Docstoc

norms

Document Sample
norms Powered By Docstoc
					                 ®


   Virginia
APRIL 20, 2010
Slide Title
              Jim Campain
              Red Truck LLC
              Training, Management & Consulting
              jimcampain@comcast.net


              Jan Campain
              Red Truck LLC
              Training, Management & Consulting
              jancampain@comcast.net
         GOAL FOR TODAY:

• Demonstrate how school climate, culture
 and connectedness can be improved
 through a student-implemented,
 adult-facilitated social norms campaign
Today’s Presentation:
   • School Climate & Culture
   • Social Norms Campaign
   • Putting It All Together
   • Review, Q & A
Strengthening Connections: The Whole
  Child, Family, School and Community

 Partnership is the ability to work together
 toward a common vision; the ability to
 direct individual accomplishment toward
 organized objectives. It is the fuel that
 allows common people to attain
 uncommon results. Simply put, it is less
 “me” and more “we”.
                Defining Terms

School climate- the “feel” of a school,
expressed and evident, in the feelings and
attitudes of students, staff and parents about
spending my day here; both the reality and the
perception of the school as a place to work and
learn.
                Defining Terms

School Culture- reflects the shared ideas,
assumptions, traditions, values and beliefs that
give the school it’s identity and standard for
expected behavior; the written rules and
unwritten norms which group members
adhere to in order to remain
in good standing.
                Defining Terms

School Connectedness-The belief by students
that adults in the school care about their
learning as well as about them as individuals.

(Research indicates that connectedness is one
of the few factors that consistently and
positively influences social, health and
educational outcomes for adolescents.)
Wingspread* Declaration on School Connections
                 (See Worksheet)
1.Critical Requirements for Feeling Connected

1.Critical Accountability Measures

1.Promotes & Encourages Increased Student
Connections to School

4.Mitigates a Variety of Negative Behaviors
                    *Center for Adolescent Health &
Development,
                     University of Minnesota
What Are the Common Threads That Run
Through a School Where Students Feel
Connected?
•High standards & expectations with academic support
•Fair & consistent disciplinary policies
•Trusting relationships among students, staff & families
•Hiring & supporting quality educators
•Fostering high parent expectations for school
performance and completion
•Ensuring that every student feels close to at least one
supportive adult
        “THERE”
   HEALTHY CLIMATE & CULTURE




THE ROAD=THE RESEARCH




                 SOCIAL NORMS
                 CAMPAIGN
Today’s Presentation:
   • School Climate & Culture
   • Social Norms Campaign
   • Putting It All Together
   • Review, Q & A
“The heated question of whether or not social norms
marketing works has been definitely answered with
recent comprehensive evaluations. Moreover, we
have moved beyond debating whether or not social
norms works and have entered a new era in which we
identify the conditions under which social norms
approaches are most likely to have significant impact
on the behaviors targeted.”


   Clayton Neighbors, Ph.D. in his address to the 2008 National
Social Norms Conference in San Francisco entitled “The End of
                   an Error-New Frontiers for Social Norms”
“No resource is more powerful and
accessible than the persuasion of the
people who make up our social networks.”
“Smart influencers appreciate the amazing
power humans hold over one another, and
instead of denying it, lamenting it, or
attacking it, influencers embrace and enlist
it.” Influencer…The Power to Change Anything
                      McGraw Hill Publishing


              What does the above concept look
              like???
              ***YouTube: Power of Conformity***
     Theory of Planned
  Behavior/Reasoned Action
“A person’s behavior is determined
by his/her intention to perform a
behavior that he/she thinks significant
others will evaluate as positive.
Specific attitudes toward this
behavior can be expected to predict
that behavior.”
                                Icek Ajzen
TRY THIS ON!!!

                 Have YOU ever
                 behaved
                 in a way that
                 YOU hoped
                 would cause a
                 significant
                 person to think
                 highly of you?
        Perception and Reality
“AsI researched, I became particularly interested
 in how perceptions are formed, how they
 govern the way we see, and how the way we
 see governs how we behave.

 It taught me that we must look at the lens
 through which we see the world, as well as at
 the world we see, and that the lens itself
 shapes how we interpret the world.”

                                      -Stephen Covey
“Culture is the accumulation of behaviors
and beliefs that characterize a group of
people. It is comprised of attitudes,
symbols, language, rewards, expectations,
customs, and values that define the
experience and context of those people.”

