Applying a Social Norms Approach to Safety and Health Safe States Annual Meeting

Transcription

1 Applying a Social Norms Approach to Safety and Health Safe States Annual Meeting April 12, 2016 Michael Haines mhaines@niu.edu

2 Introduction Presentation Outline Traditional Prevention vs Social Norms Approach for Safety and Health Why Social Norms Approach Is Effective Examples of Effective Applications

3 Preventing Alcohol Related Harm on Campus 1. 43% of students drank 6 or more drinks per drinking occasion 2. Heavy episodic drinking was positively associated with physical injury to self or others 3. Reducing heavy drinking will reduce injuries. Michael Haines 2016

4 Preventing Alcohol Related Harm on Campus Traditional Methods: 1. Describe the dangers associated with heavy drinking. 2. Increase penalties and enforcement of alcohol rules. 3. Encourage abstinence and moderation. 4. Provide this information through small group discussion and events. Michael Haines 2016

5 Effect of Traditional Intervention to Reduce Heavy Drinking 80 NIU Students Actual Heavy Drinking* 60 50% n= n=779 *Heavy drinking defined as drinking more than 5 drinks when partying. Source: Northern Illinois University, 1999

6 Heavy Drinking on Campus Actual Heavy Drinking Rates Compared to Perceived Heavy Drinking Rates NIU Students Perceived Heavy Drinking* % NIU Students Actual Heavy Drinking* 20 Attempt a Social Norms Approach? n= n=779 *Heavy drinking defined as drinking more than 5 drinks when partying. Source: Northern Illinois University, 1999

7 What are Social Norms? Community Standards Collective Mores Group Expectations Shared Beliefs Mutual Values Societal Customs Typical Behaviors Cultural Traditions Common Practices Public Conduct Michael Haines 2016

8 Why do Social Norms Work? Conformity to group expectations and standards is fundamental to social cohesion and cooperation. Conformity is a protective adaptation for social survival. It is innate, unconscious, and powerful. Michael Haines 2016

9 What are Social Norms? Injunctive Norms Descriptive Norms Community Standards Collective Mores Group Expectations Shared Beliefs Mutual Values Societal Customs Typical Behaviors Cultural Traditions Common Practices Public Conduct Michael Haines 2016

10 How do Social Norms Work? Perceptions of others behavior And Perceptions of others approval of behavior. People People s Behavior Michael Haines 2016

11 Social Norms Approach Changing perceptions of Social Norms changes behavior. Increasing perceptions of healthy Social Norms increases public health. Michael Haines 2016

12 Social Norms Premises Every functioning social system has health positive social norms. (a majority who hold pro-social attitudes and/or practice protective behaviors). Healthy norms are often misperceived. (Problems are over estimated and solutions are under estimated) Michael Haines 2016

13 Social Norms Formula Identify Protective practices, healthy beliefs, safe places used by many. Model & Promote Social Marketing Policy Structural Actions = Health Enhancement and Risk Reduction Michael Haines 2016

14 Preventing Alcohol Related Harm on Campus Social Norms Approach: 1. 57% of students drank 5 or fewer drinks per drinking occasion. 2. Moderate drinking was the norm but heavy drinking was the perceived norm. 3. Moderate drinking and abstinence was negatively associated with physical injury to self or others. 4. Increasing moderate drinking will reduce injuries. Michael Haines 2016

15 Preventing Alcohol Related Harm on Campus Social Norms Methods: 1. Encourage abstinence and moderation. 2. Publicize campus norm of moderation. 3. Identify and publicize protective actions. 4. Provide this information through social marketing. Michael Haines 2016

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19 A Media Campaign Decreases Heavy Drinking on Campus Actual Heavy Drinking Rates Compared to Perceived Heavy Drinking Rates NIU Students Perceived Heavy Drinking* % NIU Students Actual Heavy Drinking* n= n= n=716 *Heavy drinking defined as drinking more than 5 drinks when partying. Source: Northern Illinois University, 1999

