1007.0 Social Norms Approach: An evidence-based strategy to change health-related behaviors

Saturday, November 7, 2009: 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 and former Social Norms Coordinator at the University of Virginia. 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. Together with Dr. bauerle, Lydia Killos, PhD, will focus on social norms marketing at the institutional (e.g., school, workplace) and community (including statewide) level. Dr. Killos, Research Coordinator of the National Social Norms Institute has been working with nine schools across the country 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 Social Norms Approach looks to break down some of the barriers between health and social issues, focusing on the common thread of the intended audience. 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 five 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 5-step of the Social Norms Approach 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.

1:30 PM
Opening and Social Norms Theory
Jennifer Bauerle, PhD
2:00 PM
Social norms approach
Jennifer Bauerle, PhD
2:30 PM
Marketing Model Part I
Lydia F. Killos, PhD
3:15 PM
Marketing Model Part II
Lydia F. Killos, PhD
3:45 PM
Adrienne E. Keller, PhD

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

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

CE Credits: Medical (CME), Health Education (CHES), Nursing (CNE), Public Health (CPH)