Designing Effective Media Campaigns Using Social Norms Theory

1. Presenter introduces him/herself & asks by a show of hands how many participants have developed a media campaign. Invite them or any other participants to share their experiences (both good & not so good) throughout the workshop regarding media campaigns. Ask the group, “What is the relationship between media campaigns & project sustainability?” Note on newsprint & post. Will revisit at the end of the session.Presenter introduces him/herself & asks by a show of hands how many participants have developed a media campaign. Invite them or any other participants to share their experiences (both good & not so good) throughout the workshop regarding media campaigns. Ask the group, “What is the relationship between media campaigns & project sustainability?” Note on newsprint & post. Will revisit at the end of the session.

2. Begin by setting context. In this workshop, we’ll move from the broad to the more specific & provide information about designing effective media campaigns throughout. We’ll begin with a discussion about social marketing, provide a process for developing media campaigns & move into a more specific discussion about social norms marketing and provide some examples. Presenter reads the slide. Social marketing is a strategy commonly used in the prevention field to promote healthy behavior. Marketing is the operative word. Social marketing is somewhat more complicated than asking someone to choose Brand X over Brand Y. We’re asking people to change their attitudes & behavior. Therefore, we really have to do our homework to understand our audience & find out what will appeal to them. William McGuire (researcher who has done work for NIDA) lists the following steps individuals must go through to assimilate a desired behavior: Exposure to the message Attention to the message Interest in or personal relevance of the message Understanding of the message Personalizing the behavior to fit one’s life Accepting the change Remembering the message & continuing to agree with it Being able to recall it Making decisions based on bringing the message to mind Behaving as decided Receiving positive reinforcement for the behavior Accepting the behavior into one’s life So, there’s a lot going on in relation to the messages we receive. As designers, we must make messages meaningful to the intended audience in order to get the desired results. Begin by setting context. In this workshop, we’ll move from the broad to the more specific & provide information about designing effective media campaigns throughout. We’ll begin with a discussion about social marketing, provide a process for developing media campaigns & move into a more specific discussion about social norms marketing and provide some examples. Presenter reads the slide. Social marketing is a strategy commonly used in the prevention field to promote healthy behavior. Marketing is the operative word. Social marketing is somewhat more complicated than asking someone to choose Brand X over Brand Y. We’re asking people to change their attitudes & behavior. Therefore, we really have to do our homework to understand our audience & find out what will appeal to them. William McGuire (researcher who has done work for NIDA) lists the following steps individuals must go through to assimilate a desired behavior: Exposure to the message Attention to the message Interest in or personal relevance of the message Understanding of the message Personalizing the behavior to fit one’s life Accepting the change Remembering the message & continuing to agree with it Being able to recall it Making decisions based on bringing the message to mind Behaving as decided Receiving positive reinforcement for the behavior Accepting the behavior into one’s life So, there’s a lot going on in relation to the messages we receive. As designers, we must make messages meaningful to the intended audience in order to get the desired results.

3. Presenter reads the slide. This seems like a “no-brainer”, but many times we make assumptions about the intended audience & design campaigns based on those assumptions. In the prevention field, often times we’re guilty of skipping critical steps in designing media campaigns. This may be due to budget restraints, time restraints or lack of knowledge about developing media campaigns. We should ask ourselves: Do we understand the issue/behavior we’re addressing? Do we understand the intended audience? Do we know what we want to accomplish with this campaign? These are 3 fundamental questions that will help us effectively plan our media campaign. Presenter reads the slide. This seems like a “no-brainer”, but many times we make assumptions about the intended audience & design campaigns based on those assumptions. In the prevention field, often times we’re guilty of skipping critical steps in designing media campaigns. This may be due to budget restraints, time restraints or lack of knowledge about developing media campaigns. We should ask ourselves: Do we understand the issue/behavior we’re addressing? Do we understand the intended audience? Do we know what we want to accomplish with this campaign? These are 3 fundamental questions that will help us effectively plan our media campaign.

4. We must understand each of the four “P’s” as they relate to our specific campaign. Read the slide. When designing effective media campaigns, you must assess & tailor these components based upon the intended audience. We must understand each of the four “P’s” as they relate to our specific campaign. Read the slide. When designing effective media campaigns, you must assess & tailor these components based upon the intended audience.

