1.
ATTACK Toolkit & Social Norms Webinar
6/23/11
www.ATTACKtobacco.net

2.
Social Norms Presenter
Linda Hancock, Ph.D, CFNP, RN
Virginia Commonwealth University
lhancock@vcu.edu
www.thewell.vcu.edu
www.ATTACKtobacco.net

3.
Social Norms
Marketing:
A campus story
Linda Hancock FNP, PhD
Wellness Resource Center
quit@vcu.edu
www.thewell.vcu.edu

4.
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5.
POLL
How much do you know about
“social norms marketing”?
1. Zippo, Zilch, Nothing
2. A little, heard of it. Never ran a campaign.
3. A moderate amount.
4. I could write a book!

6.
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.

7.
Marketing
A science ‐based on research
findings
Consumer Focused
Product Social
Marketing Marketing
GOAL: Sell Products GOAL: Behavior
or services change
Social Norms
Marketing (SNM)
Goal: Promote healthy
social norms

8.
Why does marketing work?
Because Marketers know who their target
audience is and they LISTEN to them.
Be consumer focused!

9.
Creates an association between:
your product
and
= something people want
a competitor's product
= and
something people
don’t want

10.
Who is the
target
audience?

11.
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

12.
POLL
Perception Question
How many cups of coffee do you
think most people drink per day?
1. None
2. One
3. Two
4. Three
5. Four
6. Five or more

13.
POLL
Real Behavior Question
How many cups of coffee do you
drink per day?
1. None
2. One
3. Two
4. Three
5. Four
6. Five or more

14.
Research by Wes Perkins & Alan Berkowitz:
Misperceptions about norms.
PERCEPTION
GAP
REALITY

15.
People tend to
under-estimate health
&
over-estimate un-health.

16.
The 3 D’s of tobacco prevention
• DEGLAMORIZE
• DELEGITIMIZE
• DENORMALIZE

17.
Deglamorizing

18.
Delegitimizing

19.
In health promotion, we inadvertently normalize
the unhealthy majority!

20.
We mean well…..

21.
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.

22.
P.I.E.
(Positive, Inclusive, Empowering)
Let’s make him a non‐smoker,
he’ll last longer that way.

23.
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

24.
My Start:
• Tobacco &
The dreaded
dissertation
My title for it:
• “They’re just
stupid posters,
but they seem to work!

25.
www.smokefreeVCU.org

26.
Benefits to
Social Norms marketing
FIRST
Low
hanging Normalize NON-smoking
fruit
Be positive
Promotes demand Supports
& for Cessation smoke-free policy
welcoming Services change

27.
VCU’s secondhand smoke pet campaign

28.
www.yourstrategy.org
media library – posters available

29.
A brief word on “Clickers”
Audience Response Technology
“BLING”
Brief Live Interactive Normative
Groups

30.
What is this?
Not…

31.
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

32.
Water Pipes
also called “Hookah”

33.
Hookah Materials
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.

34.
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 145 mg 17.3 mg 8.4 times the
Monoxide carbon
monoxide

35.
www.thewell.vcu.edu

36.
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!

37.
How are you feeling? A little confused?

38.
Summary & Resources
• www.socialnorms.org
• www.thewell.vcu.edu
• www.smokefreeVCU.org
www.ATTACKtobacco.net

39.
ATTACK Toolkit Project
www.ATTACKtobacco.net
Alex Tyannikov – Project Manager
atyannikov@sacbreathe.org
916-444-5900 x206
Kimberly Bankston-Lee – Senior Project Director
klee@sacbreathe.org
916-444-5900 x211
Breathe California of Sacramento-Emigrant Trails
Sacramento, CA
www.SacBreathe.org
www.ATTACKtobacco.net