SPASH Social Norms Dana Breed SPASH Social Norms Coordinator Jill Reed SPASH AP Stats Teacher/SADD Advisor Thursday, December 2, 2010 - PowerPoint PPT Presentation

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SPASH Social Norms Dana Breed SPASH Social Norms Coordinator Jill Reed SPASH AP Stats Teacher/SADD Advisor Thursday, December 2, 2010

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Title: SPASH Social Norms Dana Breed SPASH Social Norms Coordinator Jill Reed SPASH AP Stats Teacher/SADD Advisor Thursday, December 2, 2010


1
SPASH Social Norms Dana BreedSPASH Social
Norms CoordinatorJill ReedSPASH AP Stats
Teacher/SADD AdvisorThursday, December 2, 2010
2
Presentation Outline
  • Understanding the demographics of the audience
  • Overview of Social Norms Theory
  • Description of the SPASH Social Norms Project
  • History and general practices
  • Marketing Strategies
  • Student involvement
  • Select summary of 7 Years of Data
  • Questions

3
Turning Point Activity
  • Well use clickers to get YOU involved!
  • No need to point your clicker anywhere. A
    green light means your answer was entered.
  • Dont hold the button downpress and release or
    it may not work.
  • Only press the buttons with numbers on them.

4
What is your current primary title?
  1. Teacher
  2. Counselor
  3. Social Worker
  4. Health Professional
  5. Building Administrator
  6. School Psychologist
  7. Other

5
What level do you primarily work with?
  1. High School
  2. Junior High or Middle School
  3. Elementary
  4. K-12
  5. Post-secondary

6
How much do you know about Social Norms Theory?
  1. I am very familiar with it.
  2. I know the basics.
  3. I am not familiar with it at all.

7
What is the status of incorporating a social
norms project within your organization?
  1. We currently do incorporate social norms.
  2. We will soon.
  3. We are considering that option.
  4. No plans to do so at this time.

8
What is a social norm?
  1. A phrase that SPASH faculty came up with.
  2. What society views as normal and acceptable.
  3. What society knows is true.

9
What are Social Norms?
  • Traditions
  • Customs
  • Mores
  • Beliefs
  • Behaviors
  • Practices
  • Standards

10
director of the Most of Us program at Montana
State University
11
SOCIAL NORMS THEORY(Perkins, H. W. Berkowitz,
A. D. (1986) perceiving the community norms of
alcohol use among students some implications for
campus alcohol education programming.
International Journal of the Addictions. 21,
961-976.)
  • States that individual behaviors are influenced
    by misperceptions of how peers think and act.
  • For youth in particular, peer influences and
    perceptions have been found to be more
    influential in shaping individual choices for
    behavior than other factors.
  • The theory states that over-estimating of problem
    behaviors discourages healthy behaviors.
  • Correcting these misperceptions by promoting
    actual norms can result in decreased negative
    behaviors and increased prevalence of healthy
    protective behaviors.

12
SOCIAL NORMS MARKETING(Andreasen, A. R.
(1994). Social marketing Its definition and
domain. Journal of Public Policy and Marketing.
13(1), 108-115.)
  • Has been widely used throughout the past several
    decades in many disciplines as a behavior
    changing strategy.
  • Social norms marketing is the adaptation of
    commercial marketing technologies to programs
    designed to influence the voluntary behavior of
    target audiences.

13
The SPASH Social Norms Project
  • Students overestimate the percentage of their
    peers who use alcohol other drugs.
  • When students overestimate, they justify peer use
    AND are more likely to use themselves.

14
The SPASH Social Norms Project (SNP)
  • Utilizes marketing strategies to correct
    misperceptions of alcohol, tobacco other drug
    use by SPASH students.
  • Exists as one option, one researched theoretical
    approach, to reduce ATOD use among teenagers.

15
As a visual
16
History of the SPASH Social Norms Project
  • Began in 2004 Student, Staff, Parent Surveys
  • Topics of surveys include alcohol, tobacco,
    marijuana prescription drug use, bullying,
    truancy, etc.
  • Yearly attendance at national social norms
    conference
  • Social Norms Action (SNP) Committee
  • Data analyzed select messages marketed
  • Utilization of a Social Norms Coordinator and a
    graphic designer

17
The funding for the Social Norms campaign comes
from
  1. School referendums
  2. A WI ATOD competitive grant
  3. A winning lottery ticket
  4. SPASH vending machine proceeds

17
18
Student Contact
  • Focus groups via various classrooms throughout
    the school year
  • Ice cream bar giveaways
  • Mall Intercept Surveys including surveymonkey.com
    via laptops
  • Student Groups (Health Assistants, SADD, etc.)

19
Marketing Samples
  • ALL poster, banner, folder, bus, cinema,
    newspaper billboard designs radio ad clips
    are taken to several SPASH classrooms for
    feedback and revisions before they become the
    final product.
  • Additionally, we also market through parent
    mailings and marquee signs, various giveaways
    (t-shirts, water bottles, flash drives, etc.)

