The social norms approach is a popular technique used to promote behaviour change. It has been used to address a range of issues including binge drinking, drug use, sexual health, bullying, water conservation and recycling.
We have worked with Dr John McAlaney, University Psychology Lecturer and Co-Founder of the European Social Norms Institute (ESNI), on a number of projects. The scale and funding available for these projects have varied significantly, from testing the concept with 90 colleges and no funding to a well funded project with 3 colleges.
In order for a social norms intervention to be effective the data needs to be credible and the dosage, variety and frequency of the intervention messages to be right. We have worked with ESNI, college partners and designers to produce the campaign material and to ensure that the medium used and frequency of the message was right.