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Question: Is social norms marketing the same thing as media advocacy? Answer: Social norms marketing and media advocacy are two different strategies. Media advocacy is the strategic use of mass media to support community organizing to advance a social or policy initiative. While media advocacy efforts may take many forms, often they involve organizing attention-getting events to stimulate news coverage of an issue.Social norms marketing uses survey data collected on individual campuses to educate students about the actual level of drinking on that campus among their peers. It has been shown that students consistently overestimate the level of drinking among their peers, which then creates pressure to drink up to the norm. Once students misperceptions of the norm are corrected, drinking levels on campus appear to go down by about 20%.

How does social norms marketing work? The process works by collecting data on the actual versus perceived behavioural norms. If there is an over-exaggeration of the norms, then media materials and messages are developed to communicate the true norms that exist. By continuing to broadcast the true norms, the myth that everybody is doing it is slowly eroded away until the group realizes that the majority are healthy and drug free.Answer: Social marketing is the application of commercial marketing and advertising principles to the design and implementation of mass media campaigns to advance social causes.

What is social norms marketing? Social norms marketing uses survey data collected on individual campuses to educate students about the actual level of drinking on that campus among their peers. It has been shown that students consistently overestimate the level of drinking among their peers, which then creates pressure to drink up to the norm. Once students misperceptions of the norm are corrected, drinking levels on campus appear to go down by about 20%. (see examples above)Social marketing is the practice of applying marketing techniques to socially useful products. Social marketing has been successfully employed by Population Services International (PSI) to disseminate the SWS in Bolivia, Madagascar, Zambia, Tanzania, Rwanda, Malawi, Kenya, India, and Afghanistan.

Question: What is a social norms marketing campaign? Answer: If misperceived norms are leading to increased drinking behavior, it makes sense that informing students of actual drinking norms may reduce student drinking. A social norms marketing campaign about high-risk drinking attempts to correct student misperceptions of drinking norms to reflect actual drinking patterns on campus. Social norms is the topic of the campaign, while social marketing is the process used to disseminate information about campus norms.Answer: While there has not yet been definitive research on the effectiveness of social norms marketing campaigns, several schools have implemented such campaigns with encouraging results. (For more information, visit What Schools Are Doing.

Question: How expensive is a social norms marketing campaign? Answer: The cost of a social norms marketing campaign varies depending on the media used (college newspaper, posters, flyers, TV or radio public service announcements) and the length of time the campaign takes place.The Stall Seat Journal is a social norms marketing campaign which focuses on UVa first years. The information on the posters is specific to first years and the posters therefore go up only in the bathrooms of the first year dorms. There is another campaign, the Hoo Knew? Grounds-wide campaign that is located in the UVa buses, on the Corner and around Grounds.

Social Media FAQ #6: Who “Owns” the Social Media Program? I?ve started a new series, called Social Media Frequently Asked Questions. It?s a collection of the top asked questions I hear over and over. I?m putting them here on my blog is a great place to help everyone quickly get educated, convince their boss, or be able to help their clients get over these hurdles, so please, pass them around.Answer: The cost of a social norms marketing campaign varies depending on the media used (college newspaper, posters, flyers, TV or radio public service announcements) and the length of time the campaign takes place.The Health Promotion survey is administered annually to a random stratified sample of UVa undergraduate students via a web-based application.

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