Social norms marketing campaign: a case study of Smithfield High School
Coleman, Patrick J
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From 2006 to 2009, a Social Norms Marketing campaign was initiated and implemented in Smithfield High School by the Student Assistance Counselor. This public health intervention focused on changing student misperceptions of tobacco, marijuana, and alcohol use by their peers. By changing student perceptions, and providing information about the actual use of these substances the Social Norms Marketing campaign intended to change student use behaviors. Smithfield High School students were surveyed every year during the Social Norms Marketing campaign. The results show that the Social Norms Marketing campaign had little to no effect on changing student perceptions or use of tobacco. The campaign strategies did show efficacy in producing changes in student perceptions of marijuana and alcohol. Student perceptions of marijuana use decreased by approximately 10%, and actual student non-use of marijuana increased by 4%. Furthermore, as student perceptions of alcohol use decreased by 15%, actual alcohol use also decreased by approximately 15% from 2006 to 2011.
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