ATTACK Toolkit & Social Norms Webinar               6/23/11            www.ATTACKtobacco.net
Social Norms PresenterLinda Hancock, Ph.D, CFNP, RNVirginia Commonwealth Universitylhancock@vcu.eduwww.thewell.vcu.edu    ...
Social Norms  Marketing:A campus story         Linda Hancock FNP, PhD         Wellness Resource Center               quit@...
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POLL   How much do you know about    “social norms marketing”?1. Zippo, Zilch, Nothing2. A little, heard of it. Never ran ...
There are 3 types of marketing• 1. Product or Consumer Marketing   – Sells Products or Services• 2. Social Marketing   – C...
Marketing                  A science ‐based on research                   findings                  Consumer FocusedProduc...
Why does marketing work?Because Marketers know who their target audience is and they LISTEN to them.   Be consumer focused!
Creates an association between:                       your product                       and        =              somethi...
Who is the  targetaudience?
Why use Social Norms Marketing?•   Need to reach a large number of people.•   Limited $$$ and time.•   BECAUSE IT WORKS!• ...
POLL       Perception Question How many cups of coffee do you think most people drink per day?1.   None2.   One3.   Two4. ...
POLL    Real Behavior Question How many cups of coffee do you        drink per day?1.   None2.   One3.   Two4.   Three5.  ...
Research by Wes Perkins & Alan Berkowitz: Misperceptions about norms.    PERCEPTION                            GAP        ...
People tend to under-estimate health           &over-estimate un-health.
The 3 D’s of tobacco prevention              • DEGLAMORIZE              • DELEGITIMIZE              • DENORMALIZE
Deglamorizing
Delegitimizing
In health promotion, we inadvertently normalize             the unhealthy majority!
We mean well…..
It’s so easy to get negative with tobacco because tobacco is so harmful.                                It’s easy to alien...
P.I.E.(Positive, Inclusive, Empowering)       Let’s make him a non‐smoker,         he’ll last longer that way.
Social Norms Campaigns are              different!• For “how to” guides check out  –www.socialnorms.org• FIRST you need• B...
My Start:• Tobacco &The dreaded  dissertationMy title for it:• “They’re juststupid posters,but they seem to work!
www.smokefreeVCU.org
Benefits to              Social Norms marketing                           FIRSTLowhanging          Normalize NON-smokingfr...
VCU’s secondhand smoke pet campaign
www.yourstrategy.orgmedia library – posters available
A brief word on “Clickers”Audience Response Technology             “BLING”Brief Live Interactive Normative              Gr...
What is this?     Not…
POLL     Which has more cancer causing              chemicals?1. Cigarette smoke (filtered through cellulose)2. Hookah smo...
Water Pipesalso called “Hookah”
Hookah Materials         Maassel or mu’essel    (assal means honey in Arabic)Moist paste like mixture with 30% crude cut t...
Toxin Content of smoke  (single hookah session compared to a single cigarette) Chemical     HOOKAH        CIGARETTE       ...
www.thewell.vcu.edu
www.lgbtsmokefree.orgA high-risk population     for smoking!LGBTs smoke at rates 40% to almost 200%higher than the general...
How are you feeling? A little confused?
Summary & Resources• www.socialnorms.org• www.thewell.vcu.edu• www.smokefreeVCU.org              www.ATTACKtobacco.net
ATTACK Toolkit Projectwww.ATTACKtobacco.netAlex Tyannikov – Project Manageratyannikov@sacbreathe.org916-444-5900 x206Kimbe...
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
Attack Toolkit & Social Norms
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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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  • 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.
