The document discusses using social norms marketing to de-normalize smoking and reduce tobacco use. It notes that people's behavior is strongly influenced by perceived norms (what they think others do), not just actual norms. Effective interventions include both changing individual behaviors and social/physical environments to make smoking less acceptable and accessible. The document proposes using local data to show communities accurate norms of low smoking and smoke-free homes/cars to reshape perceptions and social norms around tobacco use.

1. Scott Crosby Regional Social Marketing Manager [email_address]

3. 1936: A Philip Morris advert states: “their (group of doctors) tests proved conclusively that on changing to Philip Morris, every case of irritation due to smoking cleared completely or definitely improved”

4. Applying MINDSPACE Norms : People’s behaviour is largely based on what they think others believe and do (perceived norms) than on the real beliefs and actions (actual norms) of other people. People tend to change their behaviour to conform when they receive credible information about the actual behaviour of the community from a trusted source. Messenger : people are heavily influenced by who communicates the information.

5. The challenge and opportunity Smoking represents one of our biggest public health challenges The Marmot Review published in 2010 recognises that tobacco control is central to any strategy to tackle health inequalities as smoking accounts for approximately half of the difference in life expectancy between the lowest and highest income groups. Tobacco use is a highly complex behaviour that is particularly resistant to change. Councils are well equipped to take a holistic approach to de-normalising tobacco use in communities.

6. Changing behaviour Prevalence rates are unlikely to shift unless there is a commitment to sustained action that focuses on changing community/social norms to de-normalise smoking. Robust evidence over the past 50 years has identified effective interventions to reduce smoking prevalence. Changing individual behaviour, eg cessation services. Changing the environment around both smokers and non-smokers eg influencing social norms so that tobacco use is less acceptable, less desirable and less accessible

7. Social Norms We generally do what we see or think others are doing but an important twist is that our estimate of what other people are doing is often distorted ‘ We will encourage local communities to reshape social norms so that tobacco becomes less desirable, less acceptable, less, less accessible’ ‘ The more that smoking is seen to be a normal part of everyday life, the more likely it is that young people will take it up’ DH Healthy lives, healthy People A Tobacco Plan For England

8. Which one do you remember?

11. What message is this sending?

12. Overall, smokers in the survey thought that 60% of ‘people around here smoke’. Just under half (47%) thought that ‘families around here allow smoking in the home’. Pre testing social norms survey But the reality is… 23% of Y&H Smoke - highest smoking prevalence in R&M Hull (38%). [IHS, July-June 2010]] 80% of people in Y&H have a smokefree Home (73%) have a smokefree car. [YouGov]

13. The social norms approach differs from traditional approaches:- does not use ‘hard hitting scare tactics’. uses only positive images and science based statistics. focuses on healthy behaviours and attitudes. does not use images of negative behaviour (i.e. cigarettes or smoking). involves the local community in designing & collating local data and exposing misperception. Not draconian or directive, but in a simple format presents the information on actual healthy behaviour to the community.

14. Summary of pathfinders Preparation Data collection Data analysis at baseline Intervention Follow-up Evaluation Community Pop, Houses Ethnic mix Leeds Seacroft 12238 4686 North 6196 South 1960 95% White British Scunthorpe North 23482 9000 9% BME: home to majority of Bang, Pak, Indian in NL Dewsbury West 19851 18,500 70% white; 23% Pak, 3% Indian Northeast Linc: Five Ways 36,000 15,280 98% White British Wakefield Featherstone 10000 British White Sheffield Southey, Owlerton 31220 13600 96% white British Calderdale Council 4334 (1334 R&M) Ethnic mix probably white British Rotherham Treeton 2514 750 99.4% white Hull Thorton Estate 4000 2700 65% British Barnsley Thurnscoe 9341 99% British

15. * Source: Independent survey by Tangible Branding Limited, February 2010. In blind head-to-head tests between Costa's Flat White and a Flat White from Starbucks, 62% of respondents who identified themselves as 'Coffee Lovers' preferred Costa's Flat White. Total sample size 157. Number of participants identifying themselves as coffee lovers: 84.