Publications & Research
Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign
This study evaluated a social norms media marketing campaign in Montana targeting 21-to-34-year-olds to reduce drinking and driving. Using a quasi-experimental design, regions were assigned to campaign, buffer, and control groups. Over 18 months, phone surveys showed the campaign reduced misperceptions, increased designated driver use, and decreased drinking and driving in intervention areas. The findings highlight the effectiveness of social norms marketing in changing public health behaviors.
Engaging Men as Social Justice Allies in Ending Violence Against Women: Evidence for a Social Norms Approach
The field of sexual assault prevention is shifting attention to educational interventions that address the role of men in ending violence against women. Data from this study suggest that men underestimate the importance that most men and women place on consent and willingness of most men to intervene against sexual violence.
Positive Childhood Experiences and Adult Mental and Relational Health in a Statewide Sample
This study investigates how positive childhood experiences (PCEs) affect adult mental and relational health, especially amid adverse childhood experiences (ACEs). Data from the 2015 Wisconsin Behavioral Risk Factor Survey show that adults with more PCEs had significantly lower odds of depression and poor mental health (D/PMH) and higher odds of strong social and emotional support (ARSES), regardless of ACE exposure. Promoting PCEs may reduce the negative impacts of ACEs, highlighting the importance of nurturing positive childhood environments to improve adult well-being.
MN Positive community norms report
Over the past decade, 25 Minnesota school districts implemented the Positive Community Norms framework, funded by federal grants, to reduce youth alcohol use. The initiative proved successful, with significant decreases in alcohol use among students. In the first cohort (2004-2010), 9th-grade 30-day alcohol use dropped from 35.5% to 22%, and further to 14% by 2013. The second cohort (2010-2016) saw a decrease from 25.9% to 17.2%. These results demonstrate the framework's effectiveness in reducing youth alcohol consumption.
Reduction of Youth Monthly Alcohol Use Using the Positive Community Norms Approach
This study evaluated the Positive Community Norms (PCN) approach in 11 Minnesota school districts over five years to correct misperceptions about peer alcohol use and reduce monthly alcohol consumption among high school students. Annual assessments showed that 8th- and 10th-grade students in PCN communities were more likely to report never using alcohol compared to a national comparison group. These results demonstrate that the PCN approach effectively corrects misperceptions and reduces teen alcohol use at the community level.
Cultural cataracts: identifying and correcting misperceptions in the media
This paper is designed for practitioners of the social norms approach, offering insights on identifying and correcting media-induced misperceptions of health norms. Instead of covering media basics, which are extensively documented in health communications literature, this article focuses on applying media skills within the social norms framework to address misperceptions of youth fostered by the media.
Youth Misperceptions of Peer Substance Use Norms: A Hidden Risk Factor in State and Community Prevention
Effective community prevention of substance abuse integrates various risk and protective factors. This study examined if youth perceptions of peer substance use norms are a significant risk factor in Wyoming's statewide prevention efforts. Analyzing data from over 8,000 students, the findings revealed that these misperceptions are a significant risk factor, comparable to others. Measuring these misperceptions is crucial for strategic community prevention efforts.
Primary Prevention Planning & Implementation (P&I) grants: An Overview & Outcomes Achieved
P&I grants aim to reduce underage alcohol consumption and enhance community capacity for ATOD prevention through five-year programs. These grants provide training and technical assistance to prepare communities for ongoing prevention efforts and eligibility for Federal Drug-Free Community grants. Community coalitions from 14 sectors conduct training, compliance checks, implement school programs, and promote youth collaboration, using a five-step strategic planning process that incorporates Positive Community Norms and the Science of the Positive framework.
COMMUNITY PREVENTION IN MINNESOTA
In 2005, the Minnesota Department of Human Services launched a new strategy to reduce youth alcohol use by funding community-based efforts. Nine communities with high alcohol use rates received Planning & Implementation (P&I) grants to implement evidence-based practices. From 2006 to 2011, these communities saw a 30% reduction in youth alcohol use, significantly closing the gap with the state average. This contrasted with a 21% reduction statewide, demonstrating the effectiveness of the P&I approach.
Reducing youth alcohol use through Positive Community Norms in Minnesota
The Positive Community Norms framework engages students, parents, teachers, and the entire community to foster healthier behaviors. Based on the "Science of the Positive," it uses data to bridge the gap between perceived and actual norms. By emphasizing positive behaviors, it counters the common misconception that negative behaviors are more prevalent. This approach has proven effective nationally in addressing health and safety issues such as traffic safety, underage drinking, binge drinking, and child maltreatment.