How much does a social norms marketing campaign cost?
This is not an easy question to answer because it can vary based upon a number of factors. Some of the factors that enter into the fiscal equation associated with social norms marketing include: 1. Size of the community and focus audience 2. How well you adhere to the process of social norms marketing 3. Type(s) of media selected 4. Intended dosage and saturation levels of media 5. Community involvement and use of “leveraged” resources within the community A large campaign with sustained effort can carry a significant price tag. But what you should be focused on is the dollar-cost per person as measured through a reduction in the negative behavior you are attempting to address. If you only focus on the cost of the initiative, and continue to look at the process of social norms marketing from the same perspective as other educational methods, you will surely not get a program off the ground due to its initial “sticker shock.