19
20
Samples of Billboards
20
21
Samples of 30 second radio ads
  • For students regarding dating a non-smoker
  • For students regarding what their parents think
  • For parents regarding their children at parties

22
Samples of Parent Mailings
23
Which poster do you think was the final draft?
Why?
23
24
What fraction of SPASH high school students do
NOT smoke cigarettes?
  1. 1/10
  2. ¼
  3. ½
  4. ¾
  5. 9/10

25
What percentage of SPASH students do NOT misuse
prescription drugs?
  1. 20
  2. 38
  3. 53
  4. 76
  5. 84
  6. 95

26
What about the other ?
27
Social Norms Project Coordinator
  • Work 16 30 hours/week Research ATOD topics
  • Coordinate implementation analysis of surveys
  • Conduct student focus group presentations as well
    as staff presentations
  • Facilitate SNP action committee meetings
  • Implement a comprehensive marketing program
    including regular communication with graphic
    designer
  • Connect with community groups
  • Communicate regularly with key school personnel
    including ATOD Coordinator building principal

28
Which source is considered to be the most
believable amongst students for information on
ATOD?
  1. Friends
  2. Parents
  3. Teachers
  4. Internet
  5. Police
  6. Health Professionals

29
What is the most popular criticism of the SPASH
SNP?
  • prize giveaway

29
30
Everyone lied on the survey
  • n 1129 refers to the number of valid surveys
    used
  • Statistically significant sample size of 1700
    enrollment
  • 10-13 of surveys are not used ( tester
    questions, doodling)
  • Comparison to other surveys, other schools

30
31
Note how similar the data is from year to year,
representing over 7000 student responses helping
to support the validity of the data
31
32
Longitudinal Study of Student Data
33
STUDENTS Have you seen media based on data
collected at your school stating that most
students at your school do not smoke cigarettes?
2004 2005 2006 2007 2008 2009 2010
34 79 79 74 83 89 90
34
STUDENTS When hanging out or socializing with
friends, what do you typically drink?
  2004 2005 2006 2007 2008 2009 2010
ALCOHOL - ACTUAL 29 29 16 11 14 11 14
ALCOHOL - PERCEPTION 46 41 22 15 21 16 13
35
STUDENTS I would prefer to date a
  2004 2005 2006 2007 2008 2009 2010
Non-smoker 78 77 81 85 80 81 81
Non-drinker 60 61 58 64 58 62 64
36
STUDENTS During the past 30 days, on how many
days have you
  2004 2005 2006 2007 2008 2009 2010
Smoked CIGARETTES? 28 29 28 23 27 26 26
Drank ALCOHOL? 49 47 46 39 43 43 42
Used MARIJUANA? 26 23 23 19 22 24 28
Mis-used PRESCRIPTION DRUGS?         13 13 16
37
STUDENTS Percent of students who believe 30 day
use is normative (50 or more).
  2004 2005 2006 2007 2008 2009 2010
Smoked CIGARETTES? 49 47 38 31 35 33 30
Had at least one drink of ALCOHOL? 63 61 59 52 59 52 49
Used MARIJUANA? 29 26 23 17 20 24 26
Used PRESCRIPTION DRUGS?           11 11
38
Longitudinal Study of Parent Staff Data
39
Parents Percent who believe 30 day use is
normative.
  2004 2005 2006 2007 2008 2009
Smoked CIGARETTES? 35 24 23 16 28 15
Drank ALCOHOL? 42 28 32 28 34 27
Used MARIJUANA? 14 8 7 1 13 8
Mis-used PRESCRIPTION DRUGS?         7 6
40
Staff Percent who believe 30 day use is
normative.
  2004 2005 2006 2007 2008 2009
Smoked CIGARETTES? 15 12 8 10 7 4
Drank ALCOHOL? 29 30 24 29 23 21
Used MARIJUANA? 2 6 2 3 1 4
Mis-used PRESCRIPTION DRUGS?         2 2
41
Parents Do you allow your high school
child(ren) to attend parties where underage
drinking occurs?
2004 2005 2006 2007 2008 2009 2010
5 3 3 2 3 1 2
42
Parents Do you allow your high school
child(ren) to drink under adult supervision?
2004 2005 2006 2007 2008 2009 2010
15 12 13 10 14 10 6
43
2010 Results Percentage of SPASH Parents/Staff
using True Normative Statements
Parents Staff
"Most SPASH high school students do not regularly drink alcohol." 37 67
"Most SPASH students typically do not drink alcohol when socializing." 38 59
"Most SPASH students do not smoke cigarettes." 37 64
"Most SPASH students do not smoke marijuana." 39 52
"Most SPASH students do not mis-use prescription drugs." 31 52
44
Starter Kit suggestions
  • RESEARCH!
  • Develop your mission statement
  • Determine available funding
  • Form the action team and select the coordinator
  • Involve youth leadership!
  • Determine means of collecting and analyzing data
  • Form marketing strategy

45
Any questions or comments?
46
Thank you for your attention!!
  • Please do contact us with any further questions
    or feedback
  • Dana Breed
  • 715-343-6627
  • dbreed_at_wisp.k12.wi.us
  • Jill Reed
  • jreed_at_wisp.k12.wi.us
  • www.wisp.k12.wi.us/spash/socialnorms
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