Hailed by The New York Times Magazine as one of the most significant ideas of 2001, Social Norms Marketing is based on the central concept of social norms theory – that much of people’s behavior is influenced by their perceptions of what is “normal” or “typical.” Basically, we do what we think the majority of others are doing. The problem with this is that youth often severely misperceive the typical behaviors or attitudes of their peers – the youth tend to think others are behaving more maladaptively than they actually are! For example, if students believe the majority of their peers smoke, then they are more likely to smoke. Using social norms marketing to inform people that the majority of their peers do NOT smoke, has increased the likelihood of those same people not smoking.

There are many areas in which behaviors, attitudes or opinions could be shifted by using the strategic marketing of social norms to realign their perceptions with reality:

• Smoking
• Drinking
• Drinking and Driving
• Sexual Activity
• Drug Use
• Violence

Social Norms Approach

Through a series of student focus groups, we discovered the intriguing information for middle and high school students is brain development. During the developmental stages of the human brain, up to age 25, teens decision making and judgment, has not reached its full capacity. So, the ability to determine or to make informed and mature decisions concerning sexual practices, like the protection against any STD, is usually compromised or postponed until the full development of the brain.

HIV education needs to take place before young people engage in sexual behaviors that put them at risk. Parent communication and monitoring may play an important role in reaching youth early with prevention messages. –CD

The Social Norms Approach will aid our young populations in school thru the BEAT