If people think harmful behavior is “typical” they are more likely to engage in it. If they think protective behavior is the norm, then that type of behavior holds sway,
Planning & Environmental Advocacy Baseline Data Message Development Market Plan Pilot Test & Refine Materials Implement Campaign Evaluation
The science of the positive is the art of seeing the world as it could be and a blueprint for becoming an instrument of transformation. First we recognize the powerful need to honor the spirit in our work. Second, when we ground our efforts in science, we are able to achieve measurable outcomes and learn from our efforts. Third, when we recognize the spirit in our work and ground our efforts in science, we are empowered to act and act in an efficient, effective manner.
EXAMPLE GOALS PG. 18
Your survey results might show that while only 40% of your target audience actually uses designated drives (descriptive), 86% approves of or supports their use (injunctive).
The simplest way to think about your survey questions is to look at them as actual campaign messages.
See pg. 41
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Yes No, not normative No, includes negative, fear-based elements No, not normative No, implies it is not normative to use a designated driver No, implies it is normative to drink and drive Yes No, includes a command on how to behave
Message. Test the content and wording of your normative message. Include understandability, clarity and appeal Messenger. Test the way in which your message is presented. Include colors, logos, graphic design and images, types of models, actors and characters they find most trustworthy and appealing. Medium. Test the ways you can get your message out. Include where they get their information and what sources they find most trustworthy
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