5. Pose the question to the group: What are the four “P’s” related to this poster? Product = What is the product? Allow the group to answer. Not smoking Price = How does price relate to this poster? Allow the group to answer. Could be a number of things, e.g., peer pressure, dealing w/addiction, price of nicotine patches Post the question to the group: Why is it important to consider price? Allow the group to answer. Place = What could be some distribution points for this poster? Give the group a few minutes to answer. Could be a number of methods for dissemination, e.g., schools, local hangouts for young people, doctor’s offices, etc. Promotion = What’s the message? Allow the group to answer. Smoking is stupid. Pose questions to the group: Who do you suppose is the target audience for this? Does it seem effective?Pose the question to the group: What are the four “P’s” related to this poster? Product = What is the product? Allow the group to answer. Not smoking Price = How does price relate to this poster? Allow the group to answer. Could be a number of things, e.g., peer pressure, dealing w/addiction, price of nicotine patches Post the question to the group: Why is it important to consider price? Allow the group to answer. Place = What could be some distribution points for this poster? Give the group a few minutes to answer. Could be a number of methods for dissemination, e.g., schools, local hangouts for young people, doctor’s offices, etc. Promotion = What’s the message? Allow the group to answer. Smoking is stupid. Pose questions to the group: Who do you suppose is the target audience for this? Does it seem effective?

6. This poster is available through the Texas Commission on Alcohol & Drugs (TCADA). It is a component of the Partnership for Drug-Free Texas media campaign. In this communication, the promotion/message is also pretty clear. Note that there are lots of good existing media materials available in the public domain, but they must be relevant to your communication objectives & intended audience.This poster is available through the Texas Commission on Alcohol & Drugs (TCADA). It is a component of the Partnership for Drug-Free Texas media campaign. In this communication, the promotion/message is also pretty clear. Note that there are lots of good existing media materials available in the public domain, but they must be relevant to your communication objectives & intended audience.

7. Operationalizing the four P’s then involves answering the questions on this Blueprint for Social Marketing Campaigns. The first is - developing your communication objective(s). Clearly define what you are trying to accomplish with the media campaign. Do you want to raise awareness? Change attitudes? Increase knowledge about the issue? Change behavior? It is important when developing communication objectives to be realistic about the impact media campaigns can have. Remember, media campaigns are only one element of a comprehensive prevention approach. Intended audience – know who you are trying to reach primarily & secondarily…..parents? High school students? Policy makers? The primary audience is the group of people that the program is designed to influence. The secondary audience is the group of people who influence the primary audience. Operationalizing the four P’s then involves answering the questions on this Blueprint for Social Marketing Campaigns. The first is - developing your communication objective(s). Clearly define what you are trying to accomplish with the media campaign. Do you want to raise awareness? Change attitudes? Increase knowledge about the issue? Change behavior? It is important when developing communication objectives to be realistic about the impact media campaigns can have. Remember, media campaigns are only one element of a comprehensive prevention approach. Intended audience – know who you are trying to reach primarily & secondarily…..parents? High school students? Policy makers? The primary audience is the group of people that the program is designed to influence. The secondary audience is the group of people who influence the primary audience.

8. Current Attitudes – Involves finding out what your intended audience currently believes to be true regarding the issue. Conducting focus groups with members of your intended audience could be an ideal way to understand current attitudes regarding your issue. Focus groups are excellent methods for gathering information from your intended audience. Focus groups can: provide insight into audience perceptions & concerns Identify words or images with special connotations or sensitivities Point out confusing phrases or images Provide clues to what appeals to the audience Identify other sources of information. Desired Attitudes – What do you want the intended audience to believe that is different from what they currently believe? Desired Action – What do you want the audience to DO as a result of your message? Many times this is referred to as the “Call to Action.” Solicitations for donations are good examples of a “Call to Action.” For example, “pick up the phone,” “make that call now,” etc.Current Attitudes – Involves finding out what your intended audience currently believes to be true regarding the issue. Conducting focus groups with members of your intended audience could be an ideal way to understand current attitudes regarding your issue. Focus groups are excellent methods for gathering information from your intended audience. Focus groups can: provide insight into audience perceptions & concerns Identify words or images with special connotations or sensitivities Point out confusing phrases or images Provide clues to what appeals to the audience Identify other sources of information. Desired Attitudes – What do you want the intended audience to believe that is different from what they currently believe? Desired Action – What do you want the audience to DO as a result of your message? Many times this is referred to as the “Call to Action.” Solicitations for donations are good examples of a “Call to Action.” For example, “pick up the phone,” “make that call now,” etc.