                             George Barna
    Perception and Reality
• Social Norms Theory:
 Behavior is influenced by correct or
 incorrect perceptions about how
 other members of our social group
 think and act.

 The theory predicts that
 misperceptions may cause problem
 behavior to increase and healthy
 behavior to decrease.
      Social Norms Approach
Essentially, the social norms approach:
• uses a variety of methods to correct negative
  misperceptions (usually overestimations of
  use)
• identifies, models, and promotes the healthy,
  protective behaviors that are the actual norm in
  a given population.
When properly conducted, it is:
• an evidence-based, data-driven process, and
• a very cost-effective method of achieving large-
  scale positive results.

                       Social Norms Resource Center
 Causes of Misperceived Norms

• Attribution Theory
• Social Conversation
• Cultural Media
• Pluralistic Ignorance
• False Consensus
• Inferred Justification
     Perception and Reality
   in Social Norm Campaigns
Prevention is Proactive

  •Getting from NO to YES

  •To Get Health, Promote Health

  •Social Epidemic / Tipping Point
       VARIETY OF ISSUES ADDRESSED
•   ATOD
•   SCHOOL CLIMATE AND CULTURE
•   DISENGAGED & DISENFRANCHISED
    YOUTH
•   SCHOOL ATTENDANCE
•   GRADUATION RATES
•   STRESS
•   BALANCING YOUR LIFE
•   GOSSIP & RUMOR SPREADING
•   RESPECT
•   TEEN PREGNANCY
•   PENDING:GIRLS IN TECHNOLOGY
CHECKPOINT!!!
Interesting
idea, but…
Does it
work???
Rocky Mountain High School: Live
Large Campaign


• Suburban high school
• Grades 10 – 12
• 1600 students
• Campaign designed to reduce
 drinking and driving
30 Day Alcohol Use,
Behavior versus Perceived Behaviors
 50.0%
 45.0%
                                                   Yourself
 40.0%
                                                   Your Friends
 35.0%
 30.0%                                             Others
 25.0%
 20.0%
 15.0%
 10.0%
  5.0%
  0.0%
         Never in Not in last Once or   Once or   Daily
           life    30 days     twice    twice a
                                         week
Changing Behaviors
Rocky Mountain High
% NEVER driven under the influence
 92                                                                        91*
                                            90*
               Live Large School
 90
               Control School
                                                                88
 88
                         86
% 86
          84
 84

 82

 80
       Spring 2002 Spring 2003           Fall 2003 Spring 2004            Fall 2004

        Baseline       Baseline           Post-test           Post-test   Post-test
                              * p < .001, as compared to Spring 2003
    But are RMHS students
        drinking less?

• Yes!
• 17% fewer students reported using
 alcohol in the last 30 days in 2006
 compared to 2003
Wellington Junior High School:
Recognize Campaign

• Rural junior high school
• Grades 7 – 9
• 700 students
• Campaign addressed gossip, rumors,
 and trash talk
 Changing Misperceptions:             Wellington Junior High
 How often do you think students at your school have spread
 rumors?
60%

50%
                                                              Spring 2004
                                                              Spring 2005
40%
                                                              Fall 2005
30%

20%

10%

0%
         Never       Once/month     Once/week         Daily

 After the campaign was implemented, the % of students who believed
other students were spreading rumors every day dropped by almost half
“In my twenty years in public
education, it is our social norms
campaign that has had the single
greatest impact on our school
climate.”

               -Principal, Wellington Junior High School
Carter Lake Elementary School, Iowa:
    Life in the CL, I CL, 51510

 • Elementary school in unique location
 • 300 students
 • Campaign addressed school
  attendance and school identity
Changing Behaviors
Elementary School: Increase School
  Connectedness and Attendance
   • 37% reduction in students who think it is OK
     to miss several days of school
   • Control site showed 27% increase in
     reported number of days absent
   • Increases in school connection and school
     engagement
   • As a result, removed from the state’s “watch
     list”
    Western Iowa High Schools


• 3 Comprehensive Public High Schools
    • Grades 9-12
    • 3,200 students total
    • Campaign designed to increase
      graduation rates
Changing Behaviors
 • 96.9% actual vs. 50% perceived

 • Slight increase in graduation rates
   at all 3 high schools, Spring of
   2009

 • Dropout reduction rate of 8.05% in
   2007-2008 to 5.4% in 2008-2009
         What is a Social Norms
              Campaign?
•   Environmental strategy, universally applied
•   Evidence-based
•   Driven by relevant and current data
•   A way to shine the light on health
•   Strength-based approach
•   Engages & empowers students and
    community
•   Re-energizes staff and community
•   Positive outcomes
  “I feel like a mosquito in a
nudist’s colony. I know exactly
 what to do, I just don’t know
        where to start.”



