Social norms marketing

In the July coalition newsletter, the main article is about social norms.

Some coalitions are doing social norms marketing campaigns in their communities. These campaigns use a product marketing strategy that creates an association between the product and something that the consumer wants. For example, here is a beer ad that has nothing to do with beer and more to do with what the beer company thinks their target audience wants. (Image thanks to the Center on Alcohol Marketing and Youth.)

Social marketing campaigns with a prevention message use images of what their target audience wants. For example, the poster below shows a parent and a child communicating with one another. It is meant to elicit the natural protective, loving feelings parents have toward their children and associate that with the "Most of Us" campaign. Its message is positive and reinforces the community norm: most parents talk to their kids.