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23 A Media Campaign Decreases Heavy Drinking on Campus Actual Heavy Drinking Rates Compared to Perceived Heavy Drinking Rates NIU Students Perceived Heavy Drinking* NIU Students Actual Heavy Drinking* % n= n= n= n= n= n= n=1, n= n= n= n=550 *Heavy drinking defined as drinking more than 5 drinks when partying. Source: Northern Illinois University, 1999

24 A Media Campaign Decreases Heavy Drinking on Campus NIU Heavy Drinking Rates Compared to Alcohol Harm Rates 80 Actual Heavy Drinking (More than 5 drinks when "partying") 60 Injury to Self Fighting Injury to Others n= n= n= n= n= n= n=1, n= n= n= n=550 Source: Northern Illinois University, 1999 Note: Wording for alcohol related harm questions was different from 1992 through 1994.

25 Social Norms Formula Identify Protective practices, healthy beliefs, safe places used by many. Model & Promote Social Marketing Policy Structural Actions = Health Enhancement and Risk Reduction Michael Haines 2016

26 Death Educator Exaggerates Risk Threatens Punishment Michael Haines 2016

27 Scare Tactics almost always Fail Jaws Factor (Increases Risk) State Trooper Effect (Very Brief Impact) Scared Straight Phenomenon (No Impact) False Norm Consequences (Increases Risk) Michael Haines 2004

28 Death Educator Exaggerates Risk Threatens Punishment Health Promoter Amplifies Safety Rewards Protection Michael Haines 2016

29 Social Norms vs Traditional Social Norms Showcases Solutions Uses Positive Tactics Highlights Protection Rewards Behavior Change Exposes Health Partnership Prizes Compliance Unifies Population Traditional Exaggerates Problems Uses Scare Tactics Highlights Risks Coerces Behavior Change Imposes Health Authoritarian Punishes Offenses Polarizes Population Michael Haines 2016

30 Social Norms Formula Identify Protective practices, healthy beliefs, safe places used by many. Model & Promote Social Marketing Policy Structural Actions = Health Enhancement and Risk Reduction Michael Haines 2016

31 Preventing Teen Drinking Haines, et al Mispercetions of student drinking norms 2. Over estimation of risk behavior 3. Under estimation of protective behaviors 4. Social marketing campaign associated with perception change 5. Perception correction associated with mass behavior change

32 Percent seen Media Exposure Measure Q7 - About how many times during this school year have you seen or heard information based on data collected at your school stating that most students at your school and other schools like yours do not drink alcohol? Seen Info

33 Perception of Peer Alcohol Use Student perception of peer drinking norm in last 30 days % 50 Perception % point or 33 percent reduction

34 Actual Student Alcohol Use 70 Actual student alcohol use in last 30 days % 30 day use % point or 15 percent reduction

35 Preventing Foot Binding Mackie Injunctive and descriptive norms were changed 2. Existing norm was replaced with new norm

36 Preventing Excessive Energy Use Schultz, et al Descriptive norm feedback produced behavior change 2. Change was constructive and destructive 3. Adding injunctive norm message mitigated destructive effect. 4. Did not use self report data

37 Preventing Bullying Perkins, et al 2011 misperceived peer norms regarding bullying perpetration, victimization, and pro bullying attitudes. significant reductions perceptions of peer bullying and pro bullying attitudes personal bullying of others and victimization were also reduced

38 Preventing Parental Social Hosting Haines (paper presentation 2013) Descriptive and injunctive parental protective norms are underestimated Social marketing campaign changes perception of peer norms Behavior change parallels perception change Behavior change related directly to media dissemination

39 Preventing Alcohol Related Violence Greenacre & Brown 2008 paper presentation 1. Assessed normative environmental risk and protective factors 2. Changed environment to promote safety 3. 10% annual reduction in violence

40 Social Norms Consultation and Training Michael Haines & Associates Kingston, IL