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.

Port Angeles coalition to launch social norms marketing campaign

The SPF-SIG coalition in Port Angeles is launching a social norms marketing campaign. Above is their "warm up message". They are going to use it as a window cling and then in their parent newsletter and in places that 7th/8th grade parents frequent.

The coalition plans to develop and add on messages using their community survey results to guide them. One message will be, " . . . because Port Angeles parents ask their kids where they are and who they are with." These messages will be done mostly through posters.

Other coalitions in WA

Prevention Works in Seattle (formerly NE Seattle Coalition to Prevent Underage Drinking) is one of twelve coalitions in Washington funded by a SPF-SIG grant from the Division of Alcohol and Substance Abuse (DASA). DASA's February edition of "Focus" highlights the activities and accomplishments of a few coalitions in eastern Washington.

Asotin City Council Supports Youth Coalition (page 8) describes how the city council in this town in the southeast corner of the state voted to support the vision, mission, and goals of their local coalition.

The Science of the Positive: Social Norms Marketing (last page) describes how three coalition's are working with Jeff Linkenbach to create social norms marketing campaigns.