This document summarizes a research project on social norms and risky behaviors among youth. It discusses: 1) Background on previous social norms interventions from 2007-2010. 2) Research aims to study misperceptions around peer behaviors, differences by gender/age/socioeconomics, and effective implementation. 3) Key findings showed that youth overestimate peer involvement in risks but most have positive attitudes and decision making. Feedback affirmed the approach and potential for partnership and commitment.

1. Truth about Youth ResearchTruth about Youth Research
Project/ConferenceProject/Conference
Andi Whitwham: PSHE ConsultantAndi Whitwham: PSHE Consultant
Bedford Borough CouncilBedford Borough Council

2. Background to social norms workBackground to social norms work
 Initial pilot 2007Initial pilot 2007
 Action research 2008/9Action research 2008/9
 SEF Conference 2008SEF Conference 2008
 Research project 2009/10Research project 2009/10

3. ProgrammeProgramme
 DataData
 Research aimsResearch aims
 History of interventions according to WesHistory of interventions according to Wes
Perkins!Perkins!
 ConferenceConference
 FindingsFindings
 FeedbackFeedback

4. Attitude question towards AlcoholAttitude question towards Alcohol

5. Perception question on attitude to young people and alcoholPerception question on attitude to young people and alcohol

6. Comparison to CannabisComparison to Cannabis

7. Perception of Cannabis use of other studentsPerception of Cannabis use of other students

8. Comparison to Illegal drugsComparison to Illegal drugs

9. Perception of illegal drug use of other studentsPerception of illegal drug use of other students

10. Have you ever carried a weapon inHave you ever carried a weapon in
school at any time?school at any time?

11. What action would you take?What action would you take?

12. Attitude towards sex and relationshipsAttitude towards sex and relationships

13. Have you ever had sexual intercourse?Have you ever had sexual intercourse?

14. Research project aims 2009/10Research project aims 2009/10
Broaden the scope of the study:Broaden the scope of the study:
 Young People over estimated perceptions of their peersYoung People over estimated perceptions of their peers
involvement in risky behaviours.involvement in risky behaviours.
 The majority of Young People have a positive attitudeThe majority of Young People have a positive attitude
and do engage in sensible decision making.and do engage in sensible decision making.
 Are there any gender/age/socio economic differencesAre there any gender/age/socio economic differences
which may affect delivery and development of socialwhich may affect delivery and development of social
norms work?norms work?
 How the approach can be used effectively in schools andHow the approach can be used effectively in schools and
communities.communities.

16. Native American WisdomNative American Wisdom
Tribal wisdom of the Dakota Indians,Tribal wisdom of the Dakota Indians,
passed on from one generation to the next:passed on from one generation to the next:
““When you discoverWhen you discover
you are riding a deadyou are riding a dead
horse,horse,
the best strategythe best strategy
is to dismount.”is to dismount.”

17. Because of much investment in ineffectiveBecause of much investment in ineffective
prevention strategies, often programs try a varietyprevention strategies, often programs try a variety
of ways to keep going with the dead horse:of ways to keep going with the dead horse:
Because of much investment in ineffectiveBecause of much investment in ineffective
prevention strategies, often programs try a varietyprevention strategies, often programs try a variety
of ways to keep going with the dead horse:of ways to keep going with the dead horse:
 Buying a stronger whip.
 Changing riders.
 Appointing a committee to study the horse.
 Visiting other sites to see how they ride dead horses.
 Appointing an intervention team to reanimate the dead horse.
 Hiring outside contractors to ride the dead horse.
 Providing additional funding to increase horse performance.
 Harnessing several dead horses together for increased speed.

