APRIL 20, 2010
adult-facilitated social norms campaign
Partnership is the ability to work together toward a common vision; the ability to direct individual accomplishment toward organized objectives. It is the fuel that allows common people to attain uncommon results. Simply put, it is less “me” and more “we”.
School climate- the “feel” of a school,
expressed and evident, in the feelings and
attitudes of students, staff and parents about
spending my day here; both the reality and the
perception of the school as a place to work and
School Culture- reflects the shared ideas,
assumptions, traditions, values and beliefs that
give the school it’s identity and standard for
expected behavior; the written rules and
unwritten norms which group members
adhere to in order to remain
in good standing.
School Connectedness-The belief by students
that adults in the school care about their
learning as well as about them as individuals.
(Research indicates that connectedness is one
of the few factors that consistently and
positively influences social, health and
educational outcomes for adolescents.)
HEALTHY CLIMATE & CULTURE
THE ROAD=THE RESEARCH
“The heated question of whether or not social norms marketing works has been definitely answered with recent comprehensive evaluations. Moreover, we have moved beyond debating whether or not social norms works and have entered a new era in which we identify the conditions under which social norms approaches are most likely to have significant impact on the behaviors targeted.”
Clayton Neighbors, Ph.D. in his address to the 2008 National Social Norms Conference in San Francisco entitled “The End of an Error-New Frontiers for Social Norms”
“No resource is more powerful and accessible than the persuasion of the people who make up our social networks.”
“Smart influencers appreciate the amazing power humans hold over one another, and instead of denying it, lamenting it, or attacking it, influencers embrace and enlist it.” Influencer…The Power to Change AnythingMcGraw Hill Publishing
What does the above concept look like???
***YouTube: Power of Conformity***
Icek AjzenTheory of Planned Behavior/Reasoned Action
Have YOU ever behaved
in a way that YOU hoped would cause a significant person to think highly of you?
“As I researched, I became particularly interested in how perceptions are formed, how they govern the way we see, and how the way we see governs how we behave.
It taught me that we must look at the lens through which we see the world, as well as at the world we see, and that the lens itself shapes how we interpret the world.”
“Culture is the accumulation of behaviors and beliefs that characterize a group of people. It is comprised of attitudes, symbols, language, rewards, expectations, customs, and values that define the experience and context of those people.” George Barna
Behavior is influenced by correct or incorrect perceptions about how other members of our social group think and act.
The theory predicts that misperceptions may cause problem behavior to increase and healthy behavior to decrease.
Essentially, the social norms approach:
When properly conducted, it is:
Social Norms Resource Center
Changing Misperceptions: Wellington Junior HighHow often do you think students at your school have spread rumors?
After the campaign was implemented, the % of students who believed other students were spreading rumors every day dropped by almost half
“In my twenty years in public education, it is our social norms campaign that has had the single greatest impact on our school climate.” -Principal, Wellington Junior High School
Elementary School: Increase School Connectedness and Attendance
Pat Riley, Miami Heat
“You imbecile…We flew 12,000 miles for this?”
SAMPLE QUESTIONS: 30 DAY ALCOHOL USE
During the past 30 days, on how many occasions have YOU had any drinks with alcohol?
During the past 30 days, on how many occasions have YOUR FRIENDS had any drinks with alcohol?
During the past 30 days, on how many occasion have THE OTHER STUDENTS AT YOUR SCHOOL had any drinks with alcohol?
OTHER KINDS OF QUESTIONS ASKED 3 WAYS:
RESEARCH & MARKETING EXPERTS SPEAK OUT:
Raymundo Romero, Co-Founder, Creative Director
Messaging & Implementation
Packard, Skateboard Magazine, AARP,
and multiple school and university
campaigns as well as teen lifestyle
clothing lines and peripherals
Issue: Stress & Stress Management
Issue: Reduce Use of Cheese Heroin
Issue: Underage Drinking & School Connectedness
Issue: Underage Drinking and Substance Abuse
A street team is an organization called upon to advertise and promote an event or product. Wikipedia
Sustainability-Activities and Events
Sustainability-Activities and Events
Post-test for Success
Strengthening Connections: The Whole Child, Family, School and Community
Is it worth it?
Can we do it?
Q & A
-Antoine de Saint-Exupery