Learning Objectives: Apply social norms marketing to anti-tobacco communication campaigns.
Abstract: The 2000 Vermont Youth Tobacco Survey (VYTS) indicated that middle school youth greatly overestimated the prevalence of smoking among high school students. Perceiving smoking as “the norm” likely influences smoking initiation as youth approach the high school years. Correcting such misperceptions through “social norms marketing” campaigns can reduce use levels. Vermont’s campaign aims to increase the proportion of 5th – 8th graders who correctly estimate youth smoking rates and, ultimately, to reduce initiation rates.
Campaign development involved classic social marketing elements (e.g., segmentation, formative research, pretesting), and a unique working partnership with youth. High school youth were involved because they were still young enough to be “in touch” with middle schoolers, yet old enough to be trained in communication and research. An ad agency was engaged to develop the campaign that includes TV and radio ads, posters, promotions, and interactive marketing elements.
The campaign launched in October 2001, and a television “booster” campaign aired in February 2002. Since VYTS 2002 data are not available until summer, evaluation findings cannot be presented here. However, the November presentation will include findings such as a pre- and post- test comparison of the proportion of youth correctly estimating smoking prevalence.
Among lessons learned: providing incentives and building ongoing relationships were key to youth involvement. While Vermont television media markets do not provide for a true experimental evaluation design, YTS pre- and post-test data offer valuable comparisons and an indication of the usefulness of the social norms marketing approach to tobacco prevention.
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