The document discusses norm engineering and how social norms can be influenced through various methods like media signals, influencer signals, and institutional signals. It describes a case study in Rwanda where radio soap operas were used to help reconcile ethnic groups and reduce violence by changing perceptions of social norms. Clinical studies showed that while individual minds may not change, altering the perceived social norm can change behaviors. The document advocates focusing communication on solutions rather than problems to help engineer norms that create a more positive world.

1. VERSION 8.0
Brian Fitzgerald
Tommy Crawford
Dancing Fox
www.dancing-fox.com
Indoor Smoking Bans, Rwandan Soap
Operas, & Fake News:
Norm Engineering

2. VERSION 8.0
Let’s start with a Question

3. VERSION 8.0
True or False:
The Earth is Flat

4. VERSION 8.0
True or False:
Pigs can fly

5. VERSION 8.0
True or False:
Nuclear power is safe

6. VERSION 8.0
True or False:
The United Nations once staged a
reality TV
programme in Somalia?

7. VERSION 8.0

8. VERSION 8.0
OMG NORM ENGINEERING!

9. VERSION 8.0
WARNING
NOT AN EXPERT

11. Social change happens when:
A critical mass turns a fringe behaviour into a norm

15. VERSION 8.0
GENIUS
GENIUSBETSY LEVY PALUCK

16. VERSION 8.0
Hate radio stirs up
ethnic violence between
Hutus, Tutsis, and Twas.

17. VERSION 8.0
Response:
Rwanda Reconciliation
Soap Opera

18. VERSION 8.0
Clinical Study:
Placebos, Controls, and
Experiments

19. VERSION 8.0
Result:
Not one Mind Was
Changed

20. VERSION 8.0
Result:
But perception of NORM
changed

21. VERSION 8.0
Result:
And THAT changed
behaviour

22. VERSION 8.0
OTHER STUDIES:
Influencers in High
School vs Bullying

23. VERSION 8.0
OTHER STUDIES:
Impact of US Supreme
Court ruling on marriage
equality

24. VERSION 8.0
Ways to
hack
The Norm

25. VERSION 8.0
Institutional
Signals

26. VERSION 8.0

27. VERSION 8.0
X
X X X
X
X
X
X X XX
X
XX
XX

28. VERSION 8.0
Influencer
signals

29. VERSION 8.0
Be Gone!

30. VERSION 8.0
Media
signals

31. VERSION 8.0

32. VERSION 8.0
QUESTION:
WHAT ARE THE RIGHT
STORIES FOR CALLING AN
ALTERNATE WORLD INTO
BEING?

33. VERSION 8.0
LESS PROBLEM MORE SOLUTION
LESS CHALLENGE MORE WIN
LESS MONSTER MORE HERO

34. VERSION 8.0

35. VERSION 8.0
Brian Fitzgerald
Tommy Crawford
www.dancing-fox.com
misterfox@dancing-fox.com
Let’s get better at making a more beautiful world.

36. VERSION 8.0
Sources & More:
• Invisibilia Podcast
• Betsy Levy Paluck
• Inspiring Sustainable Behaviour: 19 Ways to Ask for Change
• The You Are Not So Smart Podcast