How does social norms marketing work?
The process works by collecting data on the actual versus perceived behavioural norms. If there is an over-exaggeration of the norms, then media materials and messages are developed to communicate the true norms that exist. By continuing to broadcast the true norms, the myth that everybody is doing it is slowly eroded away until the group realizes that the majority are healthy and drug free. When this positive message is sustained for a year or two, the negative health behaviors of the group begin to shift downward to reflect the healthier majority behavior.