9. Primary Selling Proposition – What’s in it for them? How will they benefit from responding to the Call to Action? Will the neighborhood be safer? Will their children make better decisions? Will they experience a better quality of life? We should be able to articulate why it’s worth their while to engage in the activity that we suggest in our campaign. Support – Campaigns should be supported by research, evidence or successes of similar campaigns. Primary Selling Proposition – What’s in it for them? How will they benefit from responding to the Call to Action? Will the neighborhood be safer? Will their children make better decisions? Will they experience a better quality of life? We should be able to articulate why it’s worth their while to engage in the activity that we suggest in our campaign. Support – Campaigns should be supported by research, evidence or successes of similar campaigns.

10. Personality – this refers not to individuals, but to the campaign itself. That is, what kind of tone do you want to utilize for your campaign? Success Indicators – How will you evaluate your campaign to understand whether you’ve accomplished your communication objective(s)? You should plan for this early on in the design of your campaign & integrate feedback points in the planning process that allow you to refine & improve your campaign as needed. This information comes from the publication Early & Often developed by the Central CAPT. We’ve brought copies for you. Point out blueprint worksheet handout. Personality – this refers not to individuals, but to the campaign itself. That is, what kind of tone do you want to utilize for your campaign? Success Indicators – How will you evaluate your campaign to understand whether you’ve accomplished your communication objective(s)? You should plan for this early on in the design of your campaign & integrate feedback points in the planning process that allow you to refine & improve your campaign as needed. This information comes from the publication Early & Often developed by the Central CAPT. We’ve brought copies for you. Point out blueprint worksheet handout.

11. Small group exercise – Ask participants to get in groups of 3-5. Provide each group with the case study/scenario provided. Ask each group to develop 2-3 communication objectives for a media campaign that would address the issue. Ask each group to identify a scribe & someone to report out. Give the group 15-20 minutes & ask each group to report their results. Remember, objectives are time-sensitive, measurable statements that tell us: Who we want to influence What we want them to do By when By how much. Example – By May 2004, 90% of Soggy Bottom High School students will believe that binge drinking is dangerous. Small group exercise – Ask participants to get in groups of 3-5. Provide each group with the case study/scenario provided. Ask each group to develop 2-3 communication objectives for a media campaign that would address the issue. Ask each group to identify a scribe & someone to report out. Give the group 15-20 minutes & ask each group to report their results. Remember, objectives are time-sensitive, measurable statements that tell us: Who we want to influence What we want them to do By when By how much. Example – By May 2004, 90% of Soggy Bottom High School students will believe that binge drinking is dangerous.

12. Think back to the posters we saw before. They were clear, attention-getting, concise & persuasive. The suggested next step is “Don’t smoke”.Think back to the posters we saw before. They were clear, attention-getting, concise & persuasive. The suggested next step is “Don’t smoke”.

