attack toolkit & social norms
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ATTACK Toolkit & Social Norms Webinar 6/23/11
www.ATTACKtobacco.net
Social Norms Presenter
Linda Hancock, Ph.D, CFNP, RN Virginia Commonwealth Universitylhancock@vcu.eduwww.thewell.vcu.edu
www.ATTACKtobacco.net
Social Norms Marketing:
A campus story
Linda Hancock FNP, PhDWellness Resource Center
quit@vcu.eduwww.thewell.vcu.edu
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POLL How much do you know about
“social norms marketing”?
1. Zippo, Zilch, Nothing2. A little, heard of it. Never ran a campaign.3. A moderate amount.4. I could write a book!
There are 3 types of marketing
• 1. Product or Consumer Marketing– Sells Products or Services
• 2. Social Marketing– Changes behavior to increase social
good
• 3. Social Norms Marketing– Changes behavior by telling the truth
about what’s normal.
Marketing
Product
Marketing
GOAL: Sell Products
or services
A science ‐based on research
findings
Consumer Focused
Social
Marketing
GOAL: Behavior
change
Social Norms
Marketing (SNM)
Goal: Promote healthy
social norms
Why does marketing work?Because Marketers know who their target
audience is and they LISTEN to them.
Be consumer focused!
=
=
Creates an association between:Creates an association between:
your product andsomething people want
a competitor's productandsomething people don’t want
Who is the target
audience?
Why use Social Norms Marketing?
• Need to reach a large number of people.• Limited $$$ and time.• BECAUSE IT WORKS!• You need to understand the approach…
but it’s worth the effort.
Social Justice: Young people should make decisions based on TRUTH not misperception
POLL Perception Question
How many cups of coffee do you think most people drink per day?
1. None2. One 3. Two4. Three5. Four6. Five or more
POLL Real Behavior Question
How many cups of coffee do you drink per day?
1. None2. One 3. Two4. Three5. Four6. Five or more
Research by Wes Perkins & Alan Berkowitz: Misperceptions about norms.
PERCEPTION
GAP
REALITY
People tend to under-estimate health
& over-estimate un-health.
The 3 D’s of tobacco prevention
• DEGLAMORIZE
• DELEGITIMIZE
• DENORMALIZE
Deglamorizing
Delegitimizing
In health promotion, we inadvertently normalize the unhealthy majority!
We mean well…..
It’s so easy to get negative with tobacco because
tobacco is so harmful.
It’s easy to alienate people who need help…
if we are
too intense.
P.I.E. (Positive, Inclusive, Empowering)
Let’s make him a non‐smoker,
he’ll last longer that way.
Social Norms Campaigns are different!
• For “how to” guides check out
–www.socialnorms.org
• FIRST you need• BASELINE PERCEPTION AND
BEHAVIOR DATA
• SECOND look in your data for…• A “Gap” between perception and reality• A “Norm” has to be over 51 percent
My Start:
• Tobacco &The dreaded
dissertation
My title for it:• “They’re just stupid posters,but they seem to work!
www.smokefreeVCU.org
Benefits to Social Norms marketing
FIRST
Normalize NON-smoking
Promotes demand for Cessation
Services
Supports smoke-free policy
change
Low hanging fruit
Be positive
& welcoming
VCU’s secondhand smoke pet campaign
A brief word on “Clickers” Audience Response Technology
“BLING” Brief Live Interactive Normative
Groups
What is this?
Not…
POLL
Which has more cancer causing chemicals?
1. Cigarette smoke (filtered through cellulose)
2. Hookah smoke (filtered through water)
3. Both are tobacco smoke… so about the same
Water Pipes
also called “Hookah”
Maassel
or mu’essel
(assal
means honey in Arabic)
Moist paste like mixture with 30%
crude cut tobacco
Fermented with approximately 70%
honey, molasses and pulp of different
fruits.
Hookah Materials
Toxin Content of smoke (single hookah session compared to a single cigarette)
Chemical HOOKAH CIGARETTE COMPARISON
“Tar” 802mg 22.3 mg 36 times the tar
Nicotine 2.96 mg 1.74 mg 1.7 times the nicotine
Carbon Monoxide
145 mg 17.3 mg 8.4 times the carbon monoxide
www.lgbtsmokefree.org
A high-risk population for smoking!
LGBTs smoke at rates 40% to almost 200%
higher than the general population
But the NORM is still most don’t smoke!
How are you feeling? A little confused?
Summary & Resources
• www.socialnorms.org
• www.thewell.vcu.edu
• www.smokefreeVCU.org
www.ATTACKtobacco.net
ATTACK Toolkit Projectwww.ATTACKtobacco.net
Alex Tyannikov – Project Manageratyannikov@sacbreathe.org916-444-5900 x206
Kimberly Bankston-Lee – Senior Project Directorklee@sacbreathe.org916-444-5900 x211
Breathe California of Sacramento-Emigrant TrailsSacramento, CAwww.SacBreathe.org
www.ATTACKtobacco.net
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