                   Pat Riley, Miami Heat
CHECKPOINT!!!
The ACTUALITY® Process

     3. Assess Target    4. Develop
         Audience       Marketing Plan




     2. Gather              5. Campaign
    Relevant Data              Rollout




   1. Build the         6. Evaluation
   Foundation
      PHASE 1: BUILD THE FOUNDATION



•   Is our base solid?

•   Is there anyone missing from the table?

•   Are we ready to move forward?
Phase 1 - Build the Foundation
Begin With the End in Mind




   “You imbecile…We flew 12,000 miles for this?”
The ACTUALITY® Process

     3. Assess Target    4. Develop
         Audience       Marketing Plan




   2. Gather                5. Campaign
                               Rollout
  Relevant Data


      1. Build the
                        6. Evaluation
      Foundation
     PHASE 2: GATHER RELEVANT DATA

•   What are the issues we want/need
    information about?

•   What questions should we ask to get this
    information?

•   How can we get it?
       PHASE 2: GATHER RELEVANT DATA

    SAMPLE QUESTIONS: 30 DAY ALCOHOL USE
During the past 30 days, on how many occasions have YOU had any
  drinks with alcohol?
During the past 30 days, on how many occasions have YOUR
  FRIENDS had any drinks with alcohol?
During the past 30 days, on how many occasion have THE OTHER
  STUDENTS AT YOUR SCHOOL had any drinks with alcohol?

OTHER KINDS OF QUESTIONS ASKED 3 WAYS:
• Had 5 or more drinks
• Driven a car while using alcohol
• Been a passenger
• Used marijuana
• Used other illicit drugs
Phase 2 - Gather Relevant Data
Rocky Mountain High School
                               STEP 2. BASELINE DATA
                     Students Who Have NOT Been The Passenger
                          in a Car Driven by a Drunk Driver
90.0%

80.0%

70.0%

60.0%

50.0%
                                                                                           Fall 2003
                                                                                           Spring 2004
40.0%

30.0%

20.0%

10.0%

 0.0%
        Behavioral Norm     Accurate Perception of Friends Accurate Perception of Others
            Typical Data Findings

•   High school alcohol use:
       • 67% have not used in a 30-day period, yet believe that 90%
         of the others have


•   Teen sexual behavior:
       • 60% have not engaged in sex, however believe that 95% of
         their peers have


•   One high school’s “cheese” use:
       • 91% have never tried, but report that they believe 75% of
         other have
The ACTUALITY® Process
 3. Assess Target      4. Develop
     Audience         Marketing Plan




    2. Gather             5. Campaign
   Relevant Data             Rollout




       1. Build the
                      6. Evaluation
       Foundation
    PHASE 3: ASSESS TARGET AUDIENCE




•   What is our target audience?
•   What are the characteristics and unique
    traits of this audience?
•   What other ways can we learn about this
    audience?
•   Do we have, or can we get, consensus on
    the identified issues?
  PHASE 3: ASSESS TARGET AUDIENCE


      On Site                 Off Site

•Visit the community    •Year books
•Conduct focus groups   •Local newspapers
•Meet key leaders       •Student newspapers
•Build relationships    •Websites
•Develop timelines      •Demographics
•Create MOA             •Chamber of Commerce
                 Focus Group
•   Focus groups provide the opportunity for a
    “group interview” and to gather information
    and insight to compliment your campaign
    survey.

•   Focus groups send a message to your
    audience that you value them and their input.