13. Personally relevant – is the message meaningful to the intended audience? Appropriately appealing – bright colors, fast-paced & other characteristics that would appeal to the intended audience. Example, Mountain Dew commercials. Culturally relevant – may pertain to racial/ethnic issues, customs, traditions or those of specific segments such as the teen culture, faith community, teachers, etc. Conveyed in appropriate channels – do you think a newspaper ad would be a good way to reach kids? Maybe parents, but not kids. A clever method for reaching a large number of youth might be through ads presented at movie theatres prior to the movie. Developed in a variety of formats – Posters, videos, brochures, fact sheets, computer-based (web sites), etc. so increase chances to reaching the intended audience. Pre-tested - It is critical to pre-test materials with the intended audience prior to final publication. Oftentimes we skip this most critical step. Could be disastrous. Not only will it miss the mark, but may do harm. For example….next slide. Personally relevant – is the message meaningful to the intended audience? Appropriately appealing – bright colors, fast-paced & other characteristics that would appeal to the intended audience. Example, Mountain Dew commercials. Culturally relevant – may pertain to racial/ethnic issues, customs, traditions or those of specific segments such as the teen culture, faith community, teachers, etc. Conveyed in appropriate channels – do you think a newspaper ad would be a good way to reach kids? Maybe parents, but not kids. A clever method for reaching a large number of youth might be through ads presented at movie theatres prior to the movie. Developed in a variety of formats – Posters, videos, brochures, fact sheets, computer-based (web sites), etc. so increase chances to reaching the intended audience. Pre-tested - It is critical to pre-test materials with the intended audience prior to final publication. Oftentimes we skip this most critical step. Could be disastrous. Not only will it miss the mark, but may do harm. For example….next slide.

14. Here are some examples of campaigns that didn’t follow this process & the results were less than effective.Here are some examples of campaigns that didn’t follow this process & the results were less than effective.

15. Social marketing provides the process, social norms, then, are the method. Now, we’ll move into the more specific discussion of social norms & their application to media campaigns. Presenter reads the slide. Norms then are our interpretation of acceptable behavior. Social norms theory states that we may have incorrect perceptions about the current norm that will influence our behavior. This is particularly true for youth and young adults who want to “fit in.” Ask the group for examples of current social norms relating to healthy behaviors. Example(s) – change in seatbelt use; attitudes about underage drinking; social stigma related to drinking & driving; and the social stigma related to cigarette smoking.Social marketing provides the process, social norms, then, are the method. Now, we’ll move into the more specific discussion of social norms & their application to media campaigns. Presenter reads the slide. Norms then are our interpretation of acceptable behavior. Social norms theory states that we may have incorrect perceptions about the current norm that will influence our behavior. This is particularly true for youth and young adults who want to “fit in.” Ask the group for examples of current social norms relating to healthy behaviors. Example(s) – change in seatbelt use; attitudes about underage drinking; social stigma related to drinking & driving; and the social stigma related to cigarette smoking.

16. Perceived norms can have a substantial impact on behavior through compliance & conformity. Compliance – individuals alter their behavior to receive a reward, to promote a favorable reaction from others or to avoid being punished. The change in behavior occurs not because the person believes that the behavior is “the right thing to do,” but rather because there is a tangible consequence for not engaging in the behavior. This is a short-term solution. Once the rewards & punishments are removed, the gains made by using compliance tactics are often lost. Conformity, however, that occurs due to individuals observing the behavior of others in order to determine how they should behave can have long-lasting effects. So, it seems this is where we should focus our energy to sustain our efforts.Perceived norms can have a substantial impact on behavior through compliance & conformity. Compliance – individuals alter their behavior to receive a reward, to promote a favorable reaction from others or to avoid being punished. The change in behavior occurs not because the person believes that the behavior is “the right thing to do,” but rather because there is a tangible consequence for not engaging in the behavior. This is a short-term solution. Once the rewards & punishments are removed, the gains made by using compliance tactics are often lost. Conformity, however, that occurs due to individuals observing the behavior of others in order to determine how they should behave can have long-lasting effects. So, it seems this is where we should focus our energy to sustain our efforts.

17. Presenter read the slide. This is particularly relevant to youth and young people. For example, if they believe most of the juniors in their high school are drinking alcohol, they are more likely to drink. This is what social norms theory predicts. Social norms interventions then focus on the actual norm. That is, reality – what is actually taking place. At this point, ask the group if this makes sense. There may be a need for further explanation.Presenter read the slide. This is particularly relevant to youth and young people. For example, if they believe most of the juniors in their high school are drinking alcohol, they are more likely to drink. This is what social norms theory predicts. Social norms interventions then focus on the actual norm. That is, reality – what is actually taking place. At this point, ask the group if this makes sense. There may be a need for further explanation.

