1014.0 Social Norms Marketing: An Evidence-based Strategy to Change Health-related Behaviors

Saturday, November 3, 2007: 1:30 PM
LI Course
CE Hours: 3 contact hours
Statement of Purpose and Institute Overview: The purpose of this Institute is to provide participants with the tools and foundational experience needed to design, implement and evaluate a successful social norms marketing intervention. Social norms marketing combines social norms theory with social marketing techniques to address public health issues in which the common perceptions of attitudes or behaviors differ significantly from the reality of attitudes or behaviors. Such issues include alcohol use, safe sex practices, smoking, vaccination and other preventive health practices, as well as cultural and racial/ethnic stereotypes. The course begins with social norms theory and the five-step model, derived from marketing research, for conducting a successful social norms marketing intervention, taught by jennifer bauerle, Ph.D., Director of the National Social Norms Research Institute. The five step model includes identification and characterization of the audience, collection of valid data, design and delivery of the message, implementation issues such as market penetration and saturation, and evaluation of the quality and impact of the intervention. Linda Hancock, FNP, PhD, will focus on social norms marketing at the institutional (e.g., school, workplace) and community (including statewide) level. Dr. Hancock, Director of the Office of Health Promotion at Virginia Commonwealth University, has pioneered the use of audience response technology (“clickers”) in social norms marketing and, with Jeff Linkenbach, Director of the Montana Social Norms Project, has taught the 7-Step Montana Model of Social Norms Marketing (Montana Model), developed to expand the application of social normative theory to prevention practice. Health issues such as teen pregnancy, alcohol use/abuse, and illicit drug use have traditionally been treated as singular issues, with separate interventions. The Montana Model looks to break down some of the barriers between health and social issues, focusing on the common thread of target population. Adrienne Keller, Ph.D., Research Director of the National Social Norms Research Institute, will teach evaluation of a social norms marketing intervention, including qualitative and quantitative strategies to assess process, impact and outcome, as well as the creation of a logic model to guide evaluation and integrate evaluation into project design and delivery. Participants will learn protocols for conducting focus groups, criteria for determining the internal and external validity of survey data and sampling strategies. Throughout the half-day, participants will have the opportunity to apply new information in experiential learning exercises. Course materials include paper and electronic resources to ensure that participants can implement high quality social norms marketing interventions in their settings.
Session Objectives: 1a. Upon completion of this course, the participant will be able to list the seven assumptions of social norms theory. 1b. Upon completion of this course, the participant will be able to explain the importance of each step to designing an effective marketing strategy. 2. Upon completion of this course, the participant will be able to apply the 7-step Montana Model of Social Norms Marketing to interventions that require systemic coordination of media-based prevention strategies. 3a. Upon completion of the course, the participant will be able to define process, outcome and impact evaluation in terms of social norms marketing interventions. 3b. Upon completion of the course, the participant will be able to employ a logic model to design project evaluation.

2:00 PM
Marketing Model
Jennifer Bauerle, PhD, Linda Hancock, FNP, PhD and Adrienne E. Keller, PhD
2:30 PM
Montana Model
Linda Hancock, FNP, PhD
3:15 PM
Audience response technology
Linda Hancock, FNP, PhD
3:45 PM
Adrienne E. Keller, PhD
4:45 PM
Summary & Evaluation
Jennifer Bauerle, PhD

See individual abstracts for presenting author's disclosure statement and author's information.

Organized by: APHA-Learning Institute (APHA-LI)

CE Credits: CME, Health Education (CHES), Nursing