•   Focus groups should be a positive
    experience for the students that allow
    everyone’s voice to be heard.
    PHASE 3: ASSESS TARGET AUDIENCE
      RESEARCH & MARKETING EXPERTS SPEAK OUT:
•   Most public service work isn’t very effective
    because it’s coming from some govt. agency
    telling youth what they should or shouldn’t do

•   Success in reaching this demographic requires
    you to rethink your messages, your recruiting
    methods and vehicles, and your expectations

•   Because youth culture are increasingly media-
    informed and media-savvy, many marketers have
    taken to non-traditional techniques in order to
    gain their attention. Chief among these
    techniques are viral, grassroots, word-of- mouth
    and lifestyle marketing
The ACTUALITY® Process

     3. Assess Target    4. Develop
         Audience
                        Marketing Plan


     2. Gather           5. Campaign
    Relevant Data
                            Rollout


       1. Build the
                         6. Evaluation
       Foundation
     PHASE 4: DEVELOP MARKETING PLAN


•   Creative design work based on
    demographics, cultural factors & targeted
    behavior

•   Message development

•   Marketing plan development
    Phase 4 – Develop Marketing Plan
Raymundo Romero, Co-Founder, Creative Director

•   Creative Youth Marketing Strategist
•   “Anthropological Sleuth”
•   Customized Campaigns-Branding,
     Messaging & Implementation
•   Client Experience Includes: Hewlett
    Packard, Skateboard Magazine, AARP,
    and multiple school and university
    campaigns as well as teen lifestyle
    clothing lines and peripherals
 A Pennsylvania High School


Issue: Stress &
Stress Management
A Texas High School



Issue: Reduce Use
of Cheese Heroin
A California High School



Issue: Underage
Drinking & School
Connectedness
 A Florida High School


Issue:
Underage
Drinking
and
Substance
Abuse
         PHASE 5: ROLLOUT PLAN
•   Discuss rollout plan - where, how, etc.

•   Discuss what peripherals will be used to
    get the message out

•   Discuss activity plans for messaging
                 Street Team
A street team is an organization called upon to
  advertise and promote an event or product.
  Wikipedia

•   Builds and activates grassroots networks

•   Promotes a cause or effort through social
    connections

•   Plays key role in campaign
    implementation
The 2 Phases of the Rollout & Sustainability


 Stealth-”Ninja” marketing
 • 2 to 3 week rollout period
 • High level of intrigue

 Sustainability-Activities and Events
 • Gaining saturation & believability
 • Planning for the school year
Stages of A Stealth Rollout:


•Create the Conversation
•Build the Buzz
•Market the Message
MANIFEST STREET TEAM
The 2 Phases of the Rollout & Sustainability


 Stealth-”Ninja” marketing
 • 2 to 3 week rollout period
 • High level of intrigue

 Sustainability-Activities and Events
 • Gaining saturation & believability
 • Planning for the school year
The ACTUALITY® Process

     3. Assess Target     4. Develop
         Audience        Marketing Plan




     2. Gather              5. Campaign
    Relevant Data              Rollout




       1. Build the
       Foundation       6. Evaluation
           PHASE 6: EVALUATION

         Post-test for Success
Measure For:
• Campaign Recognition
• Believability
•   Perception
•   Attitude
•   Behavior


• Simply stated, “Is anybody better off?”
CHECKPOINT!!!
Today’s Presentation:
   • School Climate & Culture
   • Social Norms Campaign
   • Putting It All Together
   • Review, Q & A
        CONNECT THE DOTS
A social norms campaign can
improve the climate and culture of
the school by:
•Energizing & activating students to make a
difference
•Empowering students with authentic
leadership & work
•Equipping them with the
   truth
  ENERGIZING, EMPOWERING &
   EQUIPPING: A Call To Action!

•Responding to the Media
•Town Hall Meeting
•Mentoring Day
•Reclaiming Territory
•Give-It-Back-Day
•Stress Busters
ENERGIZING, EMPOWERING & EQUIPPING:
               A Call To Action!
  Strengthening Connections: The Whole Child,
         Family, School and Community

                  •Parents

                  •Staff

                  •Community
 What is a Social Norms Campaign?

•Environmental strategy, universally applied
•Evidence-based, supported by research
•Driven by relevant and current data
•A way to shine the light on health
•Strength-based approach
•Positive way to engage students and community
•Re-energizes staff and community
•Produces positive outcomes
•Cost effective
What’s the “Takeaway”?

Is it worth it?

Can we do it?

Q&A
“A rock pile ceases to be a rock pile the
moment a single man contemplates it,
bearing within him the image of a cathedral."
                         -Antoine de Saint-Exupery
Jim Campain
Red Truck LLC
jimcampain@comcast.net
970-215-4191

Jan Campain
Red Truck LLC
jancampain@comcast.net
970-232-6959

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:26
posted:7/24/2011
language:English
pages:81