18. Montana MOST of Us is a statewide social norms marketing campaign that has three components: Youth Tobacco Prevention Project Young Adult Impaired Driving Campaign Positive Community Parenting & Norms Campaign. This campaign focuses on the positive behaviors practiced by the majority of Montana residents rather than providing the standard message related to the negative behavior practiced by the minority of Montana residents. The next slides are a couple of examples of elements of the campaign.Montana MOST of Us is a statewide social norms marketing campaign that has three components: Youth Tobacco Prevention Project Young Adult Impaired Driving Campaign Positive Community Parenting & Norms Campaign. This campaign focuses on the positive behaviors practiced by the majority of Montana residents rather than providing the standard message related to the negative behavior practiced by the minority of Montana residents. The next slides are a couple of examples of elements of the campaign.

19. You can get information about this project @ www.mostofus.org You can get information about this project @ www.mostofus.org

21. This poster came from a social norms campaign at Virginia Commonwealth University (VCU). There is a movement on college campuses around the nation to prevent & reduce binge drinking using social norms marketing campaigns. The Department of Education has funded numerous institutions of higher education across the country to implement social norms marketing campaigns. The empirical evidence is growing that this strategy is effective in changing perceptions, attitudes & behaviors particularly regarding binge drinking.This poster came from a social norms campaign at Virginia Commonwealth University (VCU). There is a movement on college campuses around the nation to prevent & reduce binge drinking using social norms marketing campaigns. The Department of Education has funded numerous institutions of higher education across the country to implement social norms marketing campaigns. The empirical evidence is growing that this strategy is effective in changing perceptions, attitudes & behaviors particularly regarding binge drinking.

22. The message is a social norm – a norm is an attitude or behavior that is shared by more than 50% of the target population. Your primary message should be a norm supported by normative data. Send simple, honest messages – The social norms approach is based on data. However, you should use your media to restate the data simply and in the language of your target audience. By doing so, you make it easier for your target audience to retain your message. Also, be sure to check and recheck the accuracy of your statements before publication. The normative message should jump out at you – Your primary normative message should be the most visible element. It should grab the attention of the target audience. Your most important message should be the first one you deliver. Remember, your goal is correct the misperception of the norm. Adopt a positive message – Your primary normative message should be stated affirmatively as a behavior or belief that can be adopted. Remember, you are trying to promote the healthy and protective behaviors that are already prevalent in the population. Graphics grab the eye, complement the text & suggest a story. Be sure the images suggest a story or evoke feelings that are consistent with your normative message; that it does not conflict or compete with it in any way. Media that support power & choice connect with young people – Having a choice, exercising autonomy and having control of one’s life are important issues for most people & especially important to young people. Young people get tired to the fingerpointing messages such as “just say no,” “don’t drink & drive,” “don’t use drugs.” Messages that empower, encourage people to act on their own behalf. The media must speak to the target audience & be culturally sensitive – If your media campaign is broadly targeted, it will be more effective if it speaks to the diversity of racial, ethnic, sexual and religious orientations in the community that you intend to reach. It is inclusive & has a message for everyone in the target population. The wording & graphics are carefully selected to include the entire cultural and behavioral spectrum of the target audience. If, however, your media campaign is intended to reach only a specific population (segmented), then it must clearly resonate with that audience. For example, if it is targeted to reach athletes, it must speak to the athletic culture.The message is a social norm – a norm is an attitude or behavior that is shared by more than 50% of the target population. Your primary message should be a norm supported by normative data. Send simple, honest messages – The social norms approach is based on data. However, you should use your media to restate the data simply and in the language of your target audience. By doing so, you make it easier for your target audience to retain your message. Also, be sure to check and recheck the accuracy of your statements before publication. The normative message should jump out at you – Your primary normative message should be the most visible element. It should grab the attention of the target audience. Your most important message should be the first one you deliver. Remember, your goal is correct the misperception of the norm. Adopt a positive message – Your primary normative message should be stated affirmatively as a behavior or belief that can be adopted. Remember, you are trying to promote the healthy and protective behaviors that are already prevalent in the population. Graphics grab the eye, complement the text & suggest a story. Be sure the images suggest a story or evoke feelings that are consistent with your normative message; that it does not conflict or compete with it in any way. Media that support power & choice connect with young people – Having a choice, exercising autonomy and having control of one’s life are important issues for most people & especially important to young people. Young people get tired to the fingerpointing messages such as “just say no,” “don’t drink & drive,” “don’t use drugs.” Messages that empower, encourage people to act on their own behalf. The media must speak to the target audience & be culturally sensitive – If your media campaign is broadly targeted, it will be more effective if it speaks to the diversity of racial, ethnic, sexual and religious orientations in the community that you intend to reach. It is inclusive & has a message for everyone in the target population. The wording & graphics are carefully selected to include the entire cultural and behavioral spectrum of the target audience. If, however, your media campaign is intended to reach only a specific population (segmented), then it must clearly resonate with that audience. For example, if it is targeted to reach athletes, it must speak to the athletic culture.

