the law the message to students is “our school is not serious about it’s alcohol policies. Everyone is drinking or using drugs.” 3) Have there been well publicized “crack down measures” by campus administrators? Rational: A social norms campaign may feel less credible to students if administrators treat the entire student body as if they are potential abusers. Students who drink are in the majority and most are responsible drinkers and citizens. A majority of students recognize the need for rules and respect them if rules are consistently applied. 4) Do you have celebration events on or related to campus that involves heavy and high-risk drinking? Rational: Policies and practices governing celebration events that allow the use of alcohol, for example Homecoming, or Fraternity Bid Night should be updated so that messages about the moderate use of the majority are not compromised by media images of rowdy drunken students at a celebration event. Changes to policy – shortening drinking time, requiring a bartender, mandatory police attendance at all parties serving alcohol for example, can impact alcohol availability, alcohol promotion, and service and can avoid images that encourage the misperception that most students are high-risk drinkers. 5) Is alcohol sold in the athletic stadium? Is alcohol central to tailgating at football games or other sports events? Is alcohol in the stadium or associated with tailgating a problem for police and school authorities? Rational: Students acknowledge the hypocrisy of campus rules when rules related to alcohol use are different for them then for patrons at sporting events. The message to students is that both college officials and members of the community expect a free flow of alcohol at sports events and heavy drinking is the norm on the college campus. Fidelity to the Approach: 1) What are the significant demographics of your school? For example; how many students are enrolled; how many are in residence, how many commute; what percentage of students are members of social fraternities; how many participate in intercollegiate athletics or club sports; how many are undergraduates; how many are under-age. Rational: Some student groups are at higher risk for substance abuse than others. You may want to target certain subpopulations. You will need to decide who is your target group and how are they most likely to be exposed to your message. 2) Who will staff the project and are they trained in a social norms approach? Are they new or existing staff? Do you have enough staff to successfully conduct a social norms campaign? Will you be adding to existing staff duties or changing their duties? How will staff be likely to respond to such a change? Rational: 1) Fidelity to the approach is key to a successful outcome. Staff should be familiar with social norms theory and practice literature and will require training. Few substance abuse/student affairs professionals have experience in social marketing techniques and strategies. 2) Bringing on new staff for a new project can have it’s benefits – new energy, skills, enthusiasm - and drawbacks –resources may need to be redirected, new team members need to have time to get to know one another to successfully work together. 3) Staff theoretical models of prevention and styles can clash and should be addressed. 4) It is not possible for one person alone to conduct a social norms campaign, nor is it possible for the substance abuse counselor to also implement a social norms campaign. 5) Some activities may need to be discontinued in order to add a social norms campaign. 3) What on-campus or off-campus organizations will sponsor the project? Who will be advertised as the sponsoring organization for the media campaign? How will you choose this organization? Rational: The motivation of the sponsoring agency/department can have a critical influence on the believability of the norms information you are broadcasting. For example, on many campuses the student health center is a believable source of health information. Messages that come from student health may - on some campuses - be more believable than those sponsored by the alcohol office, or a student substance abuse prevention advocacy group, or service organization. You will have to determine which sponsors will be perceived as the most credible to students. Students can provide this information for you during your data-gathering phase of activity. 4) Where do students regularly get health information and information about campus life? How will you expose them to the norms information? Rational: To successfully implement a social norms campaign you will have to determine the best and most regular ways for your audience to access norms information. For some schools the most efficient venue may be the campus newspaper, for others advertisements in the campus bus and for still others posters or newsletters or direct mail materials. You will need to determine where and how often students get information and which sources are found to be most credible. 5) Do students have access to campus computer labs and other public access networks? Are computers networked? Do you have the capacity to conduct an online survey? Rational: Data collection and social norms feedback may be conducted via campus computer networks if students have access and if students utilize these networks. On many large campuses computer networks are decentralized and permission to use these networks is not easily granted. On smaller campuses network access may be more readily obtained and utilization more comprehensive. 6) Are you prepared to respond to student and key stakeholder skepticism? Rational: Social norms information is never immediately accepted as accurate. You will want to have a plan for how, when and through what medium you will respond if your credibility is questioned. You will want to anticipate this common occurrence (especially during the first year of a social norms campaign) and develop relationships with student, local press, and your own public relations office so that you can respond quickly if your data and your approach are called into question. We recommend that campus, community and staff readiness be assessed before adopting the social norms, especially because it is so visible. The success of a social norms campaign is contingent on several key factors that can be anticipated and planned for. It will be enhanced by: the accuracy and ability to interpret positive norms data; the ability to deliver messages to students that are credible; the ability to provide an adequate exposure to norms information over time; the impact of campus climate, policy issues and timing of the campaign; the support of key stakeholders and colleagues in providing the capacity for a campaign to reach its audience, and the integrity of staff to deliver a campaign that is professional, sensitive and demonstrates fidelity to the approach. Much has been learned about the characteristics and components of a successful social norms intervention. We hope that this article will help you assess your campus or community’s readiness for this approach so that your efforts can be built on a strong foundation. Written by Koreen Johannessen, MSW & Kim Dude, MS. Koreen Johannessen, MSW, was the Director of the University of Arizona’s successful social norms campaign. She can be reached at  HYPERLINK "mailto:koreen@dakotacom.net" koreen@dakotacom.net. 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