23. Research Shows MisperceivedResearch Shows Misperceived
Youth Risk Behaviour Norms ExistYouth Risk Behaviour Norms Exist
 Across All School Age LevelsAcross All School Age Levels
 In All Countries Where InvestigatedIn All Countries Where Investigated
 Across Subpopulations of YouthAcross Subpopulations of Youth
 In Community Populations of YoungIn Community Populations of Young
AdultsAdults
 For Attitudes, Risk Behaviors, andFor Attitudes, Risk Behaviors, and
Protective BehaviorsProtective Behaviors

24. Findings from the projectFindings from the project
 SchoolsSchools
 InterventionsInterventions
 FlexibilityFlexibility
 PotentialPotential
 Partnership workingPartnership working
 CommitmentCommitment
 ResilienceResilience
 FundingFunding

25. Feedback from the ConferenceFeedback from the Conference
~~
 Truly inspirational Thank you!Truly inspirational Thank you!
 Wes Perkins presentation was superblyWes Perkins presentation was superbly
interesting and thought provoking. Will beinteresting and thought provoking. Will be
musing on it for some time!!!musing on it for some time!!!
 The social norms approach presents a rationalThe social norms approach presents a rational
way of dealing with the issues of riskyway of dealing with the issues of risky
behaviours of young people-it obviously worksbehaviours of young people-it obviously works
and the challenge is how we implement this on aand the challenge is how we implement this on a
large scale in the UK.large scale in the UK.
 Excellent conference. I really enjoyed it and lookExcellent conference. I really enjoyed it and look
forward to further developing this work.forward to further developing this work.

26.  Fantastic conference-useful in so many aspects.Fantastic conference-useful in so many aspects.
Certainly food for thought and aim to change myCertainly food for thought and aim to change my
working practice to relate to social norms data.working practice to relate to social norms data.
 Excellent day. Lets hope future funding enablesExcellent day. Lets hope future funding enables
us to embrace this-lets make it work!us to embrace this-lets make it work!
 Excellent day! Thoroughly enjoyed allExcellent day! Thoroughly enjoyed all
presentations and workshops.presentations and workshops.
 Professor Perkins was fascinating to listen toProfessor Perkins was fascinating to listen to
and opened my eyes to a whole new way ofand opened my eyes to a whole new way of
thinking. I was engaged by his stats which isthinking. I was engaged by his stats which is
unusual for me and could have spent the wholeunusual for me and could have spent the whole
day listening to his theories.day listening to his theories.

30. Get Over It 85
In Swindon, 60 % of young
people said that if one of
their friends ’came out’, they
would be supportive
Condoms 90
In Swindon, 90% of young
people think you should
always use a condom even
if the girl is on the pill.
Sex Can Wait 80
In Swindon, 80% of young
people have never had sex.
Chlamydia 55
In Swindon, 90 % of young
people think you should
always use a condom to
protect against STIs.

41.  Studies have shown thatStudies have shown that social normssocial norms areare
much more important than policy makersmuch more important than policy makers
have traditionally assumed.have traditionally assumed.
 People are deeplyPeople are deeply influencedinfluenced by theby the
behaviour of those around them - and publicbehaviour of those around them - and public
policy should reflect that.policy should reflect that.
 We need to beWe need to be smartersmarter about howabout how
information is presented to ensure messagesinformation is presented to ensure messages
really hit home.really hit home.

42.  AdvertisingAdvertising social normssocial norms cancan snapsnap peoplepeople
out of fantasy that their drinking, smoking orout of fantasy that their drinking, smoking or
eating habits are the same as everyoneeating habits are the same as everyone
else’s.else’s.
 Working withWorking with communities and schoolscommunities and schools toto
develop young people’sdevelop young people’s confidence andconfidence and
self-esteemself-esteem..
 EmpoweringEmpowering them to take better decisionsthem to take better decisions
when young, so that they enjoy greaterwhen young, so that they enjoy greater
healthhealth andand well-beingwell-being through life.through life.

43.  TheThe majoritymajority of young people who don’t takeof young people who don’t take
illegal drugs and do not get blind drunk on aillegal drugs and do not get blind drunk on a
Friday night are celebrated.Friday night are celebrated.
Andrew Lansley Secretary of StateAndrew Lansley Secretary of State
for Public Health, Faculty offor Public Health, Faculty of
Public Health Conference JunePublic Health Conference June
20102010

44.  We have read that this approach worksWe have read that this approach works
 We know that it worksWe know that it works
 What now?What now?
Thank you for listeningThank you for listening