23. This campaign took place in DeKalb County, Illinois. This campaign features 3 interrelated normative message campaigns aimed at students, parents & teachers. The project was funded by the Illinois Department of Human Services Communities CAN! Program through a state incentive grant from CSAP. The project objective was to increase the number of students who do not smoke. Channels utilized for this campaign were: Newspaper ads Posters Flyers Postcards Radio & television ads Brochures Presentations This campaign took place in DeKalb County, Illinois. This campaign features 3 interrelated normative message campaigns aimed at students, parents & teachers. The project was funded by the Illinois Department of Human Services Communities CAN! Program through a state incentive grant from CSAP. The project objective was to increase the number of students who do not smoke. Channels utilized for this campaign were: Newspaper ads Posters Flyers Postcards Radio & television ads Brochures Presentations

25. Revisit guidelines of social norms campaign & analyze poster against them. Conclusion – this is a very good example of social norms marketing. An independent research center was hired to conduct the evaluation for this project. Results of pre-/post-test surveys (1999-2001) administered to 10th graders at two high schools (Sycamore & DeKalb) indicate: 32% reduction in the perceived percentage of (all or most) peers who smoked cigarettes in the last month 34% reduction in the number of students reporting the use of tobacco in the last 30 days. Those are pretty dramatic results for a two-year period. Revisit guidelines of social norms campaign & analyze poster against them. Conclusion – this is a very good example of social norms marketing. An independent research center was hired to conduct the evaluation for this project. Results of pre-/post-test surveys (1999-2001) administered to 10th graders at two high schools (Sycamore & DeKalb) indicate: 32% reduction in the perceived percentage of (all or most) peers who smoked cigarettes in the last month 34% reduction in the number of students reporting the use of tobacco in the last 30 days. Those are pretty dramatic results for a two-year period.

26. This ad was placed in a local newspaper identified as a media channel valuable to parents.This ad was placed in a local newspaper identified as a media channel valuable to parents.

27. Small group exercise – Ask participants to get in groups of 2-3, depending upon size of the audience. Provide each group with the case study/scenario provided. Ask each group to develop an overall communication objective for a social norms media campaign that would address the issue. Ask each group to identify a scribe & someone to report out. Give the group 10-15 minutes & ask each group to report their results. Remember, objectives are time-sensitive, measurable statements that tell us: Who we want to influence What we want them to do By when By how much. Example – By May 2004, 90% of Soggy Bottom High School students will believe that most students do not drink alcohol. Small group exercise – Ask participants to get in groups of 2-3, depending upon size of the audience. Provide each group with the case study/scenario provided. Ask each group to develop an overall communication objective for a social norms media campaign that would address the issue. Ask each group to identify a scribe & someone to report out. Give the group 10-15 minutes & ask each group to report their results. Remember, objectives are time-sensitive, measurable statements that tell us: Who we want to influence What we want them to do By when By how much. Example – By May 2004, 90% of Soggy Bottom High School students will believe that most students do not drink alcohol.

28. Presenter read the slide. Refer back to the newsprint “Relationship of Media Campaigns to Sustainability.” Ask the group if they would like to add any.Presenter read the slide. Refer back to the newsprint “Relationship of Media Campaigns to Sustainability.” Ask the group if they would like to add any.

29. As the sun sets on this workshop, open the floor to comments, questions, answers?As the sun sets on this workshop, open the floor to comments, questions, answers?