Attack Toolkit & Social Norms
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This presentation highlights Social Norms strategy and its effectiveness with young adults. ATTACK Toolkit (www.ATTACKtobacco.org) is a free resource for anti-smoking advocates and professionals who work with young adults.
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Attack Toolkit & Social Norms
- 1. ATTACK Toolkit & Social Norms Webinar 6/23/11 www.ATTACKtobacco.net
- 3. Social Norms Presenter Linda Hancock, Ph.D, CFNP, RN Virginia Commonwealth University lhancock@vcu.edu www.thewell.vcu.edu www.ATTACKtobacco.net
- 4. Social Norms Marketing: A campus story Linda Hancock FNP, PhD Wellness Resource Center quit@vcu.edu www.thewell.vcu.edu
- 5. g{xç átç ÑxÉÑÄx uxz|Ç àÉ ÄÉÉ~ Ä|~x à{x|Ü Ñxàá‹
- 6. 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!
- 7. 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.
- 8. 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
- 10. Why does marketing work? Because Marketers know who their target audience is and they LISTEN to them. Be consumer focused!
- 11. Creates an association between: your product and = something people want a competitor's product = and something people don’t want
- 13. Who is the target audience?
- 15. 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
- 16. 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
- 17. 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
- 18. Research by Wes Perkins & Alan Berkowitz: Misperceptions about norms. PERCEPTION GAP REALITY
- 19. People tend to under-estimate health & over-estimate un-health.
- 20. The 3 D’s of tobacco prevention • DEGLAMORIZE • DELEGITIMIZE • DENORMALIZE
- 21. Deglamorizing
- 22. Delegitimizing
- 23. In health promotion, we inadvertently normalize the unhealthy majority!
- 24. We mean well…..
- 25. 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.
- 26. P.I.E. (Positive, Inclusive, Empowering) Let’s make him a non‐smoker, he’ll last longer that way.
- 27. 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
- 28. My Start: • Tobacco & The dreaded dissertation My title for it: • “They’re just stupid posters, but they seem to work!
- 33. 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
- 34. VCU’s secondhand smoke pet campaign
- 36. www.yourstrategy.org media library – posters available
- 37. A brief word on “Clickers” Audience Response Technology “BLING” Brief Live Interactive Normative Groups
- 38. What is this? Not…
- 39. 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
- 41. 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.
- 42. 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
- 44. 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!
- 45. How are you feeling? A little confused?
- 46. Summary & Resources • www.socialnorms.org • www.thewell.vcu.edu • www.smokefreeVCU.org www.ATTACKtobacco.net
- 47. 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
Notes de l'éditeur
- Hello Introduction Brother story “who smokes these days?” If we don’t spend time around the people who smoke it is possible to think that barely anyone smokes!
- All marketing creates an association. The product is either equated with something the target population wants , in this example sex, (I call this a positive association) or a competitors product is associated with something the target doesn’t want (I refer to this as a negative association). I will ask the audience if they can give me examples of what the equation would look like if a marketer were selling sneakers to youth versus senior citizens. I will sometimes ask if anyone can think of an example of the negative association. Most can’t really. I bring up that political campaigns do it often but for the most part, product marketers spend most of their time telling their audience how great their lives will be if they by the marketed product and don’t waste their time giving attention to someone else’s product because any press is good press. I also explain here that the way marketing works is to use images to create a desirable feeling and images in the target audience. Like the Pavlov’s dog experiment, the audience starts to equate the funny, sexy, hopeful, relaxed, etc. feelings they experience from the ad with the product logo. Later when they go to the store to shop, they see the logo and their subconscious automatically and largely inperceptively restimulates those feelings.
- On this ad I acknowledge how most everyone has probably seen the Marlboro man before. He’s timeless. I ask the audience if they can figure out how the marketing equation works in this ad. On the left of the equals sign is the Marlboro brand but what’s on the right? Some answers I usually supply are: rugged independence, manly strength, no limits. I also draw their attention to the figure in the back and point out that as the Marlboro man has evolved over the years, marketers have given him a friend. Focus groups found that he looked rugged and independent but lonely, so they gave him a friend but didn’t make that friend too obvious so as not to take away from the independence. I also ask participants who they think the target audience is for this ad.