  • Attack Toolkit & Social Norms

    1. 1. ATTACK Toolkit & Social Norms Webinar 6/23/11 www.ATTACKtobacco.net
    2. 2. Social Norms PresenterLinda Hancock, Ph.D, CFNP, RNVirginia Commonwealth Universitylhancock@vcu.eduwww.thewell.vcu.edu www.ATTACKtobacco.net
    3. 3. Social Norms Marketing:A campus story Linda Hancock FNP, PhD Wellness Resource Center quit@vcu.edu www.thewell.vcu.edu
    4. 4. g{xç átç ÑxÉÑÄx uxz|Ç àÉ ÄÉÉ~ Ä|~x à{x|Ü Ñxàá‹
    5. 5. POLL How much do you know about “social norms marketing”?1. Zippo, Zilch, Nothing2. A little, heard of it. Never ran a campaign.3. A moderate amount.4. I could write a book!
    6. 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. 7. Marketing A science ‐based on research  findings Consumer FocusedProduct SocialMarketing MarketingGOAL: Sell Products  GOAL: Behavioror services change Social Norms Marketing (SNM) Goal: Promote healthy  social norms
    8. 8. Why does marketing work?Because Marketers know who their target audience is and they LISTEN to them. Be consumer focused!
    9. 9. Creates an association between: your product and = something people want a competitors product = and something people don’t want
    10. 10. Who is the targetaudience?
    11. 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. 12. POLL Perception Question How many cups of coffee do you think most people drink per day?1. None2. One3. Two4. Three5. Four6. Five or more
    13. 13. POLL Real Behavior Question How many cups of coffee do you drink per day?1. None2. One3. Two4. Three5. Four6. Five or more
    14. 14. Research by Wes Perkins & Alan Berkowitz: Misperceptions about norms. PERCEPTION GAP REALITY
    15. 15. People tend to under-estimate health &over-estimate un-health.
    16. 16. The 3 D’s of tobacco prevention • DEGLAMORIZE • DELEGITIMIZE • DENORMALIZE
    17. 17. Deglamorizing
    18. 18. Delegitimizing
    19. 19. In health promotion, we inadvertently normalize the unhealthy majority!
    20. 20. We mean well…..
    21. 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. 22. P.I.E.(Positive, Inclusive, Empowering) Let’s make him a non‐smoker, he’ll last longer that way.
    23. 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. 24. My Start:• Tobacco &The dreaded dissertationMy title for it:• “They’re juststupid posters,but they seem to work!
    25. 25. www.smokefreeVCU.org
    26. 26. Benefits to Social Norms marketing FIRSTLowhanging Normalize NON-smokingfruitBe positive Promotes demand Supports& for Cessation smoke-free policywelcoming Services change
    27. 27. VCU’s secondhand smoke pet campaign
    28. 28. www.yourstrategy.orgmedia library – posters available
    29. 29. A brief word on “Clickers”Audience Response Technology “BLING”Brief Live Interactive Normative Groups
    30. 30. What is this? Not…
    31. 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. 32. Water Pipesalso called “Hookah”
    33. 33. Hookah Materials Maassel or mu’essel (assal means honey in Arabic)Moist paste like mixture with 30% crude cut tobaccoFermented with approximately 70% honey, molasses and pulp of different fruits.
    34. 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 tarNicotine 2.96 mg 1.74 mg 1.7 times the nicotineCarbon 145 mg 17.3 mg 8.4 times theMonoxide carbon monoxide
    35. 35. www.thewell.vcu.edu
    36. 36. www.lgbtsmokefree.orgA 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. 37. How are you feeling? A little confused?
    38. 38. Summary & Resources• www.socialnorms.org• www.thewell.vcu.edu• www.smokefreeVCU.org www.ATTACKtobacco.net
    39. 39. ATTACK Toolkit Projectwww.ATTACKtobacco.netAlex Tyannikov – Project Manageratyannikov@sacbreathe.org916-444-5900 x206Kimberly Bankston-Lee – Senior Project Directorklee@sacbreathe.org916-444-5900 x211Breathe California of Sacramento-Emigrant TrailsSacramento, CAwww.SacBreathe.org www.ATTACKtobacco.net
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