BDHS SOCIAL NORMS
Debb Lins ~ District AODA coordinator
Jill Sarnow ~ SAP/AODA coordinator for BDHS & DSLA
SADD student reps: Sara Himmelspach & Abby Lane
Poster designer: Courtney Bloomer
WHAT IS A “SOCIAL NORM”?
What
society views as normal and
acceptable.
SOCIAL NORMS THEORY:
States that individual behaviors are influenced
by misperceptions of how peers think and act.
The theory states that over estimating
problem behaviors discourages healthy
behaviors. Correcting these misperceptions by
promoting actual norms can result in decreased
negative behaviors and increased prevalence of
healthy protective behaviors. (Perkins, H. W. &
Berkowitz, A. D. (1986)
BDHS SOCIAL NORMS PROJECT
Students overestimate the percentage of their
peers who use alcohol, tobacco & other drugs.
When students overestimate, they can justify
peer use AND are more likely to use themselves.
Our project will be used to challenge and correct
students’ misperceptions of peer alcohol &
other drug use.
The BDHS Social Norms Project will utilize
marketing strategies to correct misperceptions.
SOCIAL NORMS MARKETING
Has been widely used throughout the past
several decades in many disciplines as a behavior
changing strategy. Social norms marketing is the
adaptation of commercial marketing technologies
to programs designed to influence the voluntary
behavior of target audiences.(Andreasen, A. R.
(1994).
Student volunteers created posters which were
voted on by focus groups as to which ones were
most likely to get attention.
SOCIAL NORMS PROJECT EXISTS AS ONE
OPTION, ONE RESEARCHED THEORETICAL
APPROACH, TO REDUCE ALCOHOL, TOBACCO,
AND OTHER DRUG (ATOD) USE AMONG
TEENAGERS.
Correct
Misperceptions
Decrease
ATOD
Use
Increase
Use of
Normative
Statement
Increase
Discussion
with
Students
YOUTH RISK BEHAVIOR SURVEY (YRBS)
All of the following statements were taken from
questions completed by students who took the
2009 YRBS (A survey completed each year to
help us better understand what areas our
students need assistance in).
The “N” for this campaign is 797 ~ This is the
number of “viable” surveys used. Some surveys
were not considered valid and therefore their
responses were discarded.
IN THE LAST 30 DAYS, WHAT PERCENTAGE OF
BDHS STUDENTS DID NOT RIDE IN A VEHICLE
DRIVEN BY SOMEONE WHO HAD BEEN DRINKING
ALCOHOL?
1.
2.
3.
4.
22%
90%
73%
56%
0%
1
0%
2
0%
3
0%
4
_____ OUT OF 10 BDHS STUDENTS DROVE
WHEN THEY HAD BEEN DRINKING
ALCOHOL (IN THE LAST 30 DAYS).
1.
2.
3.
4.
6
Less than 1
Only 3
4
0%
1
0%
2
0%
3
0%
4
ACCORDING TO THE 2009 YOUTH RISK
BEHAVIOR SURVEY (YRBS), ______ BDHS
STUDENTS DID NOT DRINK ALCOHOL IN THE
LAST 30 DAYS.
1.
2.
3.
4.
1000
506
456
704
0%
1
0%
2
0%
3
0%
4
ALMOST ______ OF BDHS STUDENTS FEEL
PARENTS DISAPPROVE OF THEIR TEENS
DRINKING ALCOHOL.
1.
2.
3.
4.
2/3
1/2
7/8
1/3
REMEMBER! This
is from a students
perception, data not
taken from parents.
0%
1
0%
2
0%
3
0%
4
WHAT ABOUT THE % USING?
For those students who are making poor choices
and need help, there are other services provided
by the district:
K – 12 AODA Curriculum
Student Assistance Programs (SAP)
Wrap around services
School counselors, social workers, psychologists, nurses,
and referrals to community agencies
State ATODA grant ~ Got the ball rolling with
the selection of Youth Risk Behavior Survey
(YRBS) questions to use for the campaign in
Beaver Dam.
Safe Schools/Healthy Students Grant ~ Began
a Social Norms Campaign on a small scale at
the middle school last year.
Grant to Reduce Alcohol Abuse ~ driving force
behind the implementation of the SNC at the
high school late this school year.
Five Components
Violence Prevention
Alcohol ,Tobacco, and Other Drug Prevention
Improve Academic and Social Success for all students
Increase Mental Health Access & Decrease Stigma
Improve School Readiness skills for young children
SSHS Middle School Social Norms
Campaign
• The 2009/2010 campaign revolved around
smoking. The statistic the students used was
91.9% of Beaver Dam Middle School Students
have never had a cigarette.
• This year the focus is on bullying and
bystanders. Helping Middle School students
understand the power they have to prevent
and stop mistreatment of others.
The Grant to Reduce Alcohol
Abuse (GRAA)
•
Was written as an extension of the SS/HS grant to
help with the Alcohol, Tobacco, and other drug
prevention piece of the grant.
•
One of only 8 federally funded GRAA grants in
the country in 2010
•
We have a consortium consisting of 6 districts:
Beaver Dam, Dodgeland, Horicon, Hustisford,
Lomira, and Waupun
●
The Dodge County Visionaries will promote healthier
lifestyles by reducing the number of students that
believe underage alcohol consumption is acceptable,
reducing the number who binge drink, and by
eliminating underage drinking and driving. The Dodge
County Visionaries will develop additional
partnerships with communities and civic groups,
working closely with parents and community
members to model responsible behaviors regarding
alcohol consumption.
The Dodge County Visionaries will strive to
raise standards for youth and adults by
impacting social attitudes to eliminate high
risk behaviors, primarily alcohol consumption,
and encourage alternative choices for achieving
a safe and healthy lifestyle.