What are the essential elements of a well designed social norms intervention?
The essential elements of a well-designed social norms marketing intervention can be divided into five stages: I. Initial Planning Stage Define the issue, establish measurable goals and outcomes, research the issues of data collection and analysis, inform stakeholders about the social norms approach, assess staff and funding. II. Data Collection Stage Use relevant data-gathering methodologies to collect data about the target population. The essential measures are: Typical behaviors and attitudes; perceptions of peers’ typical behaviors and attitudes; protective behaviors; negative consequences; and exposure to social norms messages. Analyze data to identify protective, healthy behaviors already prevalent in the target population. Prepare for process evaluation of project implementation. Key measures include: message dosage delivered, message dosage received, target audience comprehension of the message(s), contamination by competing and contradictory messages. II